By esantiago@hubspot.com (Erica Santiago)

Few apps cycle through trends as quickly as TikTok. I spend endless hours scrolling through the app, and it feels like every other day, a new trending sound, topic, song, or challenge is going viral.

It can be hard to keep up, and I say this as a content creator and marketer whose job is to stay in tune with the latest happenings on social media.

Fortunately, I and a few other creators are savvy enough to see what TikTok trends are coming to the forefront in 2024.

So, if you‘re curious about what trends to look out for and what it could take to go viral on the app this year, you’ve come to the right blog. Here are some TikTok predictions for 2024, according to content creators.

TikTok Predictions for 2024

1. Authenticity

It‘s well known that TikTok is one of the most popular apps among Gen Z. In fact, 63% of Gen Z social media users report using TikTok in the last 4 weeks, according to Statista.

It’s also no secret that Gen Z consumers crave authenticity and relatability 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 advertisements.

Content creator and data analyst Sundas Khalid says Gen Z’s preference for authentic content will fuel the content that gets the most attention on TikTok.

“I expect storytelling, authenticity, and spontaneity to be the key themes in 2024,” she explains.

Khalid says, “Relatability was a big theme in 2023, and people found value in finding people they could relate to — but I think it was overextended to the point where it lost authenticity.”

She predicts relatability will still be valuable to TikTok audiences in 2024, but not if the creator or brand seems too keen on coming off as relatable to audiences.

“People would still want to relate but only if it’s authentic and doesn’t seem like ‘trying too hard,’” Khalid explains. “Being unique without being relatable will be more accepted and encouraged on the platform.”

Some of TikTok’s biggest stars grew their platforms by showcasing their real, authentic personalities. Perhaps the most compelling example is Keith Lee, one of my favorite TikTok content creators.

Lee rose to fame by doing food reviews of local, independent, and family-owned restaurants in his hometown of Las Vegas.

His unique on-camera presence, honest reviews, and acts of kindness helped him stand out. It also grew his TikTok following to 15 million and earned 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 filming and unexpected turns of events.

Instead of shying away from these issues or pretending they didn’t happen, he would share honest stories about what happened behind closed doors and why some restaurants received poor ratings.

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Source:: HubSpot Blog

Author: Aaron