Throughout 2024, TikTok has continued to solidify its position as a leading social media platform with more than 1 billion monthly active users. 

The network has become a crucial space for brands to engage with a diverse and highly interactive audience – and, as we move further into 2024, its influence on digital marketing and consumer behaviour is expected to show no signs of abating. Brands need to stay ahead of the curve by embracing the latest trends.

From the rise of unpolished, authentic content to the evolution of long-form videos, TikTok is reshaping how brands connect with audiences. 

In this report, we’ll explore the future of audio on the platform, the growing influence of TikTok on shopping behaviours, and the power of community engagement in driving tourism and brand relatability.  

Download the full report to uncover how these trends can help your brand thrive in the ever-evolving landscape of TikTok. Here’s a glimpse into the five key trends…

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1. Unhinged content 

Unpolished, authentic content is thriving on TikTok, with brands and consumers embracing its ‘real’ feel. Whether it’s unexpected evolutions of a trend, overtly dramatised storytelling, or exceptionally honest reviews, this trend hones in on how brands are using unique narratives to keep users engaged for longer. 

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2. Long-form video content

In 2023, TikTok shifted its focus to promote more long-form content, increasing video limits up to 60 minutes. While some creators miss the platform’s short-form roots, long-form videos are proving effective for higher conversions and stronger connections. This article looks at how brands can take advantage.

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3. Future of audio

In January, Universal Music Group removed major artists' tracks from TikTok over music rights issues. Despite fears this would hurt the platform, TikTok saw no drop in usage. Though a new deal was reached in May, which saw music return to the platform, during the interim users adapted by creating original sounds and AI covers. Find out how this changed the platform in this article.

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4. Search and shop

According to eMarketer, Gen Z now prefers TikTok over Google for search, with the hashtag #TikTokMadeMeBuyIt highlighting its influence on product discovery. Given that two-thirds of users discover new products via viral videos, trending audio, and creator content, this trend dives into how TikTok is influencing our purchases.

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5. Travel and the power of community

On TikTok, community engagement is key to success. Brands typically build trust through familiar methods, but exploring new communities and cultural references can create opportunities. From #BookTok to #FoodTok, this trend investigates how the platform drives tourism and increases brand relatability.

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You can view the full report here. If you have any questions or comments, please get in touch: hello@battenhall.com. We’d love to hear from you!

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