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SPARK DEEPER COMMUNITY CONNECTIONS WITH CREATIVE BRAVERY

by Melissa Fleming
January 29, 2024


How brands can use TikTok's What's Next 2024 Trend Report to build a winning
content strategy.

To stand out this year in our evolving, vibrant and fast-paced culture,
marketers will need to be as creatively brave as their audiences. The TikTok
What’s Next 2024 Trend Report highlights how brands can move away from
traditional story arcs, showcase the unexpected and build a better connection
with audiences by leaning into three Trend Forces: Curiosity Peaked,
Storytelling Unhinged and Bridging the Trust Gap.

“2023 has seen an audience of over 1 billion people regularly coming to TikTok
to find community, surprise and delight,” said Sofia Hernandez, global head of
business marketing for TikTok. “In an era where storytelling has become
predictable, TikTok showcases creativity without a typical beginning, middle or
end.”

PROVIDING ENTERTAINMENT VALUE

It’s up to brands to keep up with the trends on TikTok, which can be a template
for creativity as well as a way to find the right conversations, the right times
to engage and the right creators. With better insight into Trend Forces, or
macro trends, on the platform, brands can build experiences for new consumer
behaviors around how they tell stories, find people and get inspired to shop.

TikTok is a space where creators openly communicate with brands and their
communities about their passions and initiate conversations over shared
interests. Consumers rely on the platform to discover new interests or to have
their Curiosity Peaked. According to the TikTok Marketing Science Global
Entertaining Ads Study 2022, conducted by Marketcast, users are nearly two times
more likely to agree that TikTok introduces them to new topics they didn't even
know they were interested in. 



The For You Page (FYP) connects users with brands and content related to their
unique passions, interests and communities. Users can get tips on saving money
with #FinTok, share a favorite recipe on #FoodTok or discover products dogs love
on #PetTok. These social communities set the trends, and brands can jump in and
become a part of existing conversations.

To do that, brands need to understand what’s relevant to the audiences they are
trying to reach, and that’s just what the TikTok What’s Next 2024 Trend Report
delivers. By looking at trends, brands can gain insight into what a particular
TikTok community values and discover creative ways to offer content they care
about and will help amplify. Brands that succeed on TikTok know how to connect
with the audience and add to the experience and culture that users are already
creating on the platform.

BUILDING FOR THE PEOPLE

It’s not the traditional way of storytelling. With Storytelling Unhinged, the
TikTok community can help shape a brand’s identity and narrative on the
platform. 

For example, a trending conversation and community effort on TikTok has emerged
around delusional comfort, or “delulu.” Adopting a fake-it-til-you-make-it
attitude, creator Sabrina Bahsoon turned the London Underground into a stage and
built a loyal following around being confident and dancing like no one was
watching. An educational and entertaining video shared how users can get in on
her trend and be a tube girl in just three steps.

Her “delulu” energy caught the attention of MAC Cosmetics, and their partnership
demonstrated how the brand can also help unlock confidence for audiences around
the world. MAC was able to leverage the moment, build connections with audiences
around joy and positivity, and join a conversation already initiated and
embraced by the TikTok community.

TIkTok can be an engine for word-of-mouth marketing for brands. In this culture,
an actual unfiltered human experience can share a product’s value with millions
on the platform. It’s how many consumers find new products and ideas today. Why?
It’s because 41% of viewers trust a brand more after seeing an ad on the
platform, according to the TikTok Drives Brand Trust Study 2022, commissioned by
TikTok Marketing Science Global and executed by Edelman Data and Intelligence.

The key to Bridging the Trust Gap is to build for the people. Brands can enter
the conversation by tapping into authentic entertainment that creators are
already making. Intersloth, for example, embraced an in-joke, a gaming
community-specific reference to pet petting and incorporated it into Among Us.
The concept was fun and easily recognizable by the audience it wanted to reach.

ADDING MORE VARIETY

Brands that want to stand out should also diversify the type of content they
produce. Creative variety is fundamental to growing and moving forward as a
brand. According to TikTok Marketing Science, CPG Sales Lift Meta-Analysis,
2021-2022, campaigns with five to seven pieces of creative are 1.5 times more
likely to make a greater impact. There is no one-time marketing solution.
Diverse content increases relevance and resonance within communities.

When brands become proficient in the way TikTokers communicate with one another,
they can adjust their messaging to fit in with what’s happening on the platform
and with particular communities. For example, Ulta Beauty tapped into the
popular #girlmath trend in this video to promote how its loyalty program rewards
money for spending money and shows it’s the “only kind of math that matters.”

Content like this lets users know a brand is not just interested in selling
products but is on the platform to watch, listen and create along with them.
Each campaign and piece of content is an opportunity to share, listen and learn,
as well as build brand trust and values together to generate deeper loyalty on
and off the platform. After seeing an ad on TikTok, viewers are 31% more likely
to be loyal to the brand and 33% more likely to say the brand is a good fit for
who they are as a person, according to the TikTok Drives Brand Trust Study 2022
commissioned by TikTok Marketing Science Global and executed by Edelman Data and
Intelligence. It’s about Bridging the Trust Gap. According to the TikTok Drives
Brand Trust Study 2022 commissioned by TikTok Marketing Science Global and
executed by Edelman Data and Intelligence, viewers trust brands 1.5 times more
after seeing ads on TikTok with comments turned on.

One way to help keep content fresh, engaging and entertaining is by showing a
different side to the brand. Unpredictable, collective stories are at the heart
of Storytelling Unhinged. Going behind the scenes, detailing how a product is
made or pulling back the curtain can help develop rapport with customers and
interest in how a story transpires. Target, for example, brought a take on the
Wattpad trend to the platform, sharing a customer’s story of living out her
Wattpad romance as she shopped and shot her shot with another customer in the
store.

Videos such as this are more relevant because they feel like they are created by
everyday people just having a conversation. When community members have the
opportunity to authentically tell their stories or share their experiences with
products, brands can discover things about their products they never even knew.

Download the TikTok What's Next 2024 Trend Report for more insight into how
brands can leverage trends to inform their longer-term content strategy and
connect better with consumers.


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