HRTikTok Guide: Three Trends in 2024 for Transforming Mindsets
For the fourth consecutive year, TikTok is releasing its TikTok Trends Forecast – the What’s Next Report – which utilizes trend signals, or patterns of content that showcase new behaviors and interests that brands can leverage to create a long-term content strategy. While last year was dominated by life hacks and throwbacks, in 2024, the TikTok community is predicted to initiate a transformative mindset – creative courage, leading to even deeper connections within the TikTok community and the discovery of what people truly value.
1. Curiosity peaked
In the upcoming year on TikTok, we can expect relevant and useful content that piques curiosity, even for topics you didn’t know interested you. TikTok users are no longer just seeking the “right answer”; instead, their curiosity prompts brands to reveal something new to them – new options, ideas, products, and services. TikTok remains the primary destination for discovering and sharing knowledge about new and cool products. Research has shown that almost every other user opens the app with a specific goal in mind, only to end up learning something entirely new. Curiosity extends beyond finding new products and ideas; it involves a desire for learning and openness to perspectives that contradict what we believe. Popular trends and sounds transcend geographical boundaries, offering the opportunity to explore different cultures through engaging and educational content that showcases the everyday lives of ordinary people from different parts of the world. A whopping 74 percent of users feel that TikTok has connected them with people from different cultures, while 67 percent believe they have learned something new about different people, cultures, and customs through TikTok.
2. Storytelling unhinged
A powerful marketing tool, storytelling on TikTok has become predictable and actually less relevant, with what we consider traditional storytelling taking a complete turn – the new year brings unpredictable stories with no beginning, middle, or end, featuring fictional characters and unexpected narratives. Predictable stories with a classic creative flair are out, and stories that shock users and keep them engaged are totally in. The TikTok community has popularized the term delulu (from the word delusional), representing a mindset and good storytelling that is slowly becoming a hit. #Delulu is a blend of manifestation and fantasy, accepting oneself as the #maincharacter and adopting a Fake It Till You Make It attitude. The goal is to build a community that reinforces the illusion of comfort and provides a spark of carefreeness and escapism from reality, with over 70 percent of users admitting that they easily connect with strangers due to shared life experiences they share on TikTok. That’s why experts advise brands to approach with accessibility and a touch of positive energy, providing a sense of trust and comfort.
3. Bridging the trust gap
There is still a trust gap between brands and consumers, and as a result, consumers expect more from brands than simple transactions; they seek transparency, trust, and positive social change. Brands can leverage TikTok as a channel for open and clear communication with their consumers, with content creators serving as a shortcut, while campaigns provide an opportunity to listen to the needs and desires of consumers, learn, build trust, and foster loyalty. TikTok has shaped the language of an entire generation and developed jargon that those who are not “online” will find hard to understand, and brands are building consumer trust by smartly using that jargon – #cleangirl, #girldinner, #girlmath, and #quietluxury are just some of the viral terms that are now part of pop culture. Understanding the audience and adapting the language shows users that the brand actively listens, adapts, and that they are building the community together.
