Canada

BRAVERY THAT
BREAKS THROUGH
Table of Contents
01 Methodology
Our Trend Methodology 3
04 How to Be Braver in 2024 40

Research Methodology 4

02 Introduction
Bravery that Breaks Through 7
05 TL;DR
Our Key Findings 41

03 Trend Forces
● Curiosity Peaked 9
● Storytelling Unhinged 19
● Bridging the Trust Gap 29

What’s Next 2024 | Trend Report 2

Our Trend TikTok Speeds of Culture

Methodology
We define trends based on their impact and
lifespan, and through our Speeds of Culture
methodology, we make a key distinction between
what's trending now (in the short-term) vs. being
on-trend (in the long-term).

For this trend report, we will focus on our

longer-term trends, Trend Forces and Signals,
that will shape 2024.

Curious what took off in 2023? Want to learn more about Trends?
Check out Year on TikTok 2023 as we scroll back to the ● Check out our Trend Dashboards on the TikTok Creative Center
year's most memorable trends, creators and moments with ● Read our Trend Reports in the Trends Hub on the TikTok Creative Center
our community.

What’s Next 2024 | Trend Report 3

Research
This report is heavily supported by data from the Global TikTok Marketing Science team gathered across
multiple third party commissioned research studies utilizing mixed methods approaches often including
quantitative online surveys, exposure to stimuli in a mock TikTok environment, and/or advanced analytics. In

Methodology
this report, we've focused on studies from 2022 and 2023, which are most relevant, innovative, and speak to
the larger trend forces at play in 2023 and 2024. Some of these research studies are so new they're making
their global debut in this report!

Research Study Markets Source Methodology

Brazil, Canada, Germany, Indonesia, Japan, Kingdom TikTok Marketing Science Global TikTok as a 20-minute online survey, grounding respondents in their last discovery/search on
TikTok as a of Saudi Arabia, Mexico, Turkey, United Arab Discovery Engine Study 2023 conducted by TikTok and other platforms.
Discovery Engine Emirates, United Kingdom, United States Material

Kingdom of Saudi Arabia, United Arab Emirates, TikTok Marketing Science Global How to Hook 20-minute quantitative survey featuring a mock TikTok feed. In this research, we
United Kingdom, United States Study [US, UK, GCC] 2023 conducted by determine an ad to have a successful hook based on the percentage of viewers
How to Hook MetrixLab who watched the ad for at least 5 seconds.* Followed by a drivers analysis to
prioritize hooks.

Australia, Brazil, Canada, France, Germany, TikTok Drives Brand Trust Study 2022 20-minute online survey with mock-feed environments for ad testing
Indonesia, Italy, Mexico, Poland, Kingdom of Saudi commissioned by TikTok Marketing Science components. Analysis of Edelman Net Trust Score over time for the brands
TikTok Drives Trust Arabia, Korea, Spain, United Kingdom, United States, Global and executed by Edelman Data and tested (reported at an aggregated level for anonymity).
Vietnam Intelligence

France, Germany, Italy, United Kingdom, United TikTok Marketing Science Global Diversity on Literature review to gain foundational definition of diversity, expert interviews to
States TikTok Study 2022 conducted by Flamingo Group hypothesize how diversity works on TikTok, in-depth case study analysis to
Diversity Study understand how brands can participate in it, quantitative survey with 2500
TikTok users

Australia, Argentina, Canada, Germany, France, TikTok Marketing Science Global Entertaining Ads Internal survey of 156 ads among 117 stakeholders to classify stimuli for testing.
Entertaining Ads Indonesia, Mexico, Kingdom of Saudi Arabia, Korea, Study 2022 conducted by Marketcast Followed by a 20-minute online survey globally that includes mock feed
Thailand, Vietnam, United Kingdom, United States environments and drivers analysis to identify top attributes of an entertaining ad.

*In the simulated environment, average viewing time is a little longer than in the
real-world, thus we use the 5 second cutoff as a proxy for hooking power.

What’s Next 2024 | Trend Report 4

 What youʼll find
in this report:
1 3 TikTok Trend Forces to inspire your creative campaigns

Trend Signals from the TikTok community that define

2
each Trend Force

3 Key Takeaways, Research, Community Spotlights,

and actionable guidance to get you started

What’s Next 2024 | Trend Report 5

 How do marketers keep
up with culture thatʼs
constantly evolving?

What’s Next 2024 | Trend Report 6

BRAVERY THAT
BREAKS THROUGH
Growth sits in the unknown and uncomfortable, and
requires brave experimentation to unlock it.

2023 saw the TikTok community gain the In 2024, the TikTok community will ignite a
confidence to break away and reinvent the transformative mindset: Creative Bravery.
status quo in how they create and consume
content. More people are creating more While the call to be brave in creative and
often, as the barriers and learning curve media has echoed for years, the bar for
lessen, creating an endless abundance of bravery was formulaic until the TikTok
relevant content. community elevated the game and showed
us what it truly looks like. Fueled by a blend
What drives those who keep growing and of curiosity, imagination, vulnerability and
moving forward? What limits those who are courage, Creative Bravery on TikTok
stuck, or who haven't started at all? How leads to deeper community connections
can you break through? The wall between and revelations about what people value.
the two isn't tall, but it can be intimidating
to climb if you've never done it before.

What’s Next 2024 | Trend Report 7

 Because TikTok has democratized creativity and has
leveled up the creativity in the way it has, it has set a
new bar for brands and everybody out there. And
that's exactly what the industry needs right now.
Dalit Saad
Co-Founder & CCO, Kvell
Made For TikTok, Episode 4

Breaking through on TikTok means To help marketers and advertisers

shifting from occasional displays of create in this bold way, TikTok provides
Creative Bravery to infusing it into our resources to match the pace of culture
daily behaviour and strategies. and craft winning, on-trend content.
The TikTok community has become
In fact, taking strategic risks and being teachers, and we're here to invite
vulnerable is now the ultimate brand brands to shape culture alongside them.
strategy, where leaning into micro
insights and showcasing quirks can be The unknown and uncomfortable is
your superpower. Creative Bravery what creates the unimaginable - and
drives impact by piquing global those brave enough to create for it
curiosities, flipping traditional story arcs, won't just keep up, they'll flourish.
and deepening trust between brands
and their audiences.

What’s Next 2024 | Trend Report 8

CURIOSITY
PEAKED
Users come to TikTok looking for far more than a single 'right answer.' Here, your
every curiosity reaches its 'peak' with new interests leading to relevant perspectives,
uncharted rabbit holes, and IRL action thanks to the perfect blend of passive
discovery and an active mindset.

What's Happening What's Next

There have never been more Hyper-relevant, delightful, and

options to discover new ideas or useful content that piques every
things, but it's also never been more curiosity, even the ones you
taxing to find relevant answers. didn't know you had.

Trend Force

What’s Next 2024 | Curiosity Peaked 9

 2.7x
Users are 2.7x more likely to agree that
TikTok introduces them to new topics
they didn't even know they liked (46%
TikTok vs. 17% Traditional Social Media)
Source: TikTok Marketing Science Global Entertaining
Ads Study (Canada Results) 2022, conducted by
Marketcast

What’s Next 2024 | Curiosity Peaked 10

 Trend Signal 1

Serendipitous
Scrolling
Discovery thrives on TikTok, where people constantly What’s Happening What’s Next
discover new hyper-specific interests and shareable
obsessions that act as unanticipated inspo-fuel for our Traditional search results spit out Discovery that is immersive and
engaged community. Enduring hashtags like #newfinds straightforward answers dynamic, powered by
and #tiktoktaughtme prove the actionable power of because they're built on data, entertaining guidance from
TikTok, which assists people in overcoming analysis not community creativity. creators and brands.
paralysis.

What’s Next 2024 | Curiosity Peaked 11

Serendipitous
Scrolling With their timeless, premium pieces for
the mindful traveler, at reasonable prices,
Monos luggage has gained traction with
Marketer Takeaway: new audiences and creators to stop and
Spark action during your share.
audience's discovery journey
on TikTok by digging into the
communities they're already
#tiktokfinds
a part of and creating content +10x YoY vv growth rate
that aligns with their needs TikTok continues to be the premiere destination
and curiosities. for product discovery and sharing. Creators are
eager to see for themselves, and their audience,
if their #tiktokfinds were worth it.

#whattowatch

44
+25x YoY vv growth rate
% Discovery
intention TikTok communities are driving recommendations
for off-platform entertainment; providing top lists,
change juicy synopses, and creating buzz around both
nostalgic and hot entertainment releases.
44% visited TikTok with a specific
outcome in mind and ended up
#shoplocal
discovering something they didn’t 2.1B vv
intend to discover @monostravel
This popular hashtag is filled with
TikTok Marketing Science Global TikTok as a Discovery recommendations for local and small businesses
Engine Study 2023, conducted by Material to shop from, by our vibrant TikTok community,
fueled by curiosity, education, and passion!

What’s Next 2024 | Curiosity Peaked 12

 Trend Signal 2

Entertainment
Without Borders
TikTok makes the global feel local, and users come here What’s Happening What’s Next
with a desire to learn and an openness to explore other
points-of-view. Popular trends and sounds transcend Entertainment limited by Global camaraderie and
geographic borders, giving our community the ability to geographic barriers or cultural communities with diverse
vicariously explore cultures beyond their own thanks to gatekeepers is becoming a thing interests are unlocking new
engaging and educational content that shows how people of the past. channels for entertainment and
worldwide go about their everyday lives. TikTok now influence.
builds bridges across categories like sports, food, fashion,
travel, and beauty, catalyzing pop culture moments larger
in scale and scope than ever before.

What’s Next 2024 | Curiosity Peaked 13

Entertainment
Without Borders After moving to Mexico, South Korean
creator @chinguamiga grew a new
community, online and offline, through
Marketer Takeaway: sharing her newly blended cultural
Brands should proudly spotlight the experience.
unique nuances of their culture,
business, and connection to organic
brand fans to resonate with our
diverse audience. #icehockey
2.2B vv
With high levels of participation, support and fans
across Canada, ice hockey is recognized as one of
the most popular sports in the country and TikTok

74%
audiences widely celebrate the hockey community!

#kallmekris
658M vv
Kris is a Canadian icon who created a global fandom
on TikTok, after quitting her job as a hairdresser due
to the effects of the pandemic. To date she has
amassed over 50M followers with her comedic
of users feel TikTok connects them videos and has sparked audience creativity all over
with people from different the globe.
backgrounds and cultures around
the world and 67% of users feel they #nfl
have learnt a lot about different @chinguamiga 108.1B vv
people and cultures on TikTok The NFL has its fair share of football fans on
TikTok in Canada to discuss everything that
Source: TikTok Marketing Science Global Diversity on happens both on and off the field!
TikTok Study 2022, conducted by Flamingo Group

What’s Next 2024 | Curiosity Peaked 14

 Beauty & Fashion Entertainment CPG/Food

Community
Spotlights
See how Curiosity Peaked
comes to life across different
TikTok communities.

@cardonofficial @becauseimmissy_ @laurent.dagenais

People love exploring Passion has no geographical or Quebecer creator Laurent

answers outside their comfort language barrier, but exhibiting Dagenais is constantly sharing
zone—lean into what makes unabashed enthusiasm helps exciting new recipes to recreate
you unique! transcend them all. popular Canadian cuisine.

What’s Next 2024 | Curiosity Peaked 15

CASE STUDY
441 conversion rate
% increase in

Clinique (UK)
Clinique embraced the magic of TikTok in a
full-funnel campaign that captivated minds
and faces by leaning into the power of
discovery, creativity, and communities on increase in click
the platform. Driven by innovation, Clinique through rate
was among the first to tap into TikTok's
dynamic search platform by leveraging the
Search Ads Toggle.

tatianacorreiamua
74k incremental search
impressions

What’s Next 2024 | Curiosity Peaked 16

 Empower marketers to bring their brand
personalities to life through the power of music

Creative and sound

● The TikTok Commercial Music Library (CML) is a pre-cleared

Solutions
global music library that spans all styles, genres, and regions,
with songs sourced from independent and emerging artists,
as well as top-tier music houses, free for businesses to use in
paid and organic content on the platform.

● Collaborate with one of our badged sound partners for

custom music creation, music licensing support, partnership
opportunities with TikTok music creators, or sonic strategy
guidance to ensure you are properly leaning into sound and
fully optimizing your creative execution for TikTok's
audio-first environment!

Expand creative partnerships with TikTok

Creator Marketplace and TikTok Creative
Challenge
We have to embrace working a different
● TikTok Creator Marketplace gives brands access to a
way and looking for talent in different
diverse selection of creators, ready to tell your brand's story
places than we normally have. through their unique perspective.

● TikTok Creative Challenge allows creators to opt-in with

Matt Ian
their favourite brands. This solution allows advertisers to
Chief Creative Officer, Deutsch LA
launch a Challenge brief outlining the scope of the campaign,
Made For TikTok, Episode 1
and then creators join and make ad creatives based on the
challenge criteria.

What’s Next 2024 | Curiosity Peaked 17

Advertising
Solutions

Discover the unexpected with Reach diverse audiences with Fuel curiosity & authentic commerce
Search Ads Toggle relevant entertainment with Pulse with Video Shopping Ads

Search Ads Toggle serves ads alongside Reach diverse audiences leaning into the Video Shopping Ads spark discovery by
organic search results. This seamless entertainment shaping culture today with providing tailored product
placement enables advertisers to surprise Pulse. Pulse guarantees your brand's recommendations to users.
their audience and stay top-of-mind as adjacency to the top trending content
users actively search and explore. across the platform.

What’s Next 2024 | Curiosity Peaked 18

STORYTELLING
UNHINGED
Ends of stories are starting first. Multiple story arcs can happen at once. Communities are
making up fictional celebrities and narratives. On TikTok, the shift where everyone can have
a voice has unleashed creativity for all, where diverse voices, collaborative formats, and
subject matters are flipping everything we know about traditional storytelling on its head.

What's Happening What's Next

From the structure to its Unpredictable, collective stories

characters, storytelling has with a flair that have no
become more predictable, less beginning, middle, or end, giving
relevant, and therefore skippable. users a vested interest in how a
story transpires.

Trend Force

What’s Next 2024 | Storytelling Unhinged 19

 1.4x
Intriguing narrative structures guide viewers
past the first few seconds - ads intended to
make users curious keep them watching 1.4x
longer

Source: TikTok Marketing Science Global How to Hook

Study [US, UK, GCC] 2023, conducted by Metrixlab

What’s Next 2024 | Storytelling

StorytellingUnhinged
Unhinged 20
 Trend Signal 1

Community-Fueled
Storytelling
TikTok users are no longer passively consuming content, What’s Happening What’s Next
opting instead to keep conversations going with the
community through experimental story arcs and fresh Predictable stories grab less The collaborative spirit of TikTok is
creative hooks. While stories can stand alone on TikTok, and less attention. reinventing typical story arcs, leading
part of the fun for audiences is to thread unexpected to disruptive narrative formats that
stories together in gripping and surprising ways. surprise audiences and capture their
attention while also inspiring them to
join in on the fun.

What’s Next 2024 | Storytelling Unhinged 21

Community-Fueled
Storytelling TikTok creator @octopusslover8 puts his
community in the driver's seat of his
content development, crafting skits
Marketer Takeaway: based on user (& brand) comments, like
Give the community an equal seat at this one in collaboration with eyeglasses
the table to shape your brand’s brand Warby Parker.
identity and narrative. Explore ways
of contributing to an existing
conversation or invite co-creation by
incorporating suggestions and #blindreact
+8.3B vv
comments you receive into
On TikTok, great videos are a launchpad for joyful
subsequent videos. and unexpected reactions to our community's
wide-ranging talents and masterpieces.

#eatwithme

1.8x
12.5B vv
This growing content style where creators eat
while filming creates a comfortable environment
for audiences to casually watch and engage.

Users are 1.8x more likely to

feel TikTok lets users co-create #getunreadywithme
content and feed off each other 1.4B vv
(compared to traditional social media) @octopusslover8 Unlike the older trend where people shared their
glammed up faces, getting unready means
TikTok Marketing Science Global Entertaining Ads Study removing all the make-up and getting into
(Canada Results) 2022, conducted by Marketcast skincare, creating comfort and exchanging stories
along the way.

What’s Next 2024 | Storytelling Unhinged 22

 Trend Signal 2

Stay Tru to
the Delulu
Rooted in fandom culture, #delulu is a mindset and storyline What’s Happening What’s Next
format escalated by the TikTok community. It’s a blend of fantasy
and manifestation - adopting a fake-it-til-you-make-it persona When the world feels heavy, TikTok audiences are building a
for audiences to tap into, fantasizing about their dream audiences come to TikTok to shared community of delusional
#delusionship (delusional relationship), manifesting the find community. comfort to provide a spark of
confidence of #tubegirl, or adopting the mindset of a more lightheartedness in an
senior work title. "Stay Tru to the Delulu" is a shared community overwhelming reality.
of delusional comfort and confidence for audiences to imagine
and inspire beyond the limits of today’s overwhelming reality.

What’s Next 2024 | Storytelling Unhinged 23

Stay Tru to
the Delulu Cosmetics brand MAC jumped on
the #tubegirl train early, partnering
with creator @sabrinabahsoon to
Marketer Takeaway: share how MAC makes her feel
Enter conversations with a flair of unapologetically confident, anywhere.
delulu fun to build accessible
connections with audiences around
joy, confidence, and comfort.
#delulu
4.9B vv; +33x YoY vv growth rate
Delulu is the term, but the sentiment is nothing
new. Our community has always used
lighthearted humour to build relatability across

72%
communities.

#delusionship
55M vv; +390x YoY vv growth rate
On TikTok, these delusional relationships aren't
limited to romantic fictional characters. Our
community expands delusional relationships to
aspirational confidence within themselves and
of TikTok users say it's easy for other interpersonal relationships.
strangers to connect and bond around
shared life experiences on TikTok #tubegirl
1.8B vv
Source: TikTok Marketing Science Global Diversity on @sabrinabahsoon
TikTok 2022 conducted by Flamingo Group
Creator @sabrinabahsoon ignited a cultural
tube girl movement when she turned on her
main character energy and iconic 0.5 lens to
inspire others to unlock their inner confidence,
even in public.

What’s Next 2024 | Storytelling Unhinged 24

 Gaming QSR Retail

Community
Spotlights
See how Storytelling Unhinged
comes to life across different
TikTok communities.

amongus chipotle target

With every piece of content we create,
if it doesn't make us laugh or doesn't
make us smile, it shouldn't go out there.

Chris Jackson Treat your audience by Chipotle creates their own Target brings romanticized
Director, Global Content and
leaning into in-jokes and Choose Your Character wattpad storylines, inspired my
Social Strategy, Lululemon
Made For TikTok, Episode 7 community-specific references format based on common digital web comics, to real life
like Among Us did. Chipotle customers. with creator @fannita.

What’s Next 2024 | Storytelling

StorytellingUnhinged
Unhinged 25
CASE STUDY
400M global users
reached

Viking Rise
IGG (METAP)
IGG used TikTok as one of its key platforms
during the launch of its new game, Viking
600K received
submissions
Rise. From TopView to R&F, the brand
showcased a variety of “let’s play”
creatives, getting TikTok gamers excited
about the new launch. IGG also rolled out a #VikingRise
Branded Mission with a unique “spin the
wheel” Branded Effect that invited users to #VikingRise
experience what it’s like to unlock certain
characters in the game! @vikingrise 5.1B+ vv #VikingRise
#VikingRise
#VikingRise

What’s Next 2024 | Storytelling Unhinged 26

 Amplify creative storytelling with Script
Generator

Creative ● Start with a few inputs about your brand or product, and work
with Script Generator to create and further customize a

Solutions
video's script based on brand guidelines, tone, keywords, and
duration.

Let Creative Assistant guide you through the

creative development process
● Creative Assistant is a smart virtual assistant for advertisers,
offering comprehensive support throughout the creative
development process. From inspiring ideas to script
generation, Creative Assistant leverages a wealth of TikTok
ad-focused insights, best practices, and creative solutions.

Get inspired by high-performing ads with Top

Ads Dashboard
● Top Ads Dashboard is a best-in-class collection of ads,
filterable by region, industry, objective, language and ad
TikTok is alive, ever evolving. You need a format. Users can click into a top ad and learn more about its
performance, including Likes, Comments, Shares, CTR, CVR,
client that's willing to lean in and keep up. Clicks, Conversions and Retention Rate.

Jamie Falkowski
Chief Creative Officer, Day One Agency
Made For TikTok, Episode 5

What’s Next 2024 | Storytelling Unhinged 27

 We don't own this brand outright
anymore. We are stakeholders in a
brand that's owned by us and our fans.

Advertising We are collaborators with our fans.

Matt Ian

Solutions Chief Creative Officer, Deutsch LA

Made For TikTok, Episode 1

Empower community-driven Share genuine joy with Reach communities through storytelling
storytelling with Branded Mission Spark Ads that connects with Focused View

Branded Mission allows brands to Spark delight and a carefree spirit on Unpredictable storytelling can lead to
leverage community-driven storytelling, TikTok with Spark Ads. This solution's greater attention, and Focused View puts
celebrating diverse voices. By authentic approach adds a sincere touch your ads in front of audiences that are
crowdsourcing genuine content and to advertising by using real TikTok content more likely to pay attention longer. With
collaborating with influential creators, it as ad material with creators who have Focused View, your brand can efficiently
helps brands showcase different developed trust with their community reach the most leaned in audiences to
perspectives and disruptive narratives. advocating organically on your behalf. drive consideration.

What’s Next 2024 | Storytelling Unhinged 28

BRIDGING THE
TRUST GAP
There continues to be a growing trust gap between consumers and brands igniting audiences
to seek beyond the engagement of a one-time sale. They're also looking for brands to lead
positive societal change and transparency. Establishing clear brand trust and values are
non-negotiables. On TikTok, brands have an open line of communication with their
consumers and community, and can leverage creators as shortcuts. Each campaign and
organic piece of content is an opportunity to share, listen, and learn, building brand trust and
values together to generate deeper loyalty on and off-platform.

What's Happening What's Next

Brands are unsure how to meet Brands on TikTok are unlocking

growing consumer expectations deeper consumer trust and influence
for trust and transparency. through actively listening and
growing together with their audience. Trend Force

What’s Next 2024 | Bridging the Trust Gap 29

 After seeing an ad on TikTok:

108 %
1
of viewers trust the brand more

31 %
2

are more likely to be loyal to the brand

33 % more likely to say the brand is a good fit for who they
are as a person (vs. before seeing ads on TikTok)
2

Source 1: TikTok Drives Brand Trust (Canada Results) Study 2022 commissioned by TikTok Marketing
Science Global and executed by Edelman Data and Intelligence

Source 2: TikTok Drives Brand Trust Study 2022 commissioned by TikTok Marketing Science Global and
What’s Next 2024 | Bridging the Trust Gap 30
executed by Edelman Data and Intelligence
 Trend Signal 1

Letʼs Talk,
TikTok
TikTok has truly reshaped the universal language of our What’s Happening What’s Next
audience. TikTok is redefining words we already know like
luxury, clean, girl, dinner and reshaping them into new It's easy to feel like you can never Brands are building trust with
philosophies and aesthetics. Luxury has expanded into keep up with cultural conversations, their audience through relevant
#quietluxury and #affordableluxury, #cleangirl is a TikTok or the latest TikTok trend. cultural lingo cultivated on
bred aesthetic all about minimalism, and #girldinner has TikTok.
redefined dinner into a fun joke and sharing activity with
over 183,000 video creations.

What’s Next 2024 | Bridging the Trust Gap 31

Letʼs Talk,
TikTok Ulta taps into #girlmath to promote how
their loyalty program rewards money for
spending money, so it's still free money,
Marketer Takeaway: right?
Understanding and adapting the
language of our platform sets
immediate cultural context and
connection with audiences. It lets
users know, we’re not just here to sell, #affordableluxury
200% YoY vv growth rate
we’re listening, we’re laughing, and
The TikTok community has expanded the
we’re creating alongside you. definition of luxury to be more inclusive, focusing
more on craftsmanship rather than price tag.

#girldinner

2x
Trust 2.7B vv
the brand Girl dinner is about the collective ability for girls
to transform and justify anything - from assorted
more crackers paired with last night’s leftovers to a
single iced latte - into a full meal.
After seeing ads on TikTok with
comments turned on, viewers trust
the brand 2x more (vs. before seeing #rizz
35.9B vv; +11x YoY vv growth rate
ads with comments turned on on @ultabeauty
Short for "charisma," audiences are adopting the
TikTok) term to describe when someone has undeniable
swag or is suave in a situation.
Source: TikTok Drives Brand Trust Study (Canada Results)
2022 commissioned by TikTok Marketing Science Global and
executed by Edelman Data and Intelligence

What’s Next 2024 | Bridging the Trust Gap 32

 Trend Signal 2

Trust the
FYProcess
Trust the FYProcess means building influential What’s Happening What’s Next
credibility at the source - it means being bold enough
to be vulnerable and letting audiences into the full Audiences feel skeptical of Trust on TikTok stems from our
process and story behind a brand. This open and brands that come to TikTok with community’s openness to share and
honest vulnerability breeds organic conversations and aspirational and over polished receive feedback, unlocking honest
community, rarely found in other spaces where messaging. community conversations rarely found
influencers and brands are just showing aspirational in other spaces.
still images.

What’s Next 2024 | Bridging the Trust Gap 33

Trust the
FYProcess #Pregnancy content on TikTok has seen
huge growth in 2023 as creators share
their honest experiences, answer
Marketer Takeaway: questions, and exchange tips with other
Tap in by cultivating a network of expecting families.
creators who naturally fit with and can
share their honest connection to your
brand to build relatability and
influence with their community. #skincare
+45% YoY vv growth
Skincare on TikTok goes beyond skin deep. It's
expanded beyond traditional beauty audiences to
include all skin types, all genders, and
redefinitions of "perfect skin".

108
#grwmmakeup
% Increase in
viewers’
+900% YoY vv growth
This content style continues to grow in popularity
trust in brand as creators expand the events, conversations,
and products this traditionally mundane routine
task unlocks with the power of a connected
For brands that advertise on TikTok audience and engaging storyteller.
consistently over an extended period,
viewers trust of the brand increases by
108% (comparing trust scores for brands #tiktokseries
+2000% YoY vv growth
from Dec 2018 to December 2022) @cunninghamandco TikTok creators are making longer form content
Source: TikTok Drives Brand Trust Study (Canada Results) and creating unique series to keep their audiences
2022 commissioned by TikTok Marketing Science Global and coming back for more. Creators have the freedom
executed by Edelman Data and Intelligence to create a series on any audience query.

What’s Next 2024 | Bridging the Trust Gap 34

 Financial Services Auto Health/Wellness

Community
Spotlights
See how Bridging the Trust Gap
comes to life across different
TikTok communities.

@mjcpartners @cindychendesigns @kikivirk

Leverage current trends to jump Genesis partnered with Creators on TikTok open new
into conversations around @CindyChenDesigns to create a dialogue about wellness through
complicated topics, like when makeup look that illustrated their honest and actionable solutions
these accountants hilariously shared value of craftsmanship to overcoming universal
reacted to #girlmath. through a different lens. challenges, like building routine.

What’s Next 2024 | Bridging the Trust Gap 35

CASE STUDY

Endy (Canada)
Endy built a loyal following among Canadian
customers who appreciate their commitment
141% Higher Avg.
ROAS

to high quality and affordability. Seeking to

drive conversions on TikTok, Endy used
TikTok-first creatives focusing on the quality
of their mattresses. With the right targeting
solutions and a consistent strategy, the
videos made it to the For You Pages of their
Reduction
intended audience and the campaign in CPA
garnered results that drove real business
impact.

@endy

What’s Next 2024 | Bridging the Trust Gap 36

 Open new pathways to creators in
TikTok Creator Marketplace
● Open Applications: creators review briefs from brands, and

Creative apply to the ones that interest them the most, based on
passion and story ideas.

Solutions
● Partner API: TTCM's improved API now allows creator
marketing platforms enable creator search and discovery,
complete key workflow steps within the in-app TTCM console
for creators, and easily create Spark Ads from creator content,
programmatically.

Learn and grow with Video Insights

● Video Insights allows you to analyze your video creative
performance, breaking down audience interactions and
potential creative improvements to inspire your next
high-performing video. Spend time on TikTok to get more
comfortable with the prevalence of language and trends.

Access real-time TikTok learnings and insights

One-off campaigns are cool, but it's not
going to have the ripple effect that a via Creative Center
long-term creator partnership is going to ● The Trends page on Creative Center is a treasure trove of
have, nor show the brand love that infusing real-time dashboards to track growing hashtags, songs, and
a creator into their creative team will have. creators to spark creative inspiration. Leverage our Trends
hub to learn more about our methodology, read the latest
trend reports, and more.
Ashley Rudder
Chief Creator Officer, Whalar ● Discover script inspiration and top-performing keywords for
Made for TikTok, Episode 6 your ad campaign with Keyword Insights. Browse successful
keywords and phrases by industry, region, and marketing
objective to see how they're used in real TikTok ads.

What’s Next 2024 | Bridging the Trust Gap 37

 Getting something out is better than
getting something perfect sometimes,
especially as it relates to TikTok.

Advertising Chris Jackson

Director, Global Content and Social Strategy, Lululemon

Solutions
Made for TikTok, Episode 7

Build an organic presence to foster Collaborate with creators to create Bridge the trust gap with TikTok's Creator
trust & credibility authentic content with Branded Mission Marketplace and Creative Exchange

Grow your organic presence on TikTok to Branded Mission helps brands engage Tap into the TikTok Creator Marketplace
bring the "Trust the FYProcess" signal to life. their audiences in a trusted way by (TTCM) and TikTok Creative Exchange
When brands consistently share relatable, crowdsourcing authentic content from (TTCX) to discover and collaborate with
entertaining non-promotional content, it TikTok's diverse community of creators. creators and professionals on your next
builds loyalty with audiences. Keep an eye on The top performing videos ultimately get campaign. Through these platforms, brands
your organic creative and put media dollars boosted as ads with guaranteed can further build cultural relevance and
behind what's working for you. impressions, sparking additional user evolve their storytelling - both on and offline.
generated content along the way.

What’s Next 2024 | Bridging the Trust Gap 38

 What
Now
What’s Next 2024 | Trend Report 39
 How to Be Braver in 2024

CURIOSITY PEAKED STORYTELLING UNHINGED BRIDGING THE TRUST GAP

What if you leaned into hyper-unique aspects of What if you took what's become 'expected' from What if you established consistent actions
your brand to educate, entertain, and enrich the your brand storytelling on TikTok and flipped with your TikTok community to cultivate trust
TikTok community? that on its head? beyond a single sale?

What's something that piqued your own curiosity on Are you mobilizing your audience to collaborate with How can you tie relevant TikTok lingo into your
TikTok that you could tie your brand into? and shape your brand on TikTok? products and creative campaigns?

What's something specific you wish more consumers What's a brand-relevant universal and/or community What type of credible knowledge do you want your
knew about your brand? truth that you can infuse 'delusional' energy into? audience to come to you for?

What’s Next 2024 | Trend Report 40

 TL;DR
OUR KEY FINDINGS
In 2024, Creative Bravery that breaks through on TikTok stems from three big shifts in user expectations:

CURIOSITY PEAKED STORYTELLING UNHINGED BRIDGING THE TRUST GAP

Every curiosity and interest reaches its ‘peak’ on On TikTok, the shift where everyone can have a Each campaign and organic piece of content is an
TikTok, leading to relevant perspectives, uncharted voice has unleashed creativity for all, where opportunity to share, listen, and learn, building
rabbit holes, and IRL action thanks to the perfect diversity of voices, collaborative formats, and brand trust and values together to generate deeper
blend of passive discovery and an active mindset. subject matters are flipping everything we know loyalty on and off-platform.
about traditional storytelling on its head.

Signal 1: Signal 1: Signal 1:

Serendipitous Scrolling Community-Fueled Storytelling Let’s Talk, TikTok
Discovery thrives on TikTok, where people TikTok users are no longer passively consuming TikTok has truly reshaped the universal language of
constantly discover new hyper-specific interests and content, opting instead to keep conversations going our audience. TikTok is redefining words we already
shareable obsessions that act as unanticipated with the community through experimental story arcs know like luxury, clean, girl, dinner and reshaping
inspo-fuel for our engaged community. and fresh creative hooks. them into new philosophies and aesthetics.

Signal 2: Signal 2: Signal 2:

Entertainment without Borders Stay Tru to the Delulu Trust the FYProcess
TikTok is a platform perfect for vicariously exploring Stay Tru to the Delulu is a shared community of Trust the FYProcess means building influential
cultures beyond your own thanks to engaging and delusional comfort and confidence for audiences to credibility at the source - it means being bold enough
educational content that shows how people worldwide imagine and inspire beyond the limits of today’s to be vulnerable and letting audiences into the full
go about their everyday lives. overwhelming reality. process and story behind a brand.

What’s Next 2024 | Trend Report 41