What's Next
What's Next 2024 Trend Report
For this year's report, we looked at how creative bravery drives impact by piquing global curiosities, flipping traditional story arcs, and deepening trust between brands and their audiences.
What’s Next 2024: Shopping Trend Report
With data, brand examples, and case studies, get an exclusive look at how shoppers are responding to economic uncertainty and rising inflation by bending emotions, communities, and brand relationships to fit their evolving needs.
Midyear Trend Report What's Next 2024: In Action
As a follow-up to our annual What’s Next 2024 Trend Report, TikTok’s What's Next 2024: In Action is our first-ever midyear progress report to assess our trend predictions. This report explores how our forecasted trends grew or evolved while highlighting top success stories from brands and creators. Read the latest report to discover how the TikTok community continues to break through with Creative Bravery.
Bravery that breaks through
In 2024, the TikTok community will ignite a transformative mindset fueled by curiosity, imagination, vulnerability and courage. In fact, taking strategic risks and being vulnerable is now the ultimate brand strategy, where leaning into micro insights and showcasing quirks can be your superpower. The unknown and uncomfortable is what creates the unimaginable - and those brave enough to create for it won't just keep up, they'll flourish.
Curiosity peaked
Trend force 1
People come to TikTok looking for more than a single "right answer." Every curiosity and interest reaches its "peak" on TikTok, leading to relevant perspectives and uncharted rabbit holes. Spark action during your audience's discovery journey on TikTok by digging into the communities they're already a part of and creating content that aligns with their needs and curiosities.
Users are 1.8x more likely to agree that TikTok introduces them to new topics they didn't even know they liked.
Storytelling unhinged
Trend force 2
TikTok is a place where diverse voices, collaborative formats, and subject matters have flipped everything we know about traditional storytelling on its head. Content on TikTok is designed to be reinterpreted and built upon, so mobilize our community and give them an equal seat at the table to shape your brand’s identity and narrative.
Intriguing narrative structures guide viewers past the first few seconds - ads intended to make users curious keep them watching 1.4x longer.
Bridging the trust gap
Trend force 3
On TikTok, brands have an open line of communication with their consumers and community, and can leverage creators as shortcuts. Each campaign and organic piece of content is an opportunity to share, listen, and learn, building brand trust and values together to generate deeper loyalty on and off-platform.
After seeing an ad on TikTok, viewers trust the brand 41% more and are 31% more likely to be loyal to the brand.
Download the What's Next 2024 Report
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Explore other What's Next reports
What's Next 2024: Shopping Trend Report
Turnkey content recommendations to inform how brands should engage shoppers on TikTok
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What's Next 2024: In Action
Midyear progress report to assess our What's Next 2024: Trend Report predictions
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What's Next 2023: Gaming Trend Report
Unpack how gaming culture is evolving on our platform and explore what that means for brands
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What's Next 2023: Sports Trend Report
Examine the transformation of sports culture and fans on TikTok
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