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1、BRAVERY THATBREAKS THROUGH2Table of ContentsMethodology01Our Trend MethodologyResearch MethodologyIntroduction02Bravery that Breaks ThroughTrend Forces03 Curiosity Peaked Storytelling Unhinged Bridging the Trust GapTL;DR04How to Be Braver in 202405Whats Next 2024|Trend Report34791929Our Key Findings
2、41403We define trends based on their impact and lifespan,and through our Speeds of Culture methodology,we make a key distinction between whats trending now(in the short-term)vs.being on-trend(in the long-term).For this trend report,we will focus on our longer-term trends,Trend Forces and Signals,tha
3、t will shape 2024.Check out Year on TikTok 2023 as we scroll back to the years most memorable trends,creators and moments with our community.Want to learn more about Trends?Check out our Trend Dashboards on the TikTok Creative Center Read our Trend Reports in the Trends Hub on the TikTok Creative Ce
4、nterCurious what took off in 2023?TikTok Speeds of CultureWhats Next 2024|Trend ReportOur Trend Methodology4Research MethodologyThis report is heavily supported by data from the Global TikTok Marketing Science team gathered across multiple third party commissioned research studies utilizing mixed me
5、thods approaches often including quantitative online surveys,exposure to stimuli in a mock TikTok environment,and/or advanced analytics.In this report,weve focused on studies from 2022 and 2023,which are most relevant,innovative,and speak to the larger trend forces at play in 2023 and 2024.Some of t
6、hese research studies are so new theyre making their global debut in this report!Research StudyMarketsSourceMethodologyTikTok as aDiscovery EngineBrazil,Canada,Germany,Indonesia,Japan,Kingdom of Saudi Arabia,Mexico,Turkey,United Arab Emirates,United Kingdom,United StatesTikTok Marketing Science Glob
7、al TikTok as a Discovery Engine Study 2023 conducted by Material20-minute online survey,grounding respondents in their last discovery/search on TikTok and other platforms.How to HookKingdom of Saudi Arabia,United Arab Emirates,United Kingdom,United StatesTikTok Marketing Science Global How to Hook S
8、tudy US,UK,GCC 2023 conducted by MetrixLab20-minute quantitative survey featuring a mock TikTok feed.In this research,we determine an ad to have a successful hook based on the percentage of viewers who watched the ad for at least 5 seconds.*Followed by a drivers analysis to prioritize hooks.TikTok D
9、rives TrustAustralia,Brazil,Canada,France,Germany,Indonesia,Italy,Mexico,Poland,Kingdom of Saudi Arabia,Korea,Spain,United Kingdom,United States,VietnamTikTok Drives Brand Trust Study 2022 commissioned by TikTok Marketing Science Global and executed by Edelman Data and Intelligence20-minute online s
10、urvey with mock-feed environments for ad testing components.Analysis of Edelman Net Trust Score over time for the brands tested(reported at an aggregated level for anonymity).Diversity StudyFrance,Germany,Italy,United Kingdom,United StatesTikTok Marketing Science Global Diversity on TikTok Study 202
11、2 conducted by Flamingo GroupLiterature review to gain foundational definition of diversity,expert interviews to hypothesize how diversity works on TikTok,in-depth case study analysis to understand how brands can participate in it,quantitative survey with 2500 TikTok usersEntertaining AdsAustralia,A
12、rgentina,Canada,Germany,France,Indonesia,Mexico,Kingdom of Saudi Arabia,Korea,Thailand,Vietnam,United Kingdom,United StatesTikTok Marketing Science Global Entertaining Ads Study 2022 conducted by MarketcastInternal survey of 156 ads among 117 stakeholders to classify stimuli for testing.Followed by
13、a 20-minute online survey globally that includes mock feed environments and drivers analysis to identify top attributes of an entertaining ad.*In the simulated environment,average viewing time is a little longer than in the real-world,thus we use the 5 second cutoff as a proxy for hooking power.What
14、s Next 2024|Trend Report53 TikTok Trend Forces to inspire your creative campaignsKey Takeaways,Research,Community Spotlights,and actionable guidance to get you startedTrend Signals from the TikTok community that define each Trend ForceWhat youll findin this report:123Whats Next 2024|Trend Report56Wh
15、ats Next 2024|Trend ReportHow do marketers keep up with culture thats constantly evolving?672023 saw the TikTok community gain the confidence to break away and reinvent the status quo in how they create and consume content.More people are creating more often,as the barriers and learning curve lessen
16、,creating an endless abundance of relevant content.What drives those who keep growing and moving forward?What limits those who are stuck,or who havent started at all?How can you break through?The wall between the two isnt tall,but it can be intimidating to climb if youve never done it before.BRAVERY
17、 THAT BREAKS THROUGHWhats Next 2024|Trend ReportIn 2024,the TikTok community will ignite a transformative mindset:Creative Bravery.While the call to be brave in creative and media has echoed for years,the bar for bravery was formulaic until the TikTok community elevated the game and showed us what i
18、t truly looks like.Fueled by a blend of curiosity,imagination,vulnerability and courage,Creative Bravery on TikTok leads to deeper community connections and revelations about what people value.Growth sits in the unknown and uncomfortable,and requires brave experimentation to unlock it.78Whats Next 2
19、024|Trend ReportBecause TikTok has democratized creativity and has leveled up the creativity in the way it has,it has set a new bar for brands and everybody out there.And thats exactly what the industry needs right now.Dalit Saad Co-Founder&CCO,KvellMade For TikTok,Episode 48Breaking through on TikT
20、ok means shifting from occasional displays of Creative Bravery to infusing it into our daily behavior and strategies.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.Creative Bravery
21、drives impact by piquing global curiosities,flipping traditional story arcs,and deepening trust between brands and their audiences.To help marketers and advertisers create in this bold way,TikTok provides resources to match the pace of culture and craft winning,on-trend content.The TikTok community
22、has become teachers,and were here to invite brands to shape culture alongside them.The unknown and uncomfortable is what creates the unimaginable-and those brave enough to create for it wont just keep up,theyll flourish.Whats Next 2024|Trend Report9CURIOSITYPEAKED1Whats Next 2024|Curiosity PeakedUse
23、rs come to TikTok looking for far more than a single right answer.Here,your every curiosity reaches its peak with new interests leading to relevant perspectives,uncharted rabbit holes,and IRL action thanks to the perfect blend of passive discovery and an active mindset.There have never been more opt
24、ions to discover new ideas or things,but its also never been more taxing to find relevant answers.Whats NextWhats HappeningHyper-relevant,delightful,and useful content that piques every curiosity,even the ones you didnt know you had.Trend Force10Whats Next 2024|Curiosity Peaked1.8xUsers are 1.8x mor
25、e likely to agree that TikTok introduces them to new topics they didnt even know they liked(40%TikTok vs.22%Traditional Social Media)Source:TikTok Marketing Science Global Entertaining Ads Study 2022,conducted by MarketcastWe dont create scrollable ads.Everybody is able to identify those.If you make
26、 content thats engaging and connects with a consumer and integrates a product seamlessly,thats when you create gold.Dalit SaadCo-Founder&Chief Creative Officer,KvellMade For TikTok,Episode 4Whats Next 2024|Curiosity Peaked11Whats Next 2024|Curiosity PeakedSerendipitousScrollingDiscovery thrives on T
27、ikTok,where people constantly discover new hyper-specific interests and shareable obsessions that act as unanticipated inspo-fuel for our engaged community.Enduring hashtags like#newfinds and#tiktoktaughtme prove the actionable power of TikTok,which assists people in overcoming analysis paralysis.Wh
28、ats HappeningTraditional search results spit out straightforward answers because theyre built on data,not community creativity.Whats NextDiscovery that is immersive and dynamic,powered by entertaining guidance from creators and brands.Trend Signal 111Whats Next 2024|Curiosity Peaked12Whats Next 2024
29、|Curiosity PeakedSerendipitousScrollingShocking audiences with a novel product design,Love&Pebbles skincare lollipop has captivated new audiences and creators to stop and share.44%visited TikTok with a specific outcome in mind and ended up discovering something they didnt intend to discoverTikTok Ma
30、rketing Science Global TikTok as a Discovery Engine Study 2023,conducted by Material44%Discovery intention change Marketer Takeaway:#tiktokfinds+10 x YoY vv growth rate TikTok continues to be the premiere destination for product discovery and sharing.Creators are eager to see for themselves,and thei
31、r audience,if their#tiktokfinds were worth it.Spark action during your audiences discovery journey on TikTok by digging into the communities theyre already a part of and creating content that aligns with their needs and curiosities.12#whattowatch+25x YoY vv growth rateTikTok communities are driving
32、recommendations for off-platform entertainment;providing top lists,juicy synopses,and creating buzz around both nostalgic and hot entertainment releases.#curiosidadesLATAM;110.3B vvThis popular hashtag is filled with fun facts by our vibrant TikTok community,fueled by curiosity,education,and passion
33、!jilllegsfordays13Whats Next 2024|Curiosity PeakedEntertainment Without BordersTikTok makes the global feel local,and users come here with a desire to learn and an openness to explore other points-of-view.Popular trends and sounds transcend geographic borders,giving our community the ability to vica
34、riously explore cultures beyond their own thanks to engaging and educational content that shows how people worldwide go about their everyday lives.TikTok now builds bridges across categories like sports,food,fashion,travel,and beauty,catalyzing pop culture moments larger in scale and scope than ever
35、 before.Whats HappeningEntertainment limited by geographic barriers or cultural gatekeepers is becoming a thing of the past.Whats NextGlobal camaraderie and communities with diverse interests are unlocking new channels for entertainment and influence.Trend Signal 213Whats Next 2024|Curiosity Peaked1
36、4Whats Next 2024|Curiosity PeakedchinguamigaEntertainmentWithout BordersAfter moving to Mexico,South Korean creator chinguamiga grew a new community,online and offline,through sharing her newly blended cultural experience.of users feel TikTok connects them with people from different backgrounds and
37、cultures around the world and 67%of users feel they have learnt a lot about different people and cultures on TikTokSource:TikTok Marketing Science Global Diversity on TikTok Study 2022,conducted by Flamingo Group Marketer Takeaway:#bamarush4.1 B vvRecently discovered by billions across the globe two
38、 years ago,#bamarush continues to grow as a global TikTok spectator sport as audiences eagerly root for new characters competing for their top sorority house every semester.Brands should proudly spotlight the unique nuances of their culture,business,and connection to organic brand fans to resonate w
39、ith our diverse audience.14#jiafeiCN;6B vvShes an icon,shes a legend,and shes created a global fandom on TikTok.From product recommendations to song remixes,this popular Chinese creator has sparked audience creativity all over the globe.#vietnamtoiyeuI love Vietnam;24.6B vvSparked by National Reunio
40、n Day,a VN public holiday,this top hashtag shares users love for Vietnams beautiful culture across borders.74%15Whats Next 2024|Curiosity PeakedPeople love exploring answers outside their comfort zonelean into what makesyou unique!Passion has no geographical or language barrier,but exhibiting unabas
41、hed enthusiasm helps transcend them all.Small business Fishwife is constantly sharing new ways to enjoy the revived#tinnedfish snack.Beauty&FashionEntertainmentCPG/FoodCommunitySpotlightsSee how Curiosity Peakedcomes to life across different TikTok communities.Whats Next 2024|Curiosity Peakedcardono
42、fficialbecauseimmissy_eatfishwife16Whats Next 2024|Curiosity PeakedClinique embraced the magic of TikTok in a full-funnel campaign that captivated minds and faces by leaning into the power of discovery,creativity,and communities on the platform.Driven by innovation,Clinique was among the first to ta
43、p into TikToks dynamic search platform by leveraging the Search Ads Toggle.increase in conversion rateincrease in click through rateincremental search impressions74kCASE STUDYClinique(UK)441%tatianacorreiamua17Whats Next 2024|Curiosity PeakedEmpower marketers to bring their brand personalities to li
44、fe through the power of music and soundThe TikTok Commercial Music Library(CML)is a pre-cleared global music library that spans all styles,genres,and regions,with songs sourced from independent and emerging artists,as well as top-tier music houses,free for businesses to use in paid and organic conte
45、nt on the platform.Collaborate with one of our badged sound partners for custom music creation,music licensing support,partnership opportunities with TikTok music creators,or sonic strategy guidance to ensure you are properly leaning into sound and fully optimizing your creative execution for TikTok
46、s audio-first environment!Expand creative partnerships with TikTok Creator Marketplace and TikTok Creative ChallengeTikTok Creator Marketplace gives brands access to a diverse selection of creators,ready to tell your brands story through their unique perspective.TikTok Creative Challenge allows crea
47、tors to opt-in with their favorite brands.This solution allows advertisers to launch a Challenge brief outlining the scope of the campaign,and then creators join and make ad creatives based on the challenge criteria.CreativeSolutionsWe have to embrace working a different way and looking for talent i
48、n different places than we normally have.Matt Ian Chief Creative Officer,Deutsch LAMade For TikTok,Episode 118Whats Next 2024|Curiosity PeakedDiscover the unexpected withSearch Ads ToggleReach diverse audiences with relevant entertainment with PulseFuel curiosity&authentic commerce with Video Shoppi
49、ng Ads&TikTok Shop Search Ads Toggle serves ads alongside organic search results.This seamless placement enables advertisers to surprise their audience and stay top-of-mind as users actively search and explore.Reach diverse audiences leaning into the entertainment shaping culture today with Pulse.Pu
50、lse guarantees your brands adjacency to the top trending content across the platform.Video Shopping Ads spark discovery by providing tailored product recommendations to users while TikTok Shop enables seamless purchases within App via our marketplace.AdvertisingSolutions18Whats Next 2024|Curiosity P
51、eaked19STORYTELLINGUNHINGEDEnds of stories are starting first.Multiple story arcs can happen at once.Communities are making up fictional celebrities and narratives.On TikTok,the shift where everyone can have a voice has unleashed creativity for all,where diverse voices,collaborative formats,and subj
52、ect matters are flipping everything we know about traditional storytelling on its head.From the structure to its characters,storytelling has become more predictable,less relevant,and therefore skippable.Whats NextWhats HappeningUnpredictable,collective stories with a flair that have no beginning,mid
53、dle,or end,giving users a vested interest in how a story transpires.19Whats Next 2024|Storytelling Unhinged2Trend Force20Whats Next 2024|Storytelling Unhinged1.4xIntriguing narrative structures guide viewers past the first few seconds-ads intended to make users curious keep them watching 1.4x longer
54、Source:TikTok Marketing Science Global How to Hook Study US,UK,GCC 2023,conducted by MetrixlabRemember,this isnt TV.Its culture.It means that your brand is now stepping into a creators space,you have to look and feel like that.The instant you try to script it,its over.Ashley RudderChief Creator Offi
55、cer,WhalarMade For TikTok,Episode 6Whats Next 2024|Storytelling Unhinged21Whats Next 2024|Storytelling UnhingedCommunity-Fueled StorytellingTikTok users are no longer passively consuming content,opting instead to keep conversations going with the community through experimental story arcs and fresh c
56、reative hooks.While stories can stand alone on TikTok,part of the fun for audiences is to thread unexpected stories together in gripping and surprising ways.Whats HappeningPredictable stories grab less and less attention.Whats NextThe collaborative spirit of TikTok is reinventing typical story arcs,
57、leading to disruptive narrative formats that surprise audiences and capture their attention while also inspiring them to join in on the fun.Trend Signal 121Whats Next 2024|Storytelling Unhinged22Whats Next 2024|Storytelling UnhingedCommunity-FueledStorytellingTikTok creator octopusslover8 puts his c
58、ommunity in the drivers seat of his content development,crafting skits based on user(&brand)comments,like this one in collaboration with eyeglasses brand Warby Parker.Users are 1.3x more likely tofeel TikTok lets users co-create content and feed off each other(compared to traditional social media)Ti
59、kTok Marketing Science Global Entertaining Ads Study 2022,conducted by Marketcast Marketer Takeaway:#blindreact8.3B vvOn TikTok,great videos are a launchpad for joyful and unexpected reactions to our communitys wide-ranging talents and masterpieces.Give the community an equal seat at the table to sh
60、ape your brands identity and narrative.Explore ways of contributing to an existing conversation or invite co-creation by incorporating suggestions and comments you receive into subsequent videos.22#mukbangvideo+600%YoY vv growthThis growing content style where creators eat while filming creates a co
61、mfortable environment for audiences to casually watch and engage.#npc13.5B vvThe TikTok community has transformed this character into a breathable archetype,pretending to be an npc in real life scenarios,and reacting to TikTok LIVE audience participation.octopusslover81.3x23Whats Next 2024|Storytell
62、ing UnhingedRooted in fandom culture,#delulu is a mindset and storyline format escalated by the TikTok community.Its a blend of fantasy and manifestation-adopting a fake-it-til-you-make-it persona for audiences to tap into,fantasizing about their dream#delusionship(delusional relationship),manifesti
63、ng the confidence of#tubegirl,or adopting the mindset of a more senior work title.Stay Tru to the Delulu is a shared community of delusional comfort and confidence for audiences to imagine and inspire beyond the limits of todays overwhelming reality.Whats HappeningWhen the world feels heavy,audience
64、s come to TikTok to find community.Whats NextTikTok audiences are building a shared community of delusional comfort to provide a spark of lightheartedness in an overwhelming reality.Stay Tru tothe DeluluTrend Signal 223Whats Next 2024|Storytelling Unhinged24Whats Next 2024|Storytelling UnhingedStay
65、Tru tothe DeluluCosmetics brand MAC jumped on the#tubegirl train early,partnering with creator sabrinabahsoon to share how MAC makes her feel unapologetically confident,anywhere.of TikTok users say its easy for strangers to connect and bond around shared life experiences on TikTokSource:TikTok Marke
66、ting Science Global Diversity on TikTok 2022 conducted by Flamingo Group Marketer Takeaway:#delulu3.7B vv;+33x YoY vv growth rateDelulu is the term,but thesentiment is nothing new.Our community has always used lighthearted humor to build relatability across communities.Enter conversations with a fla
67、ir of delulu fun to build accessible connections with audiences around joy,confidence,and comfort.24#delusionship39M vv;+390 x YoY vv growth rateOn TikTok,these delusional relationships arent limited to romantic fictional characters.Our community expands delusional relationships to aspirational conf
68、idence within themselves and other interpersonal relationships.#tubegirl1B vvCreator sabrinabahsoon ignited a cultural tube girl movement when she turned on her main character energy and iconic 0.5 lens to inspire others to unlock their inner confidence,even in public.sabrinabahsoon72%25Whats Next 2
69、024|Storytelling UnhingedTreat your audience byleaning into in-jokes and community-specific references like Among Us did.Chipotle creates their own Choose Your Character format based on common Chipotle customers.Target brings romanticized wattpad storylines,inspired my digital web comics,to real lif
70、e with creator fannita.GamingQSRRetailCommunitySpotlightsSee how Storytelling Unhinged comes to life across different TikTok communities.Whats Next 2024|Storytelling UnhingedWith every piece of content we create,if it doesnt make us laugh or doesnt make us smile,it shouldnt go out there.Chris Jackso
71、nDirector,Global Content and Social Strategy,LululemonMade For TikTok,Episode 7chipotleamongustarget26Whats Next 2024|Storytelling UnhingedIGG used TikTok as one of its key platforms during the launch of its new game,Viking Rise.From TopView to R&F,the brand showcased a variety of“lets play”creative
72、s,getting TikTok gamers excited about the new launch.IGG also rolled out a Branded Mission with a unique“spin the wheel”Branded Effect that invited users to experience what its like to unlock certain characters in the game!CASE STUDYViking Rise IGG(METAP)global users reachedreceived submissions#Viki
73、ngRise5.1B+vv600K400Mvikingrise#VikingRise#VikingRise#VikingRise#VikingRise27Whats Next 2024|Storytelling UnhingedAmplify creative storytelling with Script Generator Start with a few inputs about your brand or product,and work with Script Generator to create and further customize a videos script bas
74、ed on brand guidelines,tone,keywords,and duration.Let Creative Assistant guide you through the creative development process Creative Assistant is a smart virtual assistant for advertisers,offering comprehensive support throughout the creative development process.From inspiring ideas to script genera
75、tion,Creative Assistant leverages a wealth of TikTok ad-focused insights,best practices,and creative solutions.Get inspired by high-performing ads with Top Ads Dashboard Top Ads Dashboard is a best-in-class collection of ads,filterable by region,industry,objective,language and ad format.Users can cl
76、ick into a top ad and learn more about its performance,including Likes,Comments,Shares,CTR,CVR,Clicks,Conversions and Retention Rate.TikTok is alive,ever evolving.You need a client thats willing to lean in and keep up.Jamie FalkowskiChief Creative Officer,Day One AgencyMade For TikTok,Episode 5Creat
77、iveSolutions28Whats Next 2024|Storytelling UnhingedEmpower community-driven storytelling with Branded MissionShare genuine joy withSpark AdsReach communities through storytelling that connects with Focused ViewBranded Mission allows brands to leverage community-driven storytelling,celebrating divers
78、e voices.By crowdsourcing genuine content and collaborating with influential creators,it helps brands showcase different perspectives and disruptive narratives.Spark delight and a carefree spirit on TikTok with Spark Ads.This solutions authentic approach adds a sincere touch to advertising by using
79、real TikTok content as ad material with creators who have developed trust with their community advocating organically on your behalf.Unpredictable storytelling can lead to greater attention,and Focused View puts your ads in front of audiences that are more likely to pay attention longer.With Focused
80、 View,your brand can efficiently reach the most leaned in audiences to drive consideration.AdvertisingSolutionsWe dont own this brand outright anymore.We are stakeholders in a brand thats owned by us and our fans.We are collaborators with our fans.Matt IanChief Creative Officer,Deutsch LAMade For Ti
81、kTok,Episode 128Whats Next 2024|Storytelling Unhinged29BRIDGING THE TRUST GAPThere continues to be a growing trust gap between consumers and brands igniting audiences to seek beyond the engagement of a one-time sale.Theyre also looking for brands to lead positive societal change and transparency.Est
82、ablishing clear brand trust and values are non-negotiables.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 val
83、ues together to generate deeper loyalty on and off-platform.Brands are unsure how to meet growing consumer expectations for trust and transparency.Whats NextWhats HappeningBrands on TikTok are unlocking deeper consumer trust and influence through actively listening and growing together with their au
84、dience.29Whats Next 2024|Bridging the Trust Gap3Trend Force30Whats Next 2024|Bridging the Trust GapSource:TikTok Drives Brand Trust Study 2022 commissioned by TikTok Marketing Science Global and executed by Edelman Data and Intelligence 41%31%33%of viewers trust the brand moreare more likely to be l
85、oyal to the brandmore likely to say the brand is a good fit for who they are as a person(vs.before seeing ads on TikTok)After seeing an ad on TikTok:TikTok is an amusement park.It is the one place where brands can be human.They can be whatever tone they want to be and connect with fans authentically
86、 on there.Dalit SaadCo-Founder&Chief Creative Officer,KvellMade For TikTok,Episode 4Whats Next 2024|Bridging the Trust Gap31Whats Next 2024|Bridging the Trust GapTikTok has truly reshaped the universal language of our audience.TikTok is redefining words we already know like luxury,clean,girl,dinner
87、and reshaping them into new philosophies and aesthetics.Luxury has expanded into#quietluxury and#affordableluxury,#cleangirl is a TikTok bred aesthetic all about minimalism,and#girldinner has redefined dinner into a fun joke and sharing activity with over 183,000 video creations.Whats HappeningIts e
88、asy to feel like you can never keep up with cultural conversations,or the latest TikTok trend.Whats NextBrands are building trust with their audience through relevant cultural lingo cultivated on TikTok.Lets Talk,TikTokTrend Signal 131Whats Next 2024|Bridging the Trust Gap32Whats Next 2024|Bridging
89、the Trust GapLets Talk,TikTokUlta taps into#girlmath to promote how their loyalty program rewards money for spending money,so its still free money,right?After seeing ads on TikTok with comments turned on,viewers trust the brand 1.5x more(vs.before seeing ads with comments turned on on TikTok)Source:
90、TikTok Drives Brand Trust Study 2022 commissioned by TikTok Marketing Science Global and executed by Edelman Data and Intelligence Marketer Takeaway:#affordableluxury200%YoY vv growth rate The TikTok community has expanded the definition of luxury to be more inclusive,focusing more on craftsmanship
91、rather than price tag.Understanding and adapting the language of our platform sets immediate cultural context and connection with audiences.It lets users know,were not just here to sell,were listening,were laughing,and were creating alongside you.32#girldinner2.2B vv Girl dinner is about the collect
92、ive ability for girls to transform and justify anything-from assorted crackers paired with last nights leftovers to a single iced latte-into a full meal.#rizz18B vv;+11x YoY vv growth rate Short for charisma,audiences are adopting the term to describe when someone has undeniable swag or is suave in
93、a situation.1.5xTrust the brandmoreultabeauty33Whats Next 2024|Bridging the Trust GapTrust the FYProcess means building influential credibility at the source-it means being bold enough to be vulnerable and letting audiences into the full process and story behind a brand.This open and honest vulnerab
94、ility breeds organic conversations and community,rarely found in other spaces where influencers and brands are just showing aspirational still images.Whats HappeningAudiences feel skeptical of brands that come to TikTok with aspirational and over polished messaging.Whats NextTrust on TikTok stems fr
95、om our communitys openness to share and receive feedback,unlocking honest community conversations rarely found in other spaces.Trust theFYProcessTrend Signal 233Whats Next 2024|Bridging the Trust Gap34Whats Next 2024|Bridging the Trust GapTrust theFYProcess#Pregnancy content on TikTok has seen huge
96、growth in 2023 as creators share their honest experiences,answer questions,and exchange tips with other expecting families.For brands that advertise on TikTok consistently over an extended period,viewers trust of the brand increases by 41%(comparing trust scores for brands from Dec 2018 to December
97、2022)Source:TikTok Drives Brand Trust Study 2022 commissioned by TikTok Marketing Science Global and executed by Edelman Data and Intelligence Marketer Takeaway:#skincare+45%YoY vv growth Skincare on TikTok goes beyond skin deep.Its expanded beyond traditional beauty audiences to include all skin ty
98、pes,all genders,and redefinitions of perfect skin.Tap in by cultivating a network of creators who naturally fit with and can share their honest connection to your brand to build relatability and influence with their community.34#grwmmakeup+900%YoY vv growth This content style continues to grow in po
99、pularity as creators expand the events,conversations,and products this traditionally mundane routine task unlocks with the power of a connected audience and engaging storyteller.#tiktokseries+2000%YoY vv growth TikTok creators are making longer form content and creating unique series to keep their a
100、udiences coming back for more.Creators have the freedom to create a series on any audience query.cunninghamandco41%Increase in viewers trust in brand35Whats Next 2024|Bridging the Trust GapLeverage current trends to jump into conversations around complicated topics,like when these accountants hilari
101、ously reacted to#girlmath.Genesis partnered with with CindyChenDesigns to create a makeup look that illustrated their shared value of craftsmanship through a different lens.Creators on TikTok open new dialogue about wellness through honest and actionable solutions to overcoming universal challenges,
102、like building routine.Financial ServicesAutoHealth/WellnessCommunitySpotlightsSee how Bridging the Trust Gap comes to life across different TikTok communities.Whats Next 2024|Bridging the Trust Gapmjcpartnerscindychendesignskikivirk36Whats Next 2024|Bridging the Trust GapMAKUKU partnered with Indone
103、sian TikTok creators in the mother and baby communities to participate in their product launch in Indonesia.These creators took the two keywords Best and Love signaled by a previous hashtag challenge by the brand as the campaign messaging starting point.CASE STUDYMakuku(SEA)makukuindonesia.officiali
104、ncrease in salesof offline store consumers learned about Makuku from TikTok platform500%37Whats Next 2024|Bridging the Trust GapOpen new pathways to creators inTikTok Creator Marketplace Open Applications:creators review briefs from brands,and apply to the ones that interest them the most,based on p
105、assion and story ideas.Partner API:TTCMs improved API now allows creator marketing platforms enable creator search and discovery,complete key workflow steps within the in-app TTCM console for creators,and easily create Spark Ads from creator content,programmatically.Learn and grow with Video Insight
106、s Video Insights allows you to analyze your video creative performance,breaking down audience interactions and potential creative improvements to inspire your next high-performing video.Spend time on TikTok to get more comfortable with the prevalence of language and trends.Access real-time TikTok le
107、arnings and insights via Creative Center The Trends page on Creative Center is a treasure trove of real-time dashboards to track growing hashtags,songs,and creators to spark creative inspiration.Leverage our Trends hub to learn more about our methodology,read the latest trend reports,and more.Discov
108、er script inspiration and top-performing keywords for your ad campaign with Keyword Insights.Browse successful keywords and phrases by industry,region,and marketing objective to see how theyre used in real TikTok ads.CreativeSolutionsOne-off campaigns are cool,but its not going to have the ripple ef
109、fect that a long-term creator partnership is going to have,nor show the brand love that infusing a creator into their creative team will have.Ashley RudderChief Creator Officer,WhalarMade for TikTok,Episode 638Whats Next 2024|Bridging the Trust GapBuild an organic presence to foster trust&credibilit
110、yCollaborate with creators to create authentic content with Branded MissionBridge the trust gap with TikToks Creator Marketplace and Creative ExchangeGrow your organic presence on TikTok to bring the Trust the FYProcess signal to life.When brands consistently share relatable,entertaining non-promoti
111、onal content,it builds loyalty with audiences.Keep an eye on your organic creative and put media dollars behind whats working for you.Branded Mission helps brands engage their audiences in a trusted way by crowdsourcing authentic content from TikToks diverse community of creators.The top performing
112、videos ultimately get boosted as ads with guaranteed impressions,sparking additional user generated content along the way.Tap into the TikTok Creator Marketplace(TTCM)and TikTok Creative Exchange(TTCX)to discover and collaborate with creators and professionals on your next campaign.Through these pla
113、tforms,brands can further build cultural relevance and evolve their storytelling-both on and offline.AdvertisingSolutionsGetting something out is better than getting something perfect sometimes,especially as it relates to TikTok.Chris JacksonDirector,Global Content and Social Strategy,LululemonMade
114、for TikTok,Episode 738Whats Next 2024|Bridging the Trust Gap39What Now Whats Next 2024|Trend Report3940What if you leaned into hyper-unique aspects of your brand to educate,entertain,and enrich the TikTok community?Whats something that piqued your own curiosity on TikTok that you could tie your bran
115、d into?Whats something specific you wish more consumers knew about your brand?What if you took whats become expected from your brand storytelling on TikTok and flipped that on its head?Are you mobilizing your audience to collaborate with and shape your brand on TikTok?Whats a brand-relevant universa
116、l and/or community truth that you can infuse delusional energy into?How to Be Braver in 2024What if you established consistent actions with your TikTok community to cultivate trust beyond a single sale?How can you tie relevant TikTok lingo into your products and creative campaigns?What type of credi
117、ble knowledge do you want your audience to come to you for?CURIOSITY PEAKEDSTORYTELLING UNHINGEDBRIDGING THE TRUST GAPWhats Next 2024|Trend Report41Signal 1:Serendipitous ScrollingDiscovery thrives on TikTok,where people constantly discover new hyper-specific interests and shareable obsessions that
118、act as unanticipated inspo-fuel for our engaged community.Signal 2:Entertainment without BordersTikTok is a platform perfect for vicariously exploring cultures beyond your own thanks to engaging and educational content that shows how people worldwide go about their everyday lives.Every curiosity and
119、 interest reaches its peak on TikTok,leading to relevant perspectives,uncharted rabbit holes,and IRL action thanks to the perfect blend of passive discovery and an active mindset.On TikTok,the shift where everyone can have a voice has unleashed creativity for all,where diversity of voices,collaborat
120、ive formats,and subject matters are flipping everything we know about traditional storytelling on its head.Signal 1:Community-Fueled StorytellingTikTok users are no longer passively consuming content,opting instead to keep conversations going with the community through experimental story arcs and fr
121、esh creative hooks.Signal 2:Stay Tru to the DeluluStay Tru to the Delulu is a shared community of delusional comfort and confidence for audiences to imagine and inspire beyond the limits of todays overwhelming reality.Each campaign and organic piece of content is an opportunity to share,listen,and l
122、earn,building brand trust and values together to generate deeper loyalty on and off-platform.Signal 1:Lets Talk,TikTokTikTok has truly reshaped the universal language of our audience.TikTok is redefining words we already know like luxury,clean,girl,dinner and reshaping them into new philosophies and
123、 aesthetics.Signal 2:Trust the FYProcessTrust the FYProcess means building influential credibility at the source-it means being bold enough to be vulnerable and letting audiences into the full process and story behind a brand.OUR KEY FINDINGSIn 2024,Creative Bravery that breaks through on TikTok stems from three big shifts in user expectations:CURIOSITY PEAKEDSTORYTELLING UNHINGEDBRIDGING THE TRUST GAPWhats Next 2024|Trend ReportTL;DR