What's Next Shopping Trend Report 2024

BENDINGREALITY

OurTrend Methodology

WhyTikTokTrends?

TikToktrendsemergedirectlyfromourcommunity,both reflectingandshapingculture.Trendsarethecontext, language,andformatsthatenhanceunderstandingand contributiontoTikTok'suniquecreativefabric.

TLDR;Usetrendstomakemorecreativethatresonates; wegotyou!

Wedefinetrendsbasedontheirimpactandlifespan,and throughourSpeedsofCulturemethodology,wemakea keydistinctionbetweenwhat'strendingnow(inthe short-term)vs.beingon-trend(inthelong-term)toequip creativecampaignsofallsizes.

Curiouswhatwepredictedfor2024,lastyear?

CheckoutWhatʼsNext2024InActionaswehighlight howbrandsareactivelytappingintosomeofourbiggest trendpredictions+somebonussignals

WanttolearnmoreaboutTrends?

● CheckoutourTrendDashboardsontheTikTokCreativeCenter

● ReadourTrendReportsintheTrendsHubontheTikTokCreativeCenter

TikTokSpeedsofCulture

Research Methodology

ResearchStudy Markets

TikTokasa DiscoveryEngine

TheScienceofthe TikTokComment Section

Germany,UnitedKingdom,UnitedStates, Brazil,Canada,Indonesia,Japan,Kingdomof SaudiArabia,Mexico,Turkey,UnitedArab Emirates

ThisreportisheavilysupportedbydatafromtheGlobalandEUITikTokMarketingScienceteamsgathered acrossmultiplethirdpartycommissionedresearchstudiesutilisingmixedmethodsapproachesoftenincluding quantitativeonlinesurveys,exposuretostimuliinamockTikTokenvironment,and/oradvancedanalytics.In thisreport,we'vefocusedonstudiesfrom20222024, whicharemostrelevant,innovative,andspeaktothe largertrendforcesatplayin2024.

Source

TikTokMarketingScienceGlobalTikTokasaDiscoveryEngine Study2023conductedbyMaterial

Methodology

20-minuteonlinesurvey,groundingrespondentsintheirlastdiscovery/search onTikTokandotherplatforms.

GlobalCommunity Interaction

UnitedKingdom,UnitedStatesandCanada

TikTokMarketingScienceGlobalTikTokCommentSectionvia AYTM2024

9-minuteonlinesurveyonAYTM.

DiversityStudy

UnitedKingdom,UnitedStates,Brazil, Indonesia,Turkey,Japan

TikTokMarketingScienceGlobalCommunityInteractionStudy 2022conductedbyMaterial

A15-minuteonlinesurveythatincludesachoiceexercise(showingdifferent brandprofileswithvaryingfollowersizestomeasureimpact).

TikTokThroughthe Funnel

France,Germany,Italy,UnitedKingdom, UnitedStates

TikTokMarketingScienceGlobalDiversityonTikTokStudy 2022conductedbyFlamingoGroup

Literaturereviewtogainfoundationaldefinitionofdiversity,expertinterviewsto hypothesizehowdiversityworksonTikTok,in-depthcasestudyanalysisto understandhowbrandscanparticipateinit,quantitativesurveywith2500 TikTokusers

France,Germany,Italy,UnitedKingdom, Spain,Poland

TikTokMarketingScienceEUITikTokforFullFunnelResearch 2023conductedbyMaterial

20minutesonlinesurveyincl.PlatformEvaluationLoopoftwosocialplatforms thatrespondentsareassignedtointheScreener

Letʼsgetshopping!

TrendSignalsfromtheTikTokcommunitythatare reshapingconsumerspendinghabits

Creativestrategiesandsolutionstogetyoustarted

Casestudiesandbrandexamplesacrossawide varietyofregionsandverticals

Ourapproachtoshoppingtrendsis rootedinwhatʼsnextinculture

WhatʼsNext inCulture CreativeBravery

Creativecontentthatbreaks through,reachingnew peaksincuriosity,unhinged storytelling,andbridging thetrustgapbetween marketersandaudiences

WhatʼsNext inShopping: BendingReality

Shoppersareelevatingtheir spendinghabitsandusing TikToktobendtheirreality adaptingtoevolvingneeds forjoy,community,and trust.

What'sHappening

Contendingwitheconomicuncertainty,risinginflation,anda suddenshifttoonlinecommerce,shoppersupleveledtheir spendinghabitstobemoremindful,effective,andstrategic.

What'sNext:BendingReality

We'reapproachingacriticaltime wherewe'renolongerreactingto reality,butinstead,reshapingit

BENDINGREALITY

We'reapproachingacriticaltimewherewe'reno longerreactingtoreality,butinstead,reshapingit.

Whereasforecastersintheeconomy,science,andpoliticscontinue tobetossedaroundbytheinstabilityofprediction,shoppersare optimists,willingtheirownopportunities.Inthepast,consumers reactedwithspendingmotivatedbyrevengeanddoom-usingour walletstobuybackthetimeandmemorieswelostontheoutfitswe could'veworn,orexperienceswecould'vehad.Now,consumersare loudbudgeting,adoptingfun-flation,andbuildingbuy-it-for-life communities,willingourownopportunities,andbendingourreality, nomatterourwalletsize.

MarketerTakeaway

Asconsumerstakemorecontrolovertheirlives,it'scrucialfor brandstostepupandsupporttheoverstimulatedshopper.TikTok offersaglimpseintowhat'simportanttoshoppersnow–thenew emotions,communities,andrelationships.

BendingReality

Bending Emotions

Consumersseekout brandsthatrecognizetheir yearningforjoyandcontrolina worldbombardedby overwhelmingselling.

Bending Communities

Communitiesarebecominga newformofself-care,bending bridgesofbelongingtosoothe feelingsofloneliness.

Bending Relationships

Marketersarebending one-waybrand/consumer relationshipswithheightened collaborationandtransparency.

KeyTrendSignals Brandship Glimmers Newstalgia

KeyTrendSignals BuyitforLife

CommunityConvergence

ShoppingAcrossBorders

KeyTrendSignals CommentstoConcept AIEasesEveryday

LookingforAdvicein Finance

BENDING EMOTIONS

Consumersseekoutbrandsbendingtheir yearningforjoyintoshoppingthatoffersrelief fromanoverwhelmingsalesmarket.

TikTokusersare5.2xmorelikelytosay TikTokisthebestplatformtoconnectwith brands(vsothersocial/videoplatforms)

TrendSignal1

Brandship

Brandsaregoingbeyondthevalueofaproduct,tothevaluesthatbuild friendship-likebondswithconsumers.

Shoppersaremoreselectiveoftheirspending,optingforbrandsthattheytrust, andthatalignwiththeirvalues.OnTikTok,brandsarebuildingdeep-seated customerloyaltythroughongoingactionsandcontentthatreflectstheirbrand valuesin-betweenflashycampaigns.Throughanalwaysengagedstrategy,brands cansignaltoaudienceswhatmakesthemunique-developingreusablepackaging, highlightingbeautydiversity,etc.

TrendingNow

#Neurospicy

Adaptedbythe neurodivergent communityonTikTokto empowerthiscommunity asunique,different,and inclusivevs.the heavinessoftheformer.

BrandAction DriveLoyalty

Brandvaluesarenot static.Developbrand valuesalongsideyour communitytobuild deepercustomerloyalty overtime.

PowerPlay

CreativeChallenge

CreativeChallenge enablesbrandstoset contentguidelineswhile creatorsproducetailored contentthatalignswith boththebrand'sgoals andtheirowncreative style.

TrendSignal2

Glimmers

Usersare1.4xmore

Moodboostingshoppinglessenstheweightofturbulentreality

Combatinghighreportedlevelsoflonelinessamongadults,TikTokiswheremood boostingentertainment,shopping,andcommunitycollide.Ourcommunity embracesalightheartedandhopefulapproachastheysharemomentsofjoyand highlightbrandsthatcontributetothesepositiveglimmersthroughmomentsof calm,excitingin-personsurprises,andlittletreats!

TrendingNow

#Hopecore

CoinedbytheTikTok community,hopecore sharespositive,hopeful messages,aesthetics, andhumanstoriesto inspireandupliftpeople.

BrandAction DriveIn-Store

Interactingwith consumersin-storeand inreallifeinspires authenticstoriesof discovery,joy,and togetherness.

PowerPlay

VideoShoppingAds

80%ofVideoShopping Adsplacementsshowcase incrementalfoottraffic in-store,leverageVSAto shareandinspiremore storiesofgenuinebrand interaction.

Source:USTikTokRetailCampaignsOct2022Aug2023

Over1in2usersfollowbrandaccountsonTikTokforreasonsrelatedtobelonging& connection.

Newstalgia

Blendingnostalgiawithnewcontextsbridgesgenerations,bringingbackold trendstoanewaudience

Inahyper-speeddigitallandscapewherewehaveaccessto(nearly)everything, digitalnativesarereverentlyreferencingthepast,yearningforfamiliaritytobuilda digiscapegroundedinbelonging.Heritagebrandsarereferencingoldcampaigns, consumersofallagesaredivingbackintothesweetlifewithnostalgiccandy recipesarebeingreimaginedbyanewgeneration-we'rebringingback thepast,andsometimeswithamodernizedtwist.

Trending

Now

#RetroGaming

Theretrogamingtrendis revivingclassicgames andconsoles,appealing tobothnostalgicplayers andanewgenerationof gamers.

BrandAction

Refreshing

LeverageNewstalgiato bridgethegapbetween oldandnew communities,expanding yourbrand'sreachtoa freshaudience.

PowerPlay

SymphonyAssistant

UseSymphony AssistantʼspowerfulAI toreimagineyourbrand withtheplayful perspectiveofnostalgia orchildlikecuriosity.

CASESTUDY

KinderWorld (AUS-Gaming)

44 impressions 242M %

KinderWorld,amentalwellbeingandgaming appoftenshowcasesbrandvaluessuchas beingpro-LGBTQIA+throughtheirvideos andin-gamecontent.KinderWorldusesa combinationoforganicandpaidacquisition strategiestodrivemoreappinstalls.Through solutionslikeSparkAdssetupwiththeApp Installobjective,theywereabletoamplify selectedwell-performingorganiccontentto maximizeuserengagementandboostthe likelihoodofusersconvertingintoplayers. conversionrate conversion (appinstalls)

77K

BENDING COMMUNITIES

Communities are becoming a new form of self-care, bending bridges of belonging to soothe feelings of loneliness.

BuyitforLife

Shoppersareleaningonthecommunitytoinformhigherspendingdecisions

Consumersarewearyandtiredoflowqualityone-and-doneproductsinan oversaturatedmarketoffastfadsanddupes.Consciousconsumersaretrading “viralˮforvalueandturningtoTikTokasatrustedshoppingcompanionfor higher-endpurchasedecisions,fromclothingtocars.Backedbypersonal experience,creatorsonTikTokaresharingcapsulewardrobeguides,home investmentpieces,andtipsforsecond-handcyclingofluxuryitemsfrom trustedbrandsformoresustainableshopping-spendingmoreondurable,high qualityitems,tobuyless.

TrendingNow #men

Brandsarereachingmale shoppersthroughthe#bifl community,appealingto theirpreferenceforquality anddurabilityoverfleeting trends.

BrandAction NewCustomers

Highlighthonestcreator reviews,eventhenotso positive,tosharetrusted recommendationsthat buildnewconsumer confidence.

PowerPlay

TikTokShopAffiliate

Turnloyalcustomersinto TikTokaffiliates,earning commissionsbysharing theirgenuineproduct experiences.

CommunityConvergence

Communitycuriositiesareexpanding,andsoshouldbrands

Consumersarebreakingfreefromtraditionaldemographicsandembracing multifacetedidentitieswithinTikTok'svibrantcommunities.Whenthese communitiesintersect,it'sthedawnofanewhybridculture,exchangingand blendinguniquetraits.Brandsarefollowingsuit,collaboratingacrossverticals, globalandlocalbusinesses,andluxurywithaccessibleretailunitingtobridge generationalandmarketdivides,sparkingdynamicpartnershipsonTikTok.

TrendingNow Bridging Generations

TikTokconnectsdiverse agegroupsthroughshared creativecontent,like parentsdancingto'80s and'90shits.

BrandAction Product Launch

Launchalongsidea pre-establishedvoice/brand inyourtargetaudiencefor organiccredibilityduringa productlaunch.

PowerPlay Creator Marketplace

Unlocktrustedcreators withinaspecific communitywithCreator Marketplacefordeeper audienceresonance.

TikTokusersare4xmorelikelytosay TikTokisthebestplatformforbeingapart ofthecommunity

ShoppingAcrossBorders

TikTokusersarecuriousaboutwhat'strendinginotherregionstoo,unlocking greatercrossmarketpotential.

Theeaseofinternationalshoppinghaspiquednewglobalinterestfrom consumers.TheTikTokcommunityshareswhat'strendinginothercountries basedontheirtravels,heritage,anduniqueexpertise.GivingareviewinEnglish oftheirfavoriteJapaneseeyelinerorexercisingcolortheorytermspopularized inSouthKoreaconsumersareadaptingglobalelementsintotheireverydayand community,seamlessly.

TrendingNow #travelitinerary

TikTokhasbecomeahubfor sharingtravelitineraries, withtoprecommendations, includingspecialtyitemsto buywhileabroad.

BrandAction NewCustomers

LeverageTikTok'sglobal audiencetoexpandsales intonewmarketsor strengthencross-promotion inexistingones.

PowerPlay

TikTokShopAds

EstablishaTikTokShopto convertorganiccontent intoshoppablevideos,and utilizesolutionslikeShop Adstoboostsales.

74%ofTikTokusersfeelTikTokconnectsbackgroundsthemwithpeoplefromdifferent andculturesaroundtheworld

Source:TikTokMarketingScienceGlobalDiversityonTikTok2022conductedbyFlamingoGroup

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Hyundaileanedheavilyintothe storytellingstrengthsofthecreatorsthey chose,whichhelpedthevideostakeoff andgarnerengagementfromtheir respectivecommunities.Theycollaborated withcreatorssuchas@zeth, @amauryguichon,and@chefreactionsto developcontentthatprominentlyfeatured theIONIQ6.Thecreatorsskillfully integratedthecarintotheircontent, deliveringengagingnarratives.

BENDING RELATIONSHIPS

Marketersarebendingone-waybrand/consumer relationshipswithheightenedcollaborationand transparency.

68%useofTikTokuserssaybrandsshould thecommentsectiontobetter understandtheircustomers.

CommentstoConcept

Brandsthatinvitecustomersintothedevelopmentprocessaredeveloping strongerbonds

Asuserssharetheiropenandhonestreviews,strategicbrandsareclosely listeningandadaptingreal-timefeedbackintonewproductformulationsand consumerengagementtouchpoints.FromTheOrdinarytoindiemakeupbrand

AdrianaNicoleCosmetics,thesebrandsaredirectlyrespondingtouser'sTikTok commentsandconcernswithnewproductSKUsandideas,amplifyingcommunity

TrendingNow

#LoveYourInsecurities

TikTokfostersasafespace forsharingandembracing insecurities,inspiringbrand initiativesandproducts.

BrandAction

ProductLaunch

Buildcollaborativelyand transparentlyalongsideyour communitytoco-createa productandlauncha campaignwithabuilt-in audience.

PowerPlay

LIVEShopping

LIVEshoppingoffersa uniquechancetointeract withcustomersinrealtime, addressingtheirmost pressingquestionsand forgingmeaningful connections.

TikTokusersare5.2xmorelikelytosay TikTokisthebestplatformtoconnectwith brands(vsothersocial/videoplatforms)

AIEasesEveryday

BrandsandconsumersareactivelyexperimentingwithAItoresolvedecision fatigueintheshoppingprocess

AI'suntappedpotentialisoftenmetwithtrepidationduetoalackoffamiliarity. However,thisreluctanceisbeingsteadilyeclipsedbyagrowingwaveof exploration,asourcommunityandbrandsdiveintoAI'spossibilitiesandshare theirfindingsonTikTok.FromusingAItostyleanoutfitorvisualizeyourhome

,TikTokhasbecomeaplaygroundforaneweraofcreativityand acceptanceofAI.

TrendingNow #ArtificialIntelligence

BrandAction AppInstalls

TikTokuserssharefunand creativeAIinspirations,from integratingitintodailytasks likechoosingoutfitsor recipes,toenhancing shoppingexperiencesfor customers.

Leveragehownew technologycanbring shopperscloserto personalizedshopping experiencespoweredby data,butinspiredby humancreativity.

PowerPlay SymphonyAssistant

UtilizeourAIpowered SymphonyAssistantto boostyourcreativestrategy. Fromcopytotrends, leverageitsdata-powered insightstounlocknew storytellingdimensions.

LookingforAdviceinFinance

Consumersaretalkingaboutfinancesmorecasually

Moneytalkremainstabooinmanyotherspaces,butonTikTok,ourcommunity comestogethertoask,answer,andevenfindhumorintalkingopenlyabout money.TikTokemphasizescomfortandrelatability,goingbeyondfinancial educationtocreateasenseofsharedexperienceandactionableguidancethat makesfinancialconversationslikeloudbudgeting,girlmath,andprice feelcasual.

TrendingNow #100EnvelopeChallenge

BrandAction

GenerateLeads

Thetrendmakessaving moneyapproachableby fillinganenvelopedailyfor 100days,turningbudgeting intoafun,viralactivity.

Brandvaluesarenotstatic. Developbrandvalues alongsideyourcommunityto builddeepercustomer loyaltyovertime.

PowerPlay

InstantForms

Turntuned-inaudiencesinto high-valuecustomers. Captureleadsdirectlyin-app orredirectuserstoan externallandingpagewith InstantForms.

CASESTUDY

SecondCup

(CA-QSR)

SecondCup,inpartnershipwithDreww, stagedastuntfeaturingunusualdrinks.The twist?Theseconcoctionsweregeneratedby ChatGPT.Tomeettheirobjectives,theyused SparkAds,leveragingorganicTikTokpostsas adstobuildtrustandboostcustomer retention.Thecommentssectionbuzzedwith anengagedaudiencedebatingthedrinks' availabilityandvotingontheirfavorites.

660K reach

impressions

934K videoviews

476K

YourShoppingList

OURKEYFINDINGS

We'reapproachingacriticaltimewherewe'renolongerreactingtoreality,butinstead,bendingreality

BENDING EMOTIONS

Consumersseekoutbrandsbendingtheiryearning forjoyinto shoppingthatoffersrelieffroman overwhelmingsalesmarket.

Signal1Brandship

Brandsaregoingbeyondthevalueofaproduct,to thevaluesofabrand

Signal2Glimmers

Shoppersareseekingmoodboostingshoppinglessens theweightofturbulentreality

Signal3Newstalgia

Blendingnostalgiawithnewcontextsbridges generations,bringingbackoldtrendstoanewaudience

BENDINGCOMMUNITIES BENDINGEMOTIONS

Communitiesarebecominganewformof self-care,bendingbridgesofbelongingtosoothe feelingsofloneliness.

Signal1Buyitfor

Life

Shoppersareleaningonthecommunitytoinform higherspendingdecisions.

Marketersarebendingone-waybrand/consumer relationshipswithheightenedcollaborationand transparency.

Signal1CommentstoConcept

Brandsthatinvitecustomersintothedevelopment processaredevelopingstrongerbonds

Signal2CommunityConvergence

Surprisingbrandpartnershipsarebridgingaudiences acrossunlikelycommunities

Signal3ShoppingAcrossBorders

TikTokusersarecuriousaboutwhat'strendinginother regionstoo,unlockinggreatercrossmarketpotential

Signal2AIEasesEveryday

BrandsandconsumersareactivelyexperimentingwithAI toresolvedecisionfatigueintheshoppingprocess

Signal3LookingforAdviceinFinance

Consumersaretalkingaboutfinancesmorecasually

Thank You