Few apps become trends as fast as TikTok. I spend countless hours scrolling through the app, and it feels like every other day, there's a new trending sound, topic, song or challenge going viral.
It can be hard to keep up, and I say this as a content creator and marketer whose job it is to keep up with the latest happenings on social media.
Luckily, I and a few other creators are savvy enough to see which TikTok trends are coming to the forefront in 2024.
So, if you are curious about what trends to look out for on the app this year and what might go viral, then you have come to the right blog. Here are some TikTok predictions for 2024, according to content creators.
TikTok's predictions for 2024
It is well known that TikTok is one of the most popular apps among Gen Z. In fact, according to Statista, 63% of Gen Z social media users have used TikTok in the last 4 weeks.
It's also no secret that Gen Z consumers want authenticity and relevancy in their media.
Don't believe me? A recent survey shows that 82% of Gen Z consumers would trust brands more if they used authentic images of real customers in their ads.
Content creator and data analyst Sundas Khalid says Gen Z's preference for authentic content will drive content that gets the most attention on TikTok.
“I expect storytelling, authenticity and spontaneity to be key themes in 2024,” she says.
Khalid says, “Relatability was a big topic in 2023, and people found value in finding people they could relate to – but I think it had escalated to the point where it lost authenticity.”
He predicts that relevancy will still be valuable to the TikTok audience in 2024, but not if creators or brands are so eager to become relevant to the audience.
“People will still want to have a relationship, but only if it's authentic and doesn't feel like 'trying too hard,'” explains Khalid. “Being unique without belonging will be more accepted and encouraged on the platform.”
Some of TikTok's biggest stars grew their platform by showcasing their real, authentic personalities. Perhaps the most compelling example is Keith Lee, one of my favorite TikTok content creators.
Lee became famous by doing food reviews of local, independent and family-owned restaurants in his hometown of Las Vegas.
Her unique presence on camera, honest reviews, and acts of kindness helped her stand out. This increased his TikTok follower count to 15 million and earned him collaborations with celebrities like Kevin Hart and brands like Chipotle.
Recently, Lee went to several cities across the country to review restaurants and, on some occasions, there were mishaps in the filming and unexpected turns of events.
Instead of turning a blind eye to these issues or pretending they don't happen, he'll share honest stories about what happens behind closed doors and why some restaurants get bad ratings.
Their authenticity helped legitimize their reviews and build trust among their audience. Authenticity can do the same for your brand on TikTok.
And if you need extra help building trust with consumers on the app, consider partnering with influencers – especially micro-influencers.
Micro-influencers with 10,000 to 100,000 followers build deep relationships and communities with their audiences. They often bring marketers more success than working with celebrities or macro-influencers.
Of the marketers who worked with influencers and creators in 2023, 64% worked with micro-influencers, making them the most popular choice for influencer marketers.
2. Educational material
For years, I turned to Google whenever I needed information on almost any topic.
While I still rely heavily on the classic search engine, I'm starting to use TikTok to find information on everything from pop culture updates to breaking news to how-to tutorials.
And I am not alone. A recent study found that 40% of consumers use TikTok for informational content. So, it makes sense that creators like John Yushai predict that education content will shine on the platform in 2024.
“With TikTok emerging as a search engine in 2024, creating educational content will become even more important to go viral on TikTok,” he says. “For years, the For You page on TikTok has been dominated by trends, pop culture, and memes.”
However, Yushai says the situation is changing as more people are turning to TikTok to search for tutorials, recipes and specific questions.
“There will be an increase in the number of creators who can create content that provides answers, making it much easier to monetize and build a sustainable business,” he explains.
For example, TikTok content creator Mndiaye97 has over 16 million followers and is known for posting humorous yet educational videos on animal behavior and wildlife.
Apart from gaining millions of followers, Mndiaye97 content has also earned him collaborations with BBC Earth and PBS. On average, his videos get at least 1 million views and more than 100,000 likes. Some videos have received more than 20 million views.
Professional chef Cassie Yung has over 3 million followers on the app and is known for showing her followers how to make simple yet delicious dishes at home.
His videos average between 1 million and 10 million or more views on the platform.
Both creators provide useful or interesting information in a friendly and informal manner.
Mndiaye97 sprinkles every video with exaggerated jokes and memes, and Yung ends every video with “First bite, bestie”, followed by an actual reaction to her food.
So, in 2024, consider posting educational videos, but you don't have to take a monotone explainer approach. Have fun and provide your followers with useful information for your brand in a unique way.
3. More AI-generated content
“I think in 2024, you're going to see more content created by AI. I think it's going to get to the point where every other content you see on the app is AI-generated in some way or another,” says content creator Chris Dillon.
And I don't think this is a distant prediction. Nowadays, I often see videos on TikTok that are completely AI-generated or rely heavily on AI.
For example, one of the most popular genres of short-form video is “Which room/house/space would you choose?”
These videos will feature AI-generated photos of aesthetically pleasing bedrooms, landscapes and homes and ask users which they would prefer to live in or relax in – many of them receiving millions of views and tons of engagement.
An equally popular but slightly more uncontrolled trend is the SpongeBob R&B covers popping up on the app.
In these videos, producers use AI to manipulate the voices of the actors in SpongeBob SquarePants to make the characters sing popular R&B songs by artists like Jasmine Sullivan or Keisha Cole.
Comment: While the SpongeBob trend is popular, it has raised many questions regarding the ethics of using the actors' voices to say or do things they normally wouldn't.
While I wouldn't look to SpongeBob covers for inspiration in your next TikTok campaign (remember: ethics), I can attest that AI can be an excellent tool for creating short-form videos efficiently and quickly.
Watch the video below, which was created using only AI tools.
“Ultimately, AI-generated content will feel stale and become oversaturated on platforms – to the point that authenticity will become even more important,” Dillon warns.
With this in mind, I suggest being wary of using AI as a supporting tool and relying heavily on it to create content that connects with your audience.
One page that strikes the right balance would be Manager Jeremy on TikTok. The TikTok account follows a cat named Jeremy who lives (and “works”) at CityPups, a pet store in New York.
The business staff use a British voice to give the cat the personality of an irritable manager who intimidates his coworkers. The voice is AI-generated, but staff create the dialogue and skits.
The sound is superimposed over real footage of Jeremy the cat wandering around the shop. In this example, the AI is used for humor and does not take away from the personality and authenticity of the content.
Of course, I'm both a content creator and a chronic TikTok scroller, so I guess I should put in my two cents. I predict that recommendation videos will explode in 2024.
Remember what Yushai said about consumers using TikTok as a search engine?
This includes searching for recommendations. For example, one of my favorite communities on TikTok is #booktok.
On the #booktok hashtag, creators recommend classic upcoming books for fans of horror, comedy, romance, and more.
So, in 2024, consider creating content that recommends useful products and services to your consumers or collaborating with an influencer so they can recommend your brand to their audience.
And believe me, there are definitely consumers who will purchase a product or service after seeing a recommendation on TikTok. According to the platform, 50% of TikTok users have purchased something after watching it on TikTok Live.
Additionally, 78% of TikTok users have purchased a product after seeing it featured in TikTok creator content.
Finally, we shouldn't forget that TikTok is especially popular among Gen Z consumers, and 33% of that demographic purchased a product from an influencer-established brand in the last year.
So there you have it: four trend creators we predict will take over TikTok in 2024. Going into 2024, make sure your TikTok videos are authentic, but not relatable to the point of being cheesy and exaggerated.
Consider creating content that is valuable and useful, such as educational videos or product and service recommendations. And finally, be willing to use AI as a helpful tool, but don't let it take away the content of your personality.
Now, if you'll excuse me, I'm off to scroll through TikTok again for the next hour or so.