TikTok has released an update to its “What’s Next 2024 Trend Report,” reviewing the accuracy of its predictions and introducing three new trends that have emerged on the platform. The “What’s Next 2024: In Action” report provides insights into how brands and creators leverage these trends to engage with the TikTok community.

The report reaffirms three main trend forces: 

• Curiosity Peaked
• Storytelling Unhinged 
• Bridging the Trust Gap 

Each trend force encompasses specific signals that shape content creation and user behavior on the platform.

Under “Curiosity Peaked,” TikTok highlights how users discover new interests through “Serendipitous Scrolling.” The platform reports that 45% of users search for more information on TikTok after finding something new. The “Entertainment without Borders” trend signal showcases how global camaraderie and diverse communities are creating new channels for entertainment and influence.

A new trend signal, “From Hi to Audi-Lo,” has emerged within this category. It focuses on the importance of sound on TikTok, with 88% of users stating that sound is vital to the TikTok experience. The trend sees communities remixing premium audio in lo-fi ways, presenting new opportunities for brands to participate in trending moments.

In the “Storytelling Unhinged” category, “Community-Fueled Storytelling” remains a key trend signal. The report notes that 72% of TikTok users appreciate when brands respond to comments with video responses. The “Stay Tru to the Delulu” trend continues to provide users with a lighthearted escape from reality.

A newly identified trend signal, “TikTok on the Block,” focuses on unfiltered, real-life interactions between brands, creators, and their audiences. This trend is exemplified by street interviews, community events, and unscripted challenges that foster real-time connections.

The “Bridging the Trust Gap” trend force emphasizes the importance of building brand trust through engagement. The “Let’s Talk, TikTok” signal highlights how brands leverage platform-specific language to connect with users. The report states that 74% of TikTok users appreciate personalized responses from brands in the comment section.

“Trust the FYProcess” continues to be a significant trend, with brands using real-time feedback to inform product development and consumer engagement strategies. A new trend signal, “Brandship,” has emerged, focusing on how brands build customer loyalty through consistent content that reflects their values between major campaigns.

TikTok reports that its users are 5.2 times more likely to say TikTok is the best platform to connect with brands compared to other social or video platforms. The platform emphasizes the importance of authentic engagement and collaborative content creation in building audience trust.

The report provides several examples of brands successfully implementing these trends. Nissan partnered with STEM creator @AsapSCIENCE to build awareness for its new Nissan ARIYA. Barnes & Noble tapped into the #BookTok community’s love for fictional characters. Joe & The Juice sent mascots out to London to promote its Tunacado sandwich and engage with customers face-to-face.

TikTok also highlights new marketing tools, including the TikTok Creator Marketplace for partnering with creators, the Commercial Music Library for leveraging music and sound, and AI-powered features like Symphony Assistant and Script Generator to enhance creative strategies. Read the full report here.