In the ever-evolving landscape of social media, TikTok continues to reign supreme as the go-to platform for viral trends, creative expression, and brand engagement. As we venture into 2024, understanding and leveraging TikTok trends has become more crucial than ever for businesses looking to connect with their audience and expand their reach. This comprehensive guide will explore the most impactful TikTok trends of 2024, providing you with actionable insights to elevate your brand's presence on this dynamic platform.
The Power of TikTok: A Platform Like No Other
TikTok's meteoric rise to prominence is no accident. The platform's unique algorithm and user-friendly interface have created a perfect storm for trend creation and propagation. With over 1 billion active users worldwide and the average user spending about 52 minutes per day on the app, TikTok offers an unparalleled opportunity for brands to reach and engage with a massive, highly engaged audience.
What sets TikTok apart is its ability to turn ordinary users into content creators and trendsetters. The platform's democratization of content creation has led to a constant influx of fresh, innovative ideas that can rapidly evolve into global phenomena. For brands, this means a never-ending stream of opportunities to participate in cultural moments and connect with consumers in authentic, meaningful ways.
Why TikTok Trends Matter for Your Brand
TikTok trends are not just fleeting moments of entertainment; they represent significant opportunities for brands to:
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Increase visibility and reach new audiences: Participating in trending challenges or using popular hashtags can expose your brand to millions of potential customers who might not have discovered you otherwise.
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Demonstrate brand personality and authenticity: TikTok's informal, playful nature allows brands to show a more human side, fostering stronger connections with consumers.
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Engage with customers in innovative ways: Trends often involve user participation, providing a unique opportunity for brands to interact directly with their audience and encourage user-generated content.
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Drive traffic and boost sales: The platform's seamless integration of e-commerce features means that trending content can directly translate into sales, as evidenced by the powerful #TikTokMadeMeBuyIt phenomenon.
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Stay relevant in a fast-paced digital landscape: By keeping up with TikTok trends, brands demonstrate their ability to adapt and remain culturally relevant, which is especially crucial for connecting with younger demographics.
Top TikTok Trends to Watch in 2024
1. Get Ready With Me (GRWM)
The GRWM trend continues to flourish in 2024, offering an intimate glimpse into users' daily routines. This trend has evolved beyond simple makeup tutorials to encompass a wide range of activities, from morning routines to event preparations.
Brands can leverage this trend by showcasing products in action during real-life preparation scenarios. For example, a skincare brand could create a series of "Get Ready for Bed with Me" videos, highlighting their nighttime skincare products. Fashion brands could showcase outfit selection processes for different occasions, seamlessly integrating their pieces into relatable scenarios.
Partnering with influencers for authentic product integrations in GRWM videos can also be highly effective. These collaborations offer a more organic way to showcase products, as viewers trust the recommendations of their favorite content creators. A study by Influencer Marketing Hub found that 61% of consumers trust influencer recommendations, making this a powerful strategy for brands.
2. #TikTokMadeMeBuyIt
This powerful hashtag has evolved into a full-fledged phenomenon, driving significant sales for featured products. The #TikTokMadeMeBuyIt trend showcases the platform's incredible influence on consumer behavior and purchasing decisions.
To capitalize on this trend, brands should focus on creating visually appealing, informative videos that highlight unique product features. The key is to showcase your product in a way that feels authentic and genuinely helpful, rather than overtly promotional.
Encouraging user-generated content is crucial for this trend. Brands can launch campaigns asking customers to share their experiences with products, using the hashtag to increase visibility. Offering exclusive TikTok discounts can also incentivize purchases and drive engagement.
The power of this trend is backed by data: according to a survey by Adweek, 67% of TikTok users say the platform inspires them to shop even when they weren't planning to do so. Furthermore, a report by Shopify revealed that TikTok users are 1.7 times more likely to purchase products they discover on the platform compared to other social media sites.
3. Femininity and #Coquette
The resurgence of ultra-feminine aesthetics, embodied by the #coquette trend, presents exciting opportunities for brands in fashion, beauty, and lifestyle sectors. This trend celebrates delicate, romantic, and traditionally feminine elements, often featuring soft color palettes, lace, bows, and vintage-inspired aesthetics.
To tap into this trend, brands can incorporate soft, pastel color palettes in their content and feature products that align with the romantic, feminine aesthetic. Creating tutorials on achieving the "coquette" look using your products can be particularly effective.
The #coquette trend isn't limited to fashion and beauty; it has also influenced home decor, stationery, and even food presentation. Brands in these industries can adapt their content to fit the aesthetic, showcasing products in dreamy, romantic settings.
The popularity of this trend is evident in the numbers: videos with the hashtag #coquette have amassed over 3 billion views on TikTok as of early 2024. Brands that have successfully leveraged this trend have seen significant engagement increases. For instance, lingerie brand La Perla reported a 30% increase in engagement after launching a series of #coquette-inspired styling videos featuring their delicate lace pieces.
4. Food Challenges and #FoodTok
Food-related content continues to dominate TikTok, with creative challenges and mouthwatering videos gaining millions of views. The #FoodTok community has become a powerful force on the platform, influencing food trends, restaurant visits, and cooking habits.
Food brands can capitalize on this trend by launching branded food challenges that incorporate their products. These challenges should be visually appealing and easy for users to replicate at home. For example, a sauce brand could challenge users to create the most creative dish using their product, encouraging both engagement and product usage.
Sharing quick, visually appealing recipes is another effective strategy. These videos should be concise, easy to follow, and result in Instagram-worthy dishes. Collaborating with food influencers for creative product uses can also help brands reach new audiences and showcase their products in innovative ways.
The power of #FoodTok is undeniable: videos with this hashtag have amassed over 50 billion views as of 2024. A study by marketing agency MGH found that 36% of TikTok users have visited or ordered from a restaurant after seeing it featured on the platform, highlighting the real-world impact of these food trends.
5. Trending Sounds and Music
Music and sound effects remain at the heart of TikTok's appeal, with trending audio clips often serving as the backbone for viral challenges and content series. In 2024, the strategic use of sound on TikTok has become more sophisticated, with brands recognizing its power to boost engagement and brand recall.
Brands can harness the power of audio by creating content that syncs perfectly with popular songs or sound bites. This requires staying up-to-date with the latest trending sounds and quickly producing relevant content that aligns with your brand message.
Developing a branded sound that could potentially go viral is another powerful strategy. This could be a jingle, a catchy phrase, or even a unique sound effect associated with your product. When successful, these branded sounds can lead to massive user-generated content campaigns.
Participating in sound-based challenges relevant to your industry is also an effective way to boost visibility and engagement. These challenges often involve users performing specific actions or dances in sync with a particular audio clip.
The impact of sound on TikTok is backed by research: a study by TikTok found that 88% of users say sound is essential to the TikTok experience, and branded content with audio performs better across key metrics such as engagement and brand recall. For example, sportswear brand Adidas created a custom beat that gained traction among fitness enthusiasts, resulting in over 500,000 user-generated workout videos, significantly boosting brand visibility and engagement.
6. Self-Growth and #Hopecore
As users increasingly turn to TikTok for inspiration and personal development, the #hopecore trend has gained significant traction. This trend focuses on positivity, self-improvement, and mental health awareness, reflecting a broader societal shift towards prioritizing well-being and personal growth.
Brands can align with this positive movement by sharing uplifting content and motivational messages. This could include inspirational quotes, success stories, or tips for personal development. It's important that these messages feel genuine and align with your brand values.
Highlighting how your products contribute to personal growth or well-being is another effective strategy. For instance, a fitness equipment brand could showcase how their products have helped users achieve their health goals, while a meditation app could share user testimonials about improved mental health.
Featuring customer success stories and transformations can be particularly powerful in the context of the #hopecore trend. These real-life examples provide social proof and inspire others to pursue their own goals, potentially with the help of your products or services.
The popularity of this trend is evident in the numbers: videos with the hashtag #hopecore have garnered over 2 billion views, indicating a strong desire for positive, inspiring content. Brands that have successfully tapped into this trend have seen increased engagement and brand loyalty. For example, stationery brand Papier saw a 40% increase in engagement after launching a series of #hopecore-inspired videos featuring their planners and journals as tools for personal growth and organization.
7. Niche Communities and Subcultures
TikTok's algorithm excels at connecting users with highly specific interests, leading to the formation of vibrant niche communities. These subcultures, often denoted by hashtags like #BookTok, #PlantTok, or #ArtTok, represent engaged audiences with shared passions.
To tap into these communities, brands must first identify subcultures relevant to their products or services. This requires thorough research and understanding of your target audience's interests beyond your specific product category.
Once you've identified relevant communities, create tailored content that speaks directly to these groups. This content should demonstrate a deep understanding of the community's interests, language, and values. For example, a gardening supply company could create content specifically for #PlantTok, showcasing rare plants, offering care tips, or participating in plant-related challenges.
Engaging with community leaders and influencers for collaborations can help brands gain credibility within these niche groups. These partnerships should feel authentic and provide value to the community, rather than coming across as purely promotional.
The power of niche communities on TikTok is significant. For instance, the #BookTok community has had a measurable impact on book sales, with many titles going viral and seeing dramatic increases in sales. Independent bookstore Powell's Books reported a 20% increase in online sales after consistently engaging with the #BookTok community through reading challenges and author spotlights.
8. The "Delulu" Phenomenon
The "delulu" (delusional) trend, characterized by playful self-delusion and manifestation, has taken TikTok by storm in 2024. This trend encourages users to embrace unrealistic expectations or fantasies in a humorous, self-aware manner.
Brands can participate in this trend by creating content that plays on unrealistic expectations related to their products or industry. For example, a coffee brand could create a video about manifesting the perfect cup of coffee that magically appears every morning.
Encouraging customers to "manifest" their dreams with your products can be an engaging way to participate in this trend. This approach should be light-hearted and not make false promises about your products' capabilities.
Sharing humorous "expectation vs. reality" videos that align with the "delulu" theme can also be effective. These videos can showcase your brand's ability to laugh at itself and connect with customers on a more personal level.
The popularity of this trend is evident in the numbers: the hashtag #delulu has over 5 billion views on TikTok, highlighting its widespread appeal and potential for brand engagement. Brands that have successfully tapped into this trend have seen increased engagement and brand awareness. For instance, skincare brand Glow Recipe saw a 25% increase in engagement after launching a series of "delulu" videos featuring exaggerated expectations of their products' effects.
9. Creative Challenges
TikTok challenges remain a powerful way to boost engagement and brand awareness. These challenges typically involve users performing a specific action, dance, or task and sharing the results with a designated hashtag.
To create a successful challenge, ensure it's simple enough for widespread participation. The challenge should be easy to understand and execute, allowing users of all skill levels to join in. Incorporating a catchy hashtag and potentially a custom sound can help your challenge gain traction and become more easily discoverable.
Offering incentives for the best entries, such as prizes or features on your brand's page, can encourage participation and increase the challenge's reach. However, the challenge itself should be engaging enough that users want to participate even without the promise of a reward.
The effectiveness of TikTok challenges is backed by data: according to a study by Influencer Marketing Hub, branded hashtag challenges on TikTok have an average engagement rate of 8.5%, significantly higher than other forms of social media marketing.
For example, eco-friendly water bottle company Hydro Flask launched the #HydrationChallenge, encouraging users to showcase creative ways to stay hydrated. The challenge garnered over 100 million views and significantly boosted sales, with the company reporting a 15% increase in online sales during the challenge period.
10. Dance Trends
While dance trends may seem daunting for brands, they offer a fun way to showcase personality and connect with younger audiences. In 2024, dance trends continue to be a core part of TikTok's content ecosystem, with new choreographies regularly going viral.
To incorporate dance trends, brands can adapt popular dances to feature their products or services. This doesn't necessarily mean complex choreographies; even simple movements that highlight your product can be effective.
Encouraging employees to participate in dance challenges can humanize your brand and showcase company culture. This approach can be particularly effective for B2B companies or those in more serious industries, as it shows a more relatable side of the business.
Collaborating with dance-focused influencers for branded content can help brands tap into existing dance communities on TikTok. These collaborations can result in custom dances featuring your products or brand-specific versions of popular dances.
The impact of dance content on TikTok is significant: according to TikTok's internal data, dance-related content receives 150% more engagement than the average video, highlighting its continued popularity. For instance, when Dunkin' Donuts collaborated with popular TikTok dancer Charli D'Amelio on a custom dance promoting their cold brew, the campaign resulted in a 57% increase in cold brew sales and a 20% boost in app downloads.
Strategies for Leveraging TikTok Trends
To effectively capitalize on these trends and boost your brand's TikTok presence, consider the following strategies:
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Stay Active and Observant: Dedicate time each day to scrolling through your For You Page (FYP) and exploring the Discover tab. This will help you identify emerging trends and understand what resonates with your target audience. Consider assigning team members to monitor specific trend categories relevant to your brand.
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Act Quickly: TikTok trends can rise and fall rapidly. When you spot a relevant trend, aim to create and post content within 24-48 hours to maximize its impact. Having a streamlined content creation process in place can help you respond swiftly to emerging trends.
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Maintain Brand Authenticity: While it's important to participate in trends, ensure that your content aligns with your brand voice and values. Authenticity is key to building trust with your TikTok audience. Don't force your brand into trends that don't naturally fit your identity or message.
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Encourage User-Generated Content: Motivate your followers to create content featuring your products or services. This not only increases engagement but also provides you with a wealth of authentic, relatable content to share. Consider launching branded hashtag challenges or hosting contests to incentivize user-generated content.
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Collaborate with Influencers: Partner with TikTok creators who align with your brand to reach new audiences and add credibility to your content. Micro-influencers often offer high engagement rates and niche appeal. When selecting influencers, look beyond follower count and focus on engagement rates and audience alignment.
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Utilize TikTok's Creative Tools: Take advantage of TikTok's built-in editing features, filters, and effects to create visually appealing content that stands out in users' feeds. Experiment with different features to find what works best for your brand and resonates with your audience.
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Analyze and Adapt: Regularly review your TikTok analytics to understand what content performs best. Use these insights to refine your strategy and content creation process. Pay attention to metrics such as view count, engagement rate, and follower growth to gauge the success of your TikTok efforts.
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Cross-Promote on Other Platforms: While creating TikTok-specific content is important, don't forget to leverage your success on other social media platforms. Share your best-performing TikTok content on Instagram Reels, YouTube Shorts, or other relevant channels to maximize reach and engagement.
