Top TikTok Trends for 2024

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On TikTok, trends seem to come and go faster than you can say “viral.” Every year, this social platform continues to morph, presenting new challenges and opportunities for brands and content creators.

To navigate TikTok successfully, understanding and embracing the latest trends is a must. This isn’t about hopping on the bandwagon — it’s about understanding the global community, adapting to its language, and seizing the right opportunities to connect with your audience.

Whether you’re a seasoned TikToker or just starting out, knowing the current trends can make or break your performance on this dynamic platform. So, buckle up as we unveil the top TikTok trends for 2024, giving you the insights you need to keep your content game strong.

1. Niche Communities and Subcultures

What started as a platform for sharing dance moves and lip-syncing has evolved into a diverse ecosystem of niche communities, each with its own unique culture. From #BeautyTok to #TechTok, TikTok has been revolutionary in bringing together like-minded individuals who share a passion or interest.

In 2024, we can expect to see niche communities on TikTok not only thrive but evolve into even smaller subcultures. For instance, within the popular #BookTok community, we’re witnessing fascinating splits into more specialized groups, often divided by authors, genres, and so on. See how “booktok” searches branch out into more specific queries.

Screenshot of search recommendations, including "booktok 2024," "black booktok for women," "romance booktok," and "fantasy booktok."

For those looking to tap into these niche audiences, authenticity is key. Users appreciate genuine content that aligns with their interests. Don’t be afraid to get specific — the more niche, the better. Utilize trending hashtags, collaborate with fellow enthusiasts, and engage with your community to build a genuine connection.

2. Short-Form Educational Content

Need to learn a new skill or understand a complex concept? Just look it up on TikTok. In many ways, TikTok is no longer just a social app but a search engine in itself, with users turning to the platform for answers and information. As a result, we’re seeing the rise of TikTok creators who specialize in informational and digestible content that keeps viewers coming back for more.

Easily accessible with a personalized search algorithm, the app makes it easy for users to discover and learn something new every day. For instance, @jeeves_ny is an account dedicated to “answering any and all of your cleaning questions,” with many of its TikToks directly addressing a question you might type into Google, such as “How to remove mascara stains.”

A screenshot of the TikTok profile of @jeeves_ny, which features videos such as "How to remove a: RED WINE STAIN", exemplifying how educational and searchable content is a major TikTok trend lately.

Brands on TikTok could take a similar approach. What’s your company’s expertise? Are there questions that you’re uniquely qualified to answer? Just as @jeeves_ny provides valuable insights into cleaning, you can leverage your products and services to answer questions and address pain points relevant to your target audience.

Tips for creating informative content on TikTok? Keep it snappy and inject your personality into it. Break down information into bite-sized chunks, use captions effectively, and don’t forget to make it visually appealing. As the social media platform continues to evolve into a major source of information, there’s never been a better time to share your knowledge, one TikTok video at a time.

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3. Interconnectedness of TikTok and Pop Culture

In the not-so-distant past, TikTok felt like its own universe, where trends were mostly contained within the app. Today, though, we’re witnessing the deepening connection between the platform and mainstream pop culture. TikTok trends are now deeply linked to happenings in music, film, television, sports, and beyond. And this relationship will only grow stronger.

A great recent example of this interconnectedness is the resurgence of an early 2000s song due to the release of a new film and the TikTok effect. The 2001 track, “Murder on the Dancefloor,” was featured in the 2023 movie “Saltburn” and quickly gained traction on TikTok as people recreated the dance scene it was used for. Soon, it became a popular sound to use and listen to on its own, with the track eventually charting on the Billboard Hot 100 — the first-ever entry for the artist — 22 years after its release.

A TikTok by Sophie Ellis-Bexter with the words "MURDER ON THE DANCE FLOOR IS BACK" featured in big red letters, referencing how the song became a viral TikTok trend and hit after 22 years.

The example really highlights how events outside the platform, such as including an old song in a movie, can ripple through TikTok and trigger cultural shifts beyond the app. This sort of symbiotic relationship between TikTok and broader pop culture has led to a dynamic space where trends now seamlessly jump from one realm to another.

The takeaway? Now more than ever, brands need to take a holistic approach to TikTok, recognizing its integration with wider culture. Your social media strategy shouldn’t exist in an isolated “TikTok” silo. Keep an eye on what’s happening beyond the app. Think about things that your brand is doing “in the real world.” When you spot a potential crossover, seize the moment!

4. Social Impact and Activism

From climate change awareness to advocating for racial justice, TikTok is home to countless impactful social impact campaigns. And with 2024 being a historic election year, we can expect a surge in content focusing on social and political causes — a surge that TikTok has addressed.

Examples like the #BlackLivesMatter movement and environmental initiatives highlight how TikTok has been used to amplify voices and create a ripple effect. Additionally, the platform’s growing role as a major news source — 47% of users say they get news from the app — makes it likely that content centered around social impact and activism will make an even greater mark on TikTok this year.

This development is worth engaging with, especially for brands aiming to resonate with younger demographics like Millennials, Gen Z, and even Gen Alpha. These generations prioritize brands that align with their values and the causes they care about. By actively engaging in social impact campaigns and advocating for important issues, brands can establish a strong connection with these generations.

Advocating for issues with a distinctive perspective can enhance the message’s impact and visibility. For example, Alaina Wood (@thegarbagequeen) has amassed nearly 400K followers with her weekly “Good Climate News” series, where she highlights positive developments in the battle against climate change.

A screenshot of @thegarbagequeen's TikTok profile, which features a playlist of 119 TikToks that are part of her Good Climate News series.

Her content doesn’t just distinguish herself from the “doom-and-gloom” tone that tends to tinge conversations around climate change; it inspires hope and motivates viewers’ to continue their efforts. Brands can similarly align their advocacy with a distinctive angle or niche perspective, which can not only capture attention but also contribute to a more nuanced and multifaceted discourse.

Ultimately, for brands looking to connect with younger demographics on TikTok, actively engaging in social impact campaigns can be a strategic move that not only enhances brand perception but also contributes to meaningful change and progress. Whether it’s climate action, social justice, or community support, your TikTok can be a force for good.

5. Ephemeral Content and Stories

Ephemeral content, or short-lived posts that disappear after a set period, is expected to rise in popularity on TikTok. Much like Snapchat and Instagram Stories, TikTok Stories allow users to share content that disappears after 24 hours. It’s a staple format for brands and creators looking to engage their followers with a sense of urgency and exclusivity.

To make the most of this feature, keep it authentic. Share behind-the-scenes glimpses, candid moments, or quick updates. Also, embrace the FOMO (Fear of Missing Out) factor by teasing upcoming content or exclusive offers. Don’t be afraid to experiment with different styles, content, and formats in order to hone in on what resonates most with your followers.

Here’s an example of what a TikTok Story schedule might look like, as suggested by creator @juliabroome:

A TikTok of a proposed TikTok Story schedule by @juliabroome, a TikTok creator who has seen results from embracing this top TikTok trend of TikTok Stories.

6. Live Streaming

In the past year, the importance of live streaming has only grown, turning into a must-try feature in 2024 for those looking to boost engagement.

Live streaming is more than just a trend; it’s a dynamic way to connect. It allows creators to forge a deeper connection with their followers in real time, as its interactive nature allows viewers to engage with creators, asking questions, making requests, and sending virtual gifts.

From behind-the-scenes glimpses to interactive Q&A sessions, successful live-streamed content is as diverse as it gets. Take @yaboysavage_, who gained over 100K followers in less than a year by live streaming his video game sessions. These live moments offer an authentic and unfiltered connection that resonates with viewers, making them feel like they’re part of the experience.

To livestream on TikTok effectively, engage with your audience in real time. Ask for their input, respond to comments, and create a sense of community. Consider scheduled live sessions, such as “Fan Friday” or “Ask Me Anything,” to encourage participation. You can even collaborate with TikTok LIVE and creators to host a LIVE event, like the American Heart Association did below.

A TikTok promoting a special TikTok LIVE x American Heart Association event called Heartsaver Heroes, in which viewers were taught the ABC's of performing CPR.

Additionally, be sure to incorporate interactive elements. Polls, duets, and shoutouts during live sessions keep viewers actively participating. The key is to make your audience feel seen and heard, encouraging a connection that goes beyond the screen.

7. E-Commerce

In addition to being a massive social platform, TikTok has also evolved to become a thriving marketplace for creators and brands alike. The app’s latest approach to monetization and e-commerce is set to make waves, with the company seeking to grow its US e-commerce business to as much as $17.5 billion this year.

Much of this growth is driven by TikTok Shop, which has taken the TikTok experience to a whole new level. Now, users can seamlessly transition from watching engaging content to making a purchase without leaving the app. It’s like window shopping, but on your phone, and with the option to click “buy” right then and there. See how simple the buying process is below.

Screenshots showing how TikToks can now include a Shop button in the bottom left corner. When pressed, the product listing of the item featured in the TikTok pops up and gives viewers the option to buy, with the TikTok video still playing in the background.

Going hand in hand with the above feature, sponsored posts from creators are gaining visibility. These posts seamlessly blend in with other posts, feeling more like genuine content and less like in-your-face ads. In 2024, we can expect more and more brands to leverage the creativity of TikTok’s content creators to showcase their products in innovative ways and reach a massive audience.

Overall, crafting compelling sponsored content and setting up shop on TikTok can unlock a direct line to a highly engaged audience. Think limited-time promotions, exclusive deals, and interactive campaigns that encourage users to not just scroll, but shop. As the app continues to blur the lines between entertainment and commerce, brands have a golden opportunity to connect with users in ways that go beyond the traditional ad experience.

Analyzing Your Success

While staying on top of trends is crucial, the real impact is seen when you dive into the nitty-gritty of your own performance. Analyzing your success on TikTok isn’t just about celebrating your victories; it’s about fine-tuning your content strategy for even greater results.

First things first, check out the analytics tools available to you. Dive into insights on views, likes, shares, and comments. TikTok provides an analytics dashboard that reports all kinds of metrics to help you analyze your performance. Keep an eye on engagement rates, follower growth, and other crucial metrics for your specific content.

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On top of TikTok’s native analytics, third-party tools can add extra strength to your analysis game. For instance, Rival IQ provides in-depth data on both your brand’s and your competition’s TikTok performance. This allows for deeper social posts analysis and competitive analysis, resulting in comprehensive insights you can use to shape your strategy.

A grid of different universities' TikTok videos and their engagement rates, as shown in Rival IQ.

From there, it’s all about refining your strategy. The trends you jumped on might have worked wonders or maybe they fell flat. Use the data to refine your approach, experiment with new trends, and keep your audience hooked.

The Wrap Up

TikTok is a dynamic platform that thrives on creativity and innovation — and staying on top of trends is the key to keeping your content fresh and engaging. The TikTok trends we’ve uncovered are just the tip of the iceberg, with the real magic happening when you put your unique spin on them.

Whether it’s embracing TikTok’s social commerce features or hopping on TikTok LIVE, the possibilities are endless. Embrace change, keep an eye on emerging themes, and adapt to the pulse of the platform. As the app continues to evolve, so do the opportunities for brands just like yours.

Therese Nguyen

Therese is a former marketing manager turned freelance content writer based in Dallas. Working with agencies and B2B brands, she specializes in covering the latest developments in marketing trends, insights, and strategies. When she’s not writing, you can probably find her researching her next travel destination, wrapped up in a book, or jamming to BTS’ entire discography.

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