Remember when TikTok released its "What's Next 2024 Trend Report" at the end of 2023? Now that we're halfway through 2024, it's the perfect time to reflect on how things are evolving on social media, especially on TikTok. At 787 Social, we make it our priority to stay ahead of the curve, keeping our clients informed through our Weekly Social Scoop email. So, after diving into TikTok’s just released Midyear "What's Next Trend Report 2024," we're ready to spill the tea on how brands and creators can thrive. Let’s jump into the trends shaping TikTok this year and how they can level up your TikTok strategy.
1. Curiosity Peaked
TikTok is still the place where curiosity peaks. I mean it is like the new Google, where users discover new interests and engage with content that grabs their attention in unexpected ways. In the report, TikTok breaks it down into three key areas:
Serendipitous Scrolling: TikTok’s algorithm is all about keeping users hooked, and can safely say as a user it has succeeded. Brands can ride this wave by creating content that sparks curiosity and prompts action. Whether it’s juicy gossip on the search bar or looking for more reviews on the latest product, tapping into this curiosity can drive deeper engagement and get users exploring what you have to offer.
Entertainment Without Borders: Screamer it louder for the people in the back! TIKTOK ISN'T JUST FOR GEN Z! It brings people together across all cultures and generations. If you've seen my TikTok, you know my most viral videos feature my mom and her friends in their 60s – people love them! "Watching how users separated by miles, decades, or both seamlessly come together on TikTok really speaks to the cultural diversity and inclusivity of our platform." Brands should create content that resonates across different demographics, showcasing unique aspects of their heritage or products. This inclusive approach not only broadens your reach but also builds stronger connections with diverse audiences.
From Hi to Audi-Lo: Sound is a vital component of the TikTok experience, with 88% of users emphasizing its importance. It’s no question brands should experiment with trending sounds, remixing them in unique ways to make their content stand out. By embracing the creative use of audio, brands can enhance their storytelling and connect more deeply with their audience.
2. Storytelling Unhinged
Storytelling has been the driving source of connecting with brands and audiences for centuries and TikTok? Yes, has revolutionized storytelling, allowing for diverse voices and collaborative formats that flip traditional narratives on their head.
Community-Fueled Storytelling: TikTok thrives on community interaction. Brands should engage with their audience using features like "reply with video," "duet," and "stitch." Getting involved in conversations and creating interactive content fosters a sense of community and encourages user-generated content that amplifies your message. Personally, I love when Delta Airlines slides into the comments with a clap back – it makes me like the brand even more!
Stay Tru to the Delulu: Delulu Land? Book me a one-way ticket! In a world filled with overwhelming realities, TikTok offers a space for lighthearted, delusional content. "Delulu is open 24 hours on TikTok." Brands can embrace this trend by creating whimsical, hopeful content that resonates with users' desire for escapism and positivity. This approach not only entertains but also builds a positive association with the brand. I mean let's be real who wasn't totally shook of the "Who TF Did I Marry" saga?
TikTok on the Block: Authentic, unfiltered interactions are highly valued on TikTok. "From street interviews, community events, retail pop-ups, and unscripted challenges, nothing is 'overdoing it' to our audience. Brands are sharing these candid, face-to-face exchanges with the broader TikTok community, sparking conversations and building consumers’ excitement around how, where, and with whom the brand will show up next." This authenticity fosters genuine engagement and excitement among users. With our 787 clients we've built this trend into our clients content calendar so we can relate more to our audience, stay tuned for some fun street interviews with our client Music Lane.
3. Bridging the Trust Gap
Building trust on TikTok is so so SO crucial for long-term brand loyalty. Each piece of content is an opportunity to share, listen, and learn from the community.
Let’s Talk, TikTok: Engaging with TikTok’s unique cultural lingo can enhance brand relatability, which if this isn't a priority, it needs to be. Brands should collaborate with creators to authentically join trending conversations and use personalized responses to connect with their audience. "Talking TikTok lingo around can feel forced if brands haven't yet built up a strong presence with their audience. Collaborating with creators is a great way to develop that credibility while staying honest about your journey and newness to the lingo." This strategy not only builds trust but also showcases the brand’s personality. There’s is nothing I love more than when a brand uses TikTok lingo, it’s like the understand the world we live in rather than corporate America.
Trust the FYProcess: Openness and honesty are key to building trust on TikTok. Brands should invite feedback, engage in real-time conversations, and show they’re willing to adapt based on user input. "As our community shares their open and honest reviews, strategic brands are listening closely and turning real-time feedback into new product formulations and consumer engagement touchpoints." This transparency builds a loyal community that feels valued and heard. If a brand is actively communicating with their audience, I’m 10x more likely to be a fan. It’s time to get engaged with your community. Hiring an agency like 787 Social gives you a social media manager and community manager all in one!
Brandship: Always-on engagement is essential for building lasting relationships. Brands should continuously produce content that reflects their values and resonates with their audience. "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." By staying true to their commitments and actively engaging with the community, brands can build deeper loyalty and advocacy.
From a Marketing Agency to Your Brand: How to Succeed on TikTok:
At 787 Social, we know the importance of adapting to platform trends for your brand's success. Here’s what you need to do:
Monitor Trends: Stay updated with TikTok’s Creative Center to get inspired by current trends. "Trends unlock the types of value you can provide your community, spark ideas to enhance the variety of content you produce, and deliver greater relevance with your audience." Sign up for our Weekly Social Scoop, where we give you the scoop on all things trending on IG and TikTok, including how brands are using these trends to skyrocket their engagement. Delivered Sundays at 3pm CST.
Create Engaging Content: Users' scrolling sessions often start passively, but TikTok’s engaging nature drives them to comment, research, purchase, and create. Make sure your content captures attention quickly and encourages interaction. Think outside the box.
Partner with Creators: Utilize agencies and TikTok Creator Marketplace to find creators who align with your brand. This helps build credibility and reach new audiences. For instance, SET Active hired a social media manager who already had an audience who aligned with theirs, it’s time to bring in creators with loyal audience and give them a narrative with brands.
Leverage Sound and Music: Use TikTok’s Commercial Music Library and AI-generated music features to enhance your content with engaging audio.
Embrace Authenticity: Foster real, unfiltered interactions with your audience to build trust and connection. "78% of TikTok users say they like it when brands interact with ordinary people, not just the famous ones." You don’t need to be a viral sensation to relate to your audience. Be yourself, and the right people will follow.
Stay Engaged: Actively participate in community conversations and respond to feedback. "74% of TikTok users like it when brands use personalized responses in the comment section on TikTok." This builds a loyal following and shows your commitment to your audience. Don’t leave your audience on read – that’s a big no-no when building trust.
By using these findings and implementing them into your TikTok strategy, your brand can stay ahead of the curve and connect with your audience in meaningful, impactful ways. At 787 Social, we're here to be a resource of how you can you navigate these trends and elevate your TikTok presence in 2024.
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