TikTok 2024 Trend Report: Focus on the courage to be creative
For anyone hoping to make a breakthrough on TikTok in 2024, the courage to be creative should not be a passing fad, but rather a core element of all creative strategies and plans. This is a key takeaway from the recently released TikTok 2024 Trend Report.
TikTok has just published the "What's Next Report 2024", an annual trend forecast that provides marketers with insights into the rapidly changing needs of the TikTok community. At the heart of the report is the central idea that absolute creativity, coupled with courage, will be the key to success on the platform.
The report highlights three main trends for 2024:
1. courage to be creative
According to the Trend Report, a key factor that will be in focus on TikTok in the coming year is the absolute courage to be creative. The platform emphasizes that brands that show this courage can build more personal relationships with the community. This creative courage should therefore not just be seen as an occasional fringe phenomenon, but as a core element of all creative strategies and plans.
Sofia Hernandez, Global Head of Business Marketing at TikTok, says: "In 2023, more than one billion people came together on TikTok to find community, surprises and joy. In 2024, the TikTok community will build on this: Fueled by a combination of curiosity, imagination, vulnerability and fearlessness, the absolute courage to be creative will enter our daily lives."
2. revolution in storytelling
Creativity in storytelling on TikTok has reached a new level, according to another conclusion of the report. With the end of a story as the beginning, the integration of several parallel storylines and the introduction of fictional celebrities, the platform creates a fascinating narrative environment. An outstanding example of this is the #delulu community, which presents itself as a mixture of fantasy and manifestation. This community shows how creativity can serve as a tool for everyone.
"Delulu? So what!"
#delulu is an entertaining mindset format that revolves around almost unattainable everyday fantasies with self-irony. Originating from fandom culture, it has celebrated great success on TikTok. From unrealistic love affairs with pop stars (#delusionship) to self-confident dancing in the subway (#tubegirl) - #delulu blurs the boundaries between fantasy and reality. The community lives by the motto "Delulu? So what!" and enjoys their daydreams as an inspiring excursion beyond the boundaries of immediate reality to the possibilities of fantasy. TikTok advises in the report: "Engage your brand in conversations with a bit of Delulu flair and create connections with the community that convey joy and confidence and positively affirm their comfort zone."
New York cosmetics brand MAC was an early adopter of the #tubegirl trend: together with creator*in @sabrinabahsoon showed the world how Sabrina lives her self-confidence with MAC products without ifs and buts. Creator @sabrinabahsoon took off - with tons of energy and a 0.5 camera lens. In the process, she sparked the global Tube Girl movement, which encourages people to present themselves with confidence, anytime, anywhere and has now racked up over a billion views.
@sabrinabahsoon So now im en route via tube. The man in the back getting a show fr 🤣 #tubegirl #tubegirleffect
Viking Rise
Another example is the game developer IGG, which presented its new game "Viking Rise" on TikTok. Through various "Let's Play" creations and the use of TopView and Reach & Frequency (R&F), the brand reached an impressive 400 million users and racked up 5.1 billion views. IGG used TikTok as one of its key platforms to promote its latest game "Viking Rise". It used TopView Ads and focused on reach as an advertising goal. Apparently with complete success: a large number of "Let's Play" creatives also got the gaming community on TikTok excited about the new release. As part of a unique branded mission with a special brand effect, users were also able to experience how certain characters can be unlocked in the game.
@chezaidan I can't dance, but they sure can @Viking Rise #VikingRise
3. brands as trusted partners
The report emphasizes the growing trust gap between consumers and brands. TikTok enables brands to communicate openly with the community and effect positive social change. The Indonesian childcare brand MAKUKU has strengthened its product launch by working with TikTok creators, which has led to an impressive increase in sales. For its product launch in Indonesia, baby brand MAKUKU worked with local TikTok Creators from the mother and child community. The creators used the two keywords "Best" and "Love" from a previous hashtag challenge to introduce the campaign message. Thanks to this campaign, sales increased by 500%. In addition, 20 percent of offline customers got to know the brand via TikTok.
@makukuindonesia.official #MAKUKUSAPDiapersComfortFit cocok banget untuk Moms yang panik kalau lupa restock popok si Kecil, karena sudah tersedia di Alfamart! Super praktis Anti ribet 😎 #TakutRuamPopokPakaiMAKUKU #MAKUKUAntiGumpal #MAKUKUSuperTipisSuperNyerap #MAKUKUSAPDiapers #MAKUKUSuperNyerap #MAKUKUXAlfamart
Conclusion: The report suggests that creativity and courage are inextricably linked and together enable long-term connections on the platform. The focus is on brands showing the courage to be creative, using innovative storytelling techniques and acting as trusted partners to the community to achieve a successful presence on TikTok. The example of TikTok shows impressively how much creative work in marketing and advertising will once again change radically in 2024. Those creatives who are able to put themselves in the communities' shoes will come out on top.
