4 TikTok Trends Creators Predict Will Dominate in 2024

It‘s no secret that TikTok is one of the fastest-moving social media platforms out there. Keeping up with the endless cycle of new sounds, songs, challenges and trending topics that go viral on the app can feel like a full-time job.

As a content creator and marketer who spends an embarrassing number of hours scrolling through my For You Page, I know this struggle all too well. Luckily, I‘ve teamed up with a few other savvy TikTok creators to round up our predictions for the top trends that will take over the app in 2024.

If you‘re curious about what kind of content has the best chance of going viral this year and how to maximize your brand‘s TikTok success, read on for our expert insights. Here are 4 major TikTok trends to watch for in 2024, according to creators who know the platform inside and out.

1. Authenticity Will Be Key

It‘s well-documented that TikTok is wildly popular with Gen Z, with 63% of young social media users engaging with the app in just the last month. And if there‘s one thing we know about marketing to Gen Z, it‘s that they crave authenticity and relatability above all else.

In fact, 82% of Gen Z consumers say they would trust a brand more if it used real images of customers in its advertising, rather than overly polished professional shots. Content creator and data analyst Sundas Khalid predicts this preference for genuine content will be a huge driver of what goes viral on TikTok in the coming year.

"I expect storytelling, authenticity, and spontaneity to be the key themes in 2024," Khalid says. "Last year, relatability was huge, but it got to a point where creators were trying so hard to be #relatable that it lost authenticity. People still want to see content they can relate to, but only if it seems natural, not forced or overdone."

Take Keith Lee, for example. The Las Vegas-based content creator skyrocketed to TikTok fame by posting honest, down-to-earth reviews of local restaurants. His unique on-camera presence and acts of kindness, like spotlighting struggling family-owned businesses, helped him stand out and grow to over 12 million followers.

By openly sharing the real challenges he faced, like filming mishaps and restaurants that didn‘t quite meet his standards, Lee built a strong sense of trust and credibility with his audience. Brands can foster the same authenticity on TikTok by staying true to their personality and values.

Partnering with influencers, particularly micro-influencers with under 100K followers, is another effective way to build consumer trust on the app. These smaller creators tend to have highly engaged communities and yield better results for marketers than typical celebrity influencers. In fact, 64% of influencer marketers chose to work with micro-influencers in 2023.

2. Educational Content Is on the Rise

These days, many people (myself included) are turning to TikTok as their go-to source for information on topics ranging from current events to pop culture to practical how-to advice. 40% of consumers now use TikTok to find informative content – a statistic that creator Jon Youshaei believes will drive a surge in educational videos this year.

"Because of TikTok‘s growing popularity as a search engine, creating educational content that provides real value will become even more important for going viral in 2024," Youshaei explains. "There will be a rise in creators who can provide helpful answers and position themselves as experts, which is much easier to monetize long-term than just chasing fleeting trends."

Wildlife creator Mndiaye97 is a prime example of educational TikTok done right. With over 16 million followers, he‘s known for humorous videos packed with fascinating animal behavior facts. By presenting the information in a fun, lighthearted way, complete with memes and jokes, his content regularly racks up millions of views and likes.

Chef Cassie Yeung takes a similar approach with her wildly popular cooking tutorials. In between showing followers how to whip up simple, tasty dishes at home, Yeung keeps things personable with her signature "first bite, bestie" reactions. Her most popular videos easily surpass 10 million views.

The takeaway? In 2024, consider creating fun educational content that provides true value for your audience. You don‘t need a boring academic tone – let your brand‘s unique personality shine and aim to inform in an engaging way.

3. AI Will Play a Bigger Role (But Tread Carefully)

If you‘ve been on TikTok lately, you‘ve likely seen AI-generated content starting to take over. From dreamy fantasy scenery to beloved cartoon characters belting out R&B hits, AI is behind some of the app‘s most popular trends. Creator Chris Dillon predicts this is just the beginning.

"In 2024, I think you‘re going to see way more content generated by AI, to the point where every other video will incorporate it in some way," Dillon says. "But eventually, AI-generated content will start to feel oversaturated and stale. That‘s when authenticity and personality will become even more crucial again."

The bottom line? AI can be a highly efficient tool for generating short-form video content, but brands should use it thoughtfully and avoid over-relying on it. Focus on sprinkling in AI elements to enhance your videos while staying true to your unique voice and ensuring you‘re being ethical with the tech.

Jeremy the Manager is a great example of striking this balance. The account follows a cat "manager" at a New York pet store, with an AI-generated British accent hilariously narrating his antics and dialogue with coworkers. While the voice is fake, the footage of Jeremy and scripts are real, adding a creative touch without losing authenticity.

4. Recommendation Content Will Reign Supreme

As a content creator and TikTok addict myself, my personal prediction is that we‘ll see a huge uptick in recommendation videos this year. With more users treating the app like a search engine, they‘ll be looking to creators they trust to suggest everything from books to beauty products to restaurants and more.

One of my favorite corners of the app is #BookTok, where literature lovers offer up reading recs in every genre imaginable. These videos can drive serious sales too – the BookTok community has been credited with propelling old books like The Song of Achilles back onto bestseller lists purely through rave reviews.

According to TikTok‘s own data, a whopping 50% of users have purchased something after discovering it on TikTok LIVE. Even more impressive, 78% have bought a product after seeing a creator recommend it. And don‘t forget how powerful the platform is for reaching the coveted Gen Z demographic, 33% of whom made a purchase from an influencer‘s brand just last year.

The lesson for brands? Consider creating your own product recommendation content in 2024, or tap an influencer to evangelise your offerings to their trusting audience. With the right TikTok strategy, you could see a major boost in sales and brand awareness among your target consumers.

The Future of TikTok Marketing in 2024

There you have it – the top 4 TikTok trends that creators like myself predict will dominate the app in 2024. As you build out your strategy for the year ahead, keep these key takeaways in mind:

1. Prioritize authenticity and relatability, but don‘t force it to the point of cringe. Be true to your unique brand voice.

2. Experiment with educational content that provides real value to your target audience in a fun, engaging way.

3. Incorporate AI thoughtfully to aid your content creation process, but don‘t sacrifice personality or ethics.

4. Create genuine product/service recommendation videos, or partner with trusted influencers to get the word out.

Above all, remember that TikTok favors creative, entertaining content that hooks the viewer quickly and provides some kind of value, whether that‘s humor, inspiration, education or beyond. Stay nimble, keep a pulse on the latest trends, and most importantly, have fun with it!

Now if you‘ll excuse me, I have another several hours of scrolling to get back to. Happy TikTok marketing!