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Key TikTok trends to shape your social media strategy in 2024

An image of a smartphone with the TikTok app open.

TikTok has transformed the way individuals and brands engage with content creation and consumption. As TikTok continues to establish itself as a core social media platform, more people are creating more content, resulting in an abundance of relevant posts.

In this blog, we look at three long-term trends on TikTok that will play a crucial role in shaping your 2024 social media strategy. By leveraging these trends, you can stand out on the app, reach your audience, and create deeper community connections.

1. Prioritising longer form content in your social media strategy

TikTok is undergoing a transformation, prioritising longer-form content. While it was originally known for its quick and engaging videos, with the current video length limit at 10 minutes and set to expand to 30 minutes in 2024, TikTok has evolved into much more than a short-form video app.

TikTok has explicitly communicated that videos exceeding one minute in duration will be served to a larger audience through their algorithm. This presents an immediate opportunity to broaden your audience and increase engagement. However, it is crucial to maintain quality and ensure that the entire minute is relevant to the video’s content, avoiding unnecessary prolongation.

Contrastingly, videos under five seconds face limitations imposed by the algorithm. These ultra-short videos are less likely to feature on the For You Page (FYP) and initially reach a very limited audience.

The motivation behind this shift towards longer content lies in TikTok’s strategy with advertisers. In the future, videos may incorporate ads within them, supporting monetisation of the platform. This shift towards longer content on TikTok creates exciting opportunities for content creators and marketers to tap into the platform’s evolving landscape.

2. Utilising sounds, hashtags and keywords

If you have a business account on TikTok, you will be able to see how people are finding your content. Through our audits of client TikTok accounts, we have discovered that the For You Page (FYP) remains a primary source of video discovery. However, it’s crucial to note that a significant portion of views also come from TikTok’s search functionality, and this trend is on the rise.

To increase visibility and expand your reach on the FYP, it’s vital to stay in tune with trending sounds as well as popular and niche hashtags. Incorporating these into your videos can significantly boost your chances of getting noticed.

To capture viewers through TikTok’s search feature, it’s all about using the right keywords effectively. This includes integrating keywords into your captions, subtitles, and hashtags. Given the vast amount of content on the platform, make sure to choose niche-relevant keywords that closely align with your target audience’s interests and what they’re actively searching for.

3. Embracing a casual style

When it comes to your organic TikTok video or TikTok ad, avoid making it overly polished or reminiscent of a traditional ad. Why? Because on TikTok, all ads are currently skippable, and users are looking for content that feels genuine and relatable – they want real, not polished!

TikTok is a platform that celebrates authenticity and personality, allowing you to connect with your audience on a deeper level. While there are instances where highly produced videos gain traction, more often than not, it’s the unpolished, authentic videos that thrive on the For You Page (FYP).

So, if the style of your video isn’t the main focus, what is? It’s the content itself. Use TikTok as a platform to show your audience a day in the life of your business, offer a behind-the-scenes glimpse, share valuable knowledge, narrate a compelling story, introduce a new product, or highlight your most engaging employees. The possibilities are endless, and it’s the content’s quality and relevance that will truly engage your TikTok audience.

What do these trends mean?

As TikTok continues to evolve, these three long-term trends will be instrumental in shaping successful strategies for 2024. By leveraging these trends, brands and content creators can make a lasting impact on this dynamic platform and connect with their audience in meaningful ways.

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