BRAVERY THATBREAKS THROUGH2Table of ContentsMethodology01Our Trend MethodologyResearch MethodologyIntroduction02Bravery that Breaks ThroughTrend Forces03● Curiosity Peaked● Storytelling Unhinged● Bridging the Trust GapTL;DR04How to Be Braver in 202405What’s Next 2024 | Trend Report34791929Our Key Findings41403We 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. Check out Year on TikTok 2023 as we scroll back to the year's most memorable trends, creators and moments with our community. Want to learn more about Trends?● Check out our Trend Dashboards on the TikTok Creative Center● Read our Trend Reports in the Trends Hub on the TikTok Creative CenterCurious what took off in 2023?TikTok Speeds of CultureWhat’s Next 2024 | Trend ReportOur Trend Methodology4Research MethodologyThis 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 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 StudyMarketsSourceMethodologyTikTok as aDiscovery EngineBrazil, Canada, Germany, Indonesia, Japan, Kingdom of Saudi Arabia, Mexico, Turkey, United Arab Emirates, United Kingdom, United StatesTikTok Marketing Science Global TikTok as a Discovery Engine Study 2023 conducted by Material20-minute online survey, grounding respondents in their last discovery/search on TikTok and other platforms.How to HookKingdom of Saudi Arabia, United Arab Emirates, United Kingdom, United StatesTikTok Marketing Science Global How to Hook Study [US, UK, GCC] 2023 conducted by MetrixLab20-minute quantitative survey featuring a mock TikTok feed. In this research, we determine an ad to have a successful hook based on the percentage of viewers who watched the ad for at least 5 seconds.* Followed by a drivers analysis to prioritize hooks. TikTok Drives TrustAustralia, Brazil, Canada, France, Germany, Indonesia, Italy, Mexico, Poland, Kingdom of Saudi Arabia, Korea, Spain, United Kingdom, United States, VietnamTikTok Drives Brand Trust Study 2022 commissioned by TikTok Marketing Science Global and executed by Edelman Data and Intelligence20-minute online survey with mock-feed environments for ad testing components. Analysis of Edelman Net Trust Score over time for the brands tested (reporte...
