Observed Signal · Jul 18, 2024 · Technical Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
TikTok Trend Report 2024: In Action Update
TikTok released an updated Trend Report for 2024, titled What's Next 2024: In Action, as a supplement to the December 2023 What’s Next 2024 report. The update traces how core trend signals evolved through the first half of 2024 and provides marketers with actionable takeaways, including an updated hashtags list per segment. It also highlights concrete brand examples and guidance on leveraging current trends. Notably, Barnes & Noble is cited for leveraging the BookTok community’s love for fictional characters to convey delulu energy, while Hulu engaged creator @mrgrandeofficial to announce news in March 2024. TikTok also unveils three new bonus trends for 2024—From Hi to Audi-Lo, TikTok on the Block, and Brandship—and emphasizes the long-term relevance of these signals. The article was first published on June 26, 2024.
Moderate impact: highlights trend insights and brand examples relevant to marketers, not industry-wide shifts.
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Key Takeaways & Evidence Grounding
- TikTok published the What’s Next 2024: In Action report as an update to the December 2023 What’s Next 2024 report.
- The update covers trend evolution in the first six months of 2024 and includes updated hashtag lists per segment.
- Barnes & Noble is cited as a brand example using delulu energy in BookTok marketing.
- Three new bonus trends for 2024 are introduced: From Hi to Audi-Lo; TikTok on the Block; Brandship.
- Hulu partnered with creator @mrgrandeofficial to present news in March 2024.
- The post was first published on June 26, 2024.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
TikTok Trends for 2026
TikTok's Next 2026 report outlines changes in user behavior, brand perception, and purchase decisions, shifting from passive scrolling to active participation. Brands will win by combining human insight with smarter AI tools and richer data to create content that feels relevant and genuinely engaging. Reach and virality are no longer the sole metrics; content that hits a mood, offers clear value, and fits cultural context wins. The platform is expanding discovery and search-oriented experiences, with real-time trend analysis tools such as TikTok One Insight Spotlight and Market Scope. It positions TikTok as a cultural infrastructure for entertainment, sport, and daily life, with FIFA using the platform for the 2026 World Cup and brands like Duracell identifying niche communities. TikTok Shop is adding Gift Cards (USD 10–500) and other commerce features, signaling closer social-commerce integration. The trend requires social listening and agility to stay relevant in 2026.
OK Future's AI 'Pressure Cooker' Campaign for Goodwipes
Former MullenLowe U.S. CEO Frank Cartagena launched creative shop OK Future to test generative AI's potential for a small agency. Their first project, a spoof of OpenAI's Astra ad for personal hygiene brand Goodwipes, was produced in four days using AI tools like ArtCraft, Seedance, and OpenAI's Astra model, cutting projected production costs from $700,000. The campaign, 'Meet Asstra,' gained over 1.5 million views on Reddit. However, Cartagena described the pace as 'unsustainable' and a 'pressure cooker,' with team members working around the clock and even threatening to quit. Goodwipes' SVP of Marketing, Meredith Diehn, emphasized trust in Cartagena and the value of experimenting with AI. The article highlights the growing use of AI in creative production, with 73% of marketers using GenAI for visual content and Gartner forecasting AI software spending to reach $981 billion by 2029.
Lo-fi UGC-style content outperforms polished ads
The article discusses the growing effectiveness of lo-fi and UGC-style content over polished brand advertisements in social feeds. Citing data from TikTok, System1, Meta, and Kantar, it reports that creator-led content achieves 70% higher click-through rates and 159% higher engagement than non-creator ads at the same CPM, and that viewers skip influencer content after 17.8 seconds compared to 7.9 seconds for traditional branded content. Meta partnership ads reportedly deliver 19% lower CPAs and 13% higher click-through rates. The article emphasizes that while lo-fi content feels authentic, it still requires deliberate strategy, including clear brand cues within the first two seconds. It advises brands to combine lo-fi production, genuine UGC/creator content, and a remix layer of existing footage to maintain creative freshness and performance on platforms like TikTok and Instagram Reels.
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