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Three Trends And Four Predictions for Marketing on TikTok in 2024

It’s no secret that today’s consumers are reshaping how we all consume content. In fact, a generational shift towards platforms prioritize authenticity and community-driven interactions is perhaps the key lesson marketers must grasp heading into 2024. Of all platforms, TikTok stands out by focusing on active user engagement for a full-funnel experience.

This dynamic has fostered a strong sense of loyalty between users and the platform, transforming TikTok into a go-to place for discovery and entertainment. In this article, we spoke to Yikai Li, Nativex’s GM of Europe & North America, to discuss the current and future trends shaping the platform. Read on to discover where TikTok is right now, before moving on to where we predict TikTok will head in the next 12 months.

Trend #1: TikTok Has Changed How Content is Discovered

TikTok serves the increasing demands of users who want a richer and more dynamic approach to information discovery. TikTok’s search functionality today is a sophisticated blend of intuitive design and user-centric features. Unlike traditional platforms, where keywords dominate search dynamics, TikTok infuses an immersive experience into discovery. Hashtags, for instance, become more than just categorizations — they evolve into challenges, themes, or narratives of trending stories.

TikTok also offers the singular capability of search based on sounds or music clips. A single obscure track can snowball into becoming the centerpiece of countless videos, and a user’s search for that melody can lead them to a diverse array of content — from dance routines to parodies.

Even without a specific query in mind, TikTok ensures discovery remains central. Simply tapping into the search tab reveals a buffet of trending videos and topics, underscoring the platform’s commitment to spontaneous content exploration.

This is particularly evidenced by TikTok’s hashtag challenges, which have become a brand awareness staple not just confined to user-generated content.

What sets TikTok apart from its competitors is its active engagement ethos. Users are active participants, often diving into trends, challenges, and duets. Such tools create a rich, communal atmosphere.

Trend #2: The Platform is Better the More Personalized it Becomes

Regarding discovery, TikTok’s “For You Page” is a tailored content hub capable of propelling even new creators to virality.

TikTok’s spontaneity in design ethos extends to user behavior as well. The platform thrives on real-time content consumption, often blurring the lines between mere viewing and active participation. Enticed by a trending dance challenge or a viral theme, users can instantaneously join the wave, making their content part of the larger narrative. But TikTok’s genius doesn’t lie solely in its large-scale trends. The recommendation system’s effectiveness in surfacing content from budding influencers or everyday users means that discovery is perpetually fresh and diverse.

This democratized approach ensures that while big names hold sway, the next viral star could be anyone. Interactive elements, such as duets or stitches, further amplify this sense of community-driven discovery. Users are passive consumers and collaborators, shaping and reshaping content narratives daily.

Trend #3: Creating Community Around a Brand

Engaging users throughout the buying journey is a core tenet of TikTok’s approach. The platform’s ‘infinite-loop’ strategy ensures that search, reviews, and participation are intertwined, pushing brands to focus more on fostering community engagement than just on advertising spend.

The significance of recommendation-based marketing, especially on a platform like TikTok, highlights collaborations with influencers and offers a more effective, budget-friendly, and impactful alternative to straightforward advertising, especially if brands can efficiently leverage the influencer’s dedicated audience.

While TikTok’s allure grows, brands must be wary of not mistaking reach for engagement. With their authentic, localized content on TikTok, micro-influencers play a crucial role in creating targeted and authentic connections that can be incredibly effective. This nuanced approach becomes more relevant as the platform contemplates integrating external search links, which could amplify the importance of localized and genuine content.

TikTok in 2024

Moving on from the current trends, it’s time to look to the future. Yikai has three predictions for TikTok’s development in 2024 that marketers should be aware of

#1 TikTok Shop Participation to Increase

In 2024, TikTok Shop will continue to experience a significant uptick in activity, presenting a key growth opportunity. Yikai believes that this will make e-commerce an essential focal point, and a way for brands to drive increased engagement and revenue.

As such, expect more influencers and brands to embrace TikTok Shop. As influencers and brands thrive on TikTok Shop, celebrities will likely follow suit, leveraging the platform for product sales and managing their businesses. “This collective participation will make TikTok Shop a dynamic e-commerce hub in 2024,” says Yikai

#2 TikTok Live Streaming Will Grow

According to Yikai, “TikTok Live Streaming represents a departure from the conventional in-app advertisement model.” In fact, a more efficient in-app purchase method for monetization will soon arrive. As such, in 2024, “TikTok Live Streaming will surge in activity.” This is because live streaming’s direct consumer monetization sets it apart from standard practices, offering a better and more efficient alternative to traditional advertising

#3 TikTok to Streamline Agency Partners

In 2024, TikTok is anticipated to streamline its influencer marketing partnerships by reducing the number of agency collaborators. Current best practices suggest, “a need for more control and trust in the influencer marketing space as TikTok moves towards an in-house team that manages influencers directly.”

Yikai forecasts that TikTok will seek to form strategic alliances specifically with agencies that demonstrate a robust expertise and a strong foothold in local markets, focusing on those with a proven track record of experiences and understanding of consumer behaviors.

Looking Forward 

TikTok is undoubtedly revolutionizing how brands approach search and discovery. Its unique content strategy, coupled with sophisticated recommendation algorithms, presents a myriad of touchpoints for user conversion. As the contours of the digital search landscape transform, the onus is on brands to stay agile, recognizing and capitalizing on these nascent opportunities.

That’s a wrap on 2023! For more content on TikTok, read up on our articles on TikTok Shop, why it matters, and more on our performance marketing blog.

This article was adapted from the original over at Performance Marketing World.


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