Whether you’re an established TikTok creator or you’re just dipping your toe in the short-form video app, you’re probably trying to get a vibe check on what works on the platform theses days. What kind of content does the TikTok algorithm favor? Will the platform see more advertising dollars pour in this year? What types of videos engage most with audiences?
Below, we break down 16 of the biggest TikTok trends to watch in 2024.
16 TikTok trends to watch
- Creative bravery rules
- Audiences are interested in discovering new content and niches
- Using AI becomes part of content creation
- Content now feels more global
- Content becomes more collaborative
- Delulu is here to stay
- TikTok SEO is more important than ever
- Short-form learning content continues to grow
- Longer TikTok videos are more rewarding
- Brands are spending more on TikTok ads
- Brands are leaning into UGC
- Audience trust remains a hot commodity
- Authenticity is still key
- Micro-communities gets even tighter
- There’s pressure on TikTok to pay creators fairly
- Building multiple income streams is important for TikTok creators
Trend #1: Creative bravery rules
TikTok is the best place to be yourself. Some of the most successful creators on the platform bring what TikTok’s What’s Next 2024 Trend Report calls “creative bravery,” a combination of curiosity, imagination, and vulnerability. It’s about taking risks, showing off your quirks, and building that relationship your audience is craving.
Even brands will be getting in on the action in 2024. Expect to see some seriously weird ad campaigns, in the best way possible.
What TikTok creators can do
Embrace your weirdness. In a world where more than half of Gen Zers think they can make it as influencers, you need to be unique. Whatever makes you, well, “you” is what your audience wants to see. Lean heavily into what makes you unique, be brave, and be creative.
Trend #2: Audiences are interested in discovering new content and niches
There was a time when people would go to platforms like TikTok and YouTube to scratch a very specific itch. They might be looking for content tied to their hobbies or interests, a guide for a specific problem, or even just updates from a specific creator. But between TikTok’s popularity and the spread of short-form content to other platforms, those lines aren’t as clear anymore.
In its What’s Next 2024 Trend Report, TikTok revealed that 44% of users they surveyed said they often go to the platform looking for something specific and find something completely different. TikTok is such a powerful discovery platform that creators will need to be aware of just how wide their impact can be.
What TikTok creators can do
They say variety is the spice of life, and nowhere is that more true than in your content. While you should definitely keep your core audience in mind when you create, think of everyone else on the platform you haven’t reached yet. How can you best draw their curiosity? What are they hoping to discover? Is there a trending sound you can use to draw a particular audience in?
Note that this isn’t about clickbait; it’s about experimentation. Stretch out of your comfort zone and you’ll be surprised with the results.
Trend #3: Using AI becomes part of content creation
While AI filters have already been super popular on TikTok, they’re not the only way the robots will slide in for 2024. Tons of creators are already finding ways to use AI tools to enhance their content creation process, and there are no signs of that slowing down. In fact, Thinkific’s Online Learning Trends 2024 report shows that 78% of people believe that AI-generated content isn’t going anywhere.
What TikTok creators can do
Experiment! From AI-powered video editing software to writing assistants to caption writers, you’ll find all sorts of AI tools out there that can make your life easier. Are there any parts of your workflow that you’re struggling with? Maybe you need some help coming up with content ideas? Or you just want your TikToks to have a bit more polish? Think of AI as just another tool in your toolbox.
Trend #4: Content now feels more global
TikTok content transcends international boundaries, and audiences are learning to love it. 74% of TikTok users feel like the platform connects them to people from different backgrounds and cultures, and 67% feel they’ve learned a lot about them through TikTok.
What TikTok creators can do
Don’t think that you’re just creating for people in your region! Your content can reach a lot farther than you think. That means you can potentially build a worldwide audience with people from different backgrounds, but it also means you have an extra dose of responsibility. Be extra mindful of how the content you make can come across to people of different backgrounds and cultures.
Trend #5: Content becomes more collaborative
Historically, social media content was made to be consumed in one direction. Users could leave comments and likes, sure, but there was no guarantee the creator would even see them. Then live streams started getting more popular, and interactions between creators and their audiences became an essential part of content creation. Now, between TikTok LIVE, Duet and Stitch videos, #blindreact videos, and more, collaborative storytelling is a huge part of TikTok.
TikTok users are already almost twice as likely to feel like they can co-create content with others than on other platforms, and that’s only going to increase this year.
What TikTok creators can do
Give your audience opportunities to collaborate with you. That can mean going LIVE a few times a week or jumping on trending audio that encourages people to join in. You should also go out of your way to collaborate with others, whether that’s other creators, your friends, or people plucked out of your audience.
Trend #6: Delulu is here to stay
And no wonder: #delulu had 4.9 billion views on TikTok last year, making it one of the top trends of 2023. The term might have started popping up last year, but it’s not going anywhere. It encapsulates something that’s been at the core of TikTok culture forever, a sort of light-hearted, slightly delusional sort of humor that brightens up the platform.
In 2024, creators are going to be channeling their delulu energy in creative ways, and we’re here for it.
What TikTok creators can do
Remember that delulu isn’t about being completely delusional, it’s about manifesting your best persona until it becomes your real persona. Bring unabashed confidence to everything you do and it’ll shine through in your content.
Trend #7: TikTok SEO is more important than ever
Search engine optimization (SEO) is all about growing your reach by making sure your content is easily searchable. This process usually involves packing websites with keywords that people might search on Google. But did you know that SEO is important for TikTok, too? That’s because TikTok has its own search engine, one that’s rapidly become a strong competitor to Google. Case in point, 51% of Gen Z women prefer searching things up on TikTok rather than Google.
As TikTok becomes more and more crowded, using SEO will be super important if you want to stand out from the pack. After all, everyone’s competing for that top spot on the For You page and in search results.
What TikTok creators can do
To rank your videos high in TikTok’s search results, you need to have a good understanding of your target audience. Figure out the top keywords in your niche, and include them in your content. From captions and hashtags, to your voiceover and text overlay, there are lots of ways to incorporate keywords in your content. This will help give your content a better chance to be seen by the right audiences.
Want to boost your TikTok search rankings? Grab our free TikTok SEO Cheat Sheet for tips to get more eyes on your content.
Trend #8: Short-form learning content continues to grow
Short-form learning involves educational content doled out in digestible, bite-sized chunks, making it perfect for a platform like TikTok.
According to Thinkific’s Online Learning Trends 2024 Report, 62% of people who consume online content say they’re more interested in creators who make educational content than pure entertainment. .
As people get busier — and the job market gets weirder — they’ll be looking to build up their skills in a quick, easy, and effective way. There needs to be an army of creators ready to teach them.
What TikTok creators can do
You probably identify as a content creator, but have you ever considered yourself to be a creator educator? Odds are there’s a topic or a specific industry that you know more about than your audience, so try creating a few TikToks sharing your knowledge. And if you’re not already an expert? Position yourself as a curious beginner who’s ready to share your discoveries as you learn.
Trend #9: Longer TikTok videos are more rewarding
One of TikTok’s main creator monetization tools, the TikTok Creator Rewards, requires that your videos be at least a minute long to be eligible. To earn some cash through this program, you’ll have to start making longer videos.
And that’s not the only way you can make bank with longer videos. While TikTok increased the overall video limit to 10 minutes a while ago, there’s one way you can make videos as long as 20 minutes. TikTok Series, which lets creators put a paywall up in front of their exclusive content, allows for these longer videos. So, if you want to increase your TikTok income this year, longer videos will be one of the top TikTok trends to watch.
What TikTok creators can do
If you’ve only been making 15-second TikToks, start exploring longer video ideas. No matter what your niche is, there’s always an opportunity to produce more in-depth content.
For example, a TikTok creator within the beauty niche could create longer “Get Ready With Me” videos, while a fitness influencer could film a vlog where they lip-sync their way through a whole workout.
Trend #10: Brands are spending more on TikTok ads
While it looked like marketers were pulling away from advertising on social media platforms like TikTok in the last few years, budgets may go back up. According to a survey by Capterra, 71% of small businesses are going to be ramping up their TikTok marketing spending in 2024. Meanwhile, spending on TikTok ads overall is expected to represent 2.6% of all digital ad spending worldwide — up from 2.2% in 2023.
Even when the economic environment is uncertain, marketers are always looking to get the best bang for their buck. That means they’re unlikely to abandon social platforms like TikTok for advertising.
What TikTok creators can do
If you want to make brand deals one of your income streams, you’ll need to step up your content creation game. Though marketers will be spending on TikTok ads, due to the current economic climate, they will also be more selective when choosing a creator or business to partner with.
According to Bradley Hoos, CEO of influencer marketing agency The Outloud Group, marketers will prefer “creators that have a track record of performing for brands targeting similar customer demographics.” This is to ensure that their ad spending is “delivering high efficiency.”
To land lucrative brand deals — and earn through TikTok ads — creators will need to demonstrate their ability to create high-converting content. Whether it’s improving your editing skills or getting a better camera, it’s time to step up your skills.
Trend #11: Brands are leaning into UGC
As audience trust becomes more valuable on TikTok, brands will need to work harder to get their customer base’s attention — or they’ll have to be smarter about it.
User-generated content (UGC) straddles the line between influencer marketing and pure advertising. While UGC used to be exclusively organic content created by a brand’s real customers, it’s taken on a new meaning with the rise of UGC creators. An alternative to conventional marketing campaigns, UGC creators get paid to make authentic-feeling videos that brands can use in their channels to promote their products.
UGC was far from a mainstream marketing technique, but now brands like Fantastic Furniture use it to create campaigns that drive engagement, bring in revenue, and cost less than other advertising campaigns. In 2024, you’re likely to see more UGC campaigns than traditional advertising.
What TikTok creators can do
Consider UGC creation as an opportunity to unlock a new revenue stream. For reference, some brands pay over $250 for 60-second videos. And if you’ve been creating content, you’ve already got the skillset to become a UGC creator. Reach out to brands, or use platforms like Trend or UGC Shop to find gigs, and you can start raking it in.
Trend #12: Audience trust remains a hot commodity
Chances are you’ve heard of the phrase “TikTok made me buy it,” but have you wondered what motivates someone to make a purchase after watching a short video?
Well, it all comes down to one simple yet essential thing: trust. Successful TikTokers are relatable, and people trust that their favorite creators have their best interests in mind.
According to TikTok’s 2023 Trend Report, 72% of users who bought a product or visited a website after going on TikTok said they watched a review from a creator they trust. To drive sales on TikTok, creators and brands alike will have to build that trust with their audience — no more misleading ads or clickbait content.
What TikTok creators can do
Like your follower count, your audience’s trust in you is something that’s built over time. As you’re creating videos, you should always be thinking about your audience. How will they benefit from your content? It’s tempting to hop on the latest trending sound, but if you want to gain your viewers’ trust, you need to ask yourself how your content can add value to them. Always think of the bigger picture.
Trend #13: Authenticity is still key
TikTok isn’t like Instagram, where flashy lifestyles and picture-perfect posts tend to get lots of attention. Authenticity has always been important on the platform, which shows in the raw, relatable content of many successful TikTokers. Whether it’s honest conversations about mental wellbeing or open discussions about real-life problems, the demand for authentic content isn’t going away anytime soon.
What TikTok creators can do
No matter what kind of content you create, make sure that you show up as your authentic self the whole way through. People want to follow real people, not caricatures or fake experts. Be transparent and honest, even if that means sharing your failures or what you’d consider to be an embarrassing but relatable situation with your audience. Your viewers will appreciate your ability to be vulnerable. You don’t have to perform or act like you know it all!
Trend #14: Micro-communities gets even tighter
Something that sets TikTok apart from other platforms is its many communities of different interests. TikTok is 2.7 times more likely to introduce users to new topics, and they know it’s the place for deep dives into that specific thing they’re newly obsessed with.
When people go on TikTok, they’re looking for creators who understand them, and who’ll inspire them to make a change — whether that’s learning how to use Excel like a pro, or creating their own #sundayreset routine. In 2024, that sense of community will be even more important, and no niche will be too small.
What TikTok creators can do
You don’t have to obsess over picking your niche. Whatever your content is about, there’s an audience for it. Just focus on a topic you’re an expert in — or something you’re ready to devote time to learn about — and join the conversation. Remember, no matter what your niche is, people want to learn and grow with you. So give them that!
Trend #15: There’s pressure on TikTok to pay creators fairly
It wasn’t that long ago that TikTok was the most downloaded app in the world, blowing past the older players. But then Instagram started investing in Reels, YouTube put more juice into Shorts, and now TikTok has competition from all sides. It might still be the king of short-form content, but it’s not the only player in the game.
One of TikTok’s biggest challenges is making characters feel like they’re getting paid enough for the effort they put into their content. Although TikTok has already tested a number of ways to pay its creators, it’s always been a bit behind other platforms. YouTube updated its Partner Program to better reward Shorts creators, while Meta is testing Ads on Reels for Facebook and Instagram. In this race, the platform that manages to pay creators fairly will come out on top — and TikTok needs to act fast.
What TikTok creators can do
Don’t put all of your eggs in one basket. If your specialty is short-form video content, start diversifying and posting on other platforms. For instance, YouTube Shorts and Reels are both great for discoverability. Building an audience beyond your TikTok videos will help you unlock more monetization opportunities — your wallet will thank you.
Trend #16: Building multiple income streams is important for TikTok creators
While TikTok is experimenting with ways to compensate creators for their work — like the new Creator Rewards replacing the defunct Creator Fund — you can’t always rely on these in-app monetization tools. As the platform attempts to strike a balance between bringing in revenue and keeping creators happy, things could keep changing, and sometimes creators could get left in the lurch.
Monetization on TikTok and similar social platforms has always been incredibly volatile, meaning creators can’t just rely on these in-app programs to make money. Instead, you’ll need to find new ways to earn through methods that aren’t dependent on TikTok or similar platforms.
What TikTok creators can do
While TikTok is a great platform for growing your audience, its native monetization tools won’t necessarily help you bring home the bacon. However, if you’ve built a substantial following through your TikTok videos, you can always funnel your audience to other income streams. One of the best ways to do that is by creating and selling digital products.
Want to start selling your own digital products? The Leap can help you with that.
The Leap is an all-in-one creator store with features like a link-in-bio storefront, a mobile-first digital product builder, and an email marketing suite. Powered by AI, The Leap can help you transform your expertise into a mobile-friendly digital product — like a mini-course, tutorial, guide, or challenge — in just minutes. You can also use The Leap to create lead magnets (aka freebies) quickly, which you can give away in exchange for your followers’ email addresses. In other words, it’s an invaluable tool if you want to start building your email list and owning and monetizing your social audience. Try The Leap for free now!
Create and sell digital products in minutes using The Leap!
Be a TikTok trend-setter
TikTok appears to be the place for creators to explore new opportunities in 2024, whether you want to try out a new niche, make money creating UGC for brands, or ramp up your prospecting for brand deals. As long as you keep your audience in mind, create content that adds value to them, and give them the positive vibes they need to be their best selves, you can win big this year.
Want to get more traction on TikTok? Grab our free TikTok SEO Cheat Sheet for tips to get more reach on the app.
TikTok trends FAQ
How can you research TikTok trends?
If you want to get a sense of the top trends on the platform, TikTok’s annual What’s Next Trend Report is a good place to start. It’s aimed at marketers, but it’s still useful for creators who want to know what TikTok trends audiences are interested in.
And if you just want to know which hashtags are popular right now, you can use TikTok’s Trend Discovery Tool for your research.
How do you know which trends you should jump on?
Generally, you want to go for TikTok trends that are at least tangentially related to your niche. That way, you can bring some expertise to the table — instead of being just another creator jumping on the bandwagon. That’s not to say you can’t try your hand at a completely unrelated trend, though. You could really rake in the views through trending audio or sharing your own take on a trending topic, but at that point, it’s more luck than anything.
Follow The Leap on TikTok, Instagram, and YouTube for more audience growth and monetization tips. We also make a newsletter.
Further reading
- How To Get More TikTok Followers: 19 Simple Hacks
- How To Use TikTok Hashtags To Get More Views
- What Are the Best Times to Post on TikTok?
- TikTok SEO: 8 Tips To Help Your TikTok Videos Rank High in Search
- How To Make Short-Form Video Content Work for You
- TikTok Money Calculator: Estimate How Much You Can Earn as a Creator
This article was originally published in February 2023, and updated in July 2024 with additional information.
