2023 brought massive changes to TikTok— from the rise of AI content to the introduction of TikTok Shop and the introduction of the Creativity Program, there are so many new ways to make and monetize content. 2023 also brought new challenges to the TikTok creator space, with Congressional support for a ban on the platform. At the same time, we’ve seen TikTok become a key space to discuss news and politics, where creators are ready to organize and fundraise for causes. Here are our predictions for what’s coming next year…
More AI filters
AI was one of the biggest changes in social media in 2023. With competitors like YouTube Shorts integrating AI into their video creation tools, expect TikTok to continue pushing AI content onto feeds.
Leaning into absurdist humor to make AI content work
Despite the increased presence of AI, audiences are largely concerned by AI. That means AI content is largely going to have to appeal to the absurd. The less seriously we take AI, the less scary it is.
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Enable 3rd party cookies or use another browserInfluencers traveling with followers
Creators are looking for ways to deepen follower engagement. Expect to see more influencers taking their relationship with their followers offline into IRL events and trips, with the benefit of making influencers money through services like Trova Trip.
More food content
Influencer marketers are seeing the demand for food influencers on campaigns go up. Food is a great lead into discussions of culture and history. Creators like @nikki.mov are already blazing the trail making food content that’s about more than just food. Expect more pivots to food content and more diverse food content.
Businesses looking for a boost from creators like Keith Lee
Keith Lee is a powerhouse. So naturally organizations are going to be looking to appeal to influencers like Keith Lee (@keith_lee125) who might have an impact on business. This isn’t just through ad partnerships with creators. The magic of Keith Lee, in particular, is the organic nature of the content. What this will mean for businesses is appealing to creators through other means.
More ‘filters for good’ from creators
In November 2023, AR effects designer Jourdan Johnson (@xojourdanlouise) launched her first ‘Filter For Good.’ The filter, a watermelon-themed game, is monetized via the Creativity Program. The creator pledged to use the earnings to donate to humanitarian organizations working in Gaza. This marked the first in a series of filters from Johnson (and others) all pledging to use funding from TikTok as members of the Creativity Program, to donate to various causes. I think we can expect to see this kind of fundraising continue in 2024.
More reliance on commentary from TikTok creators
Social, political, and cultural commentary is in demand from influencers. We’ve even seen a major backlash in 2023 to influencers who avoided using their platform to highlight issues. Whether creators need to use their platforms for social justice is irrelevant. The fact is audiences want vocal and informed creators.
Longer videos
TikTok has come a long way since its 15-second video maximum. TikTok is signaling they want longer content from creators by providing financial incentives for it.
More TV and film on TikTok
Paramount put Mean Girls on TikTok for a day. Those clips were viewed over 50 million times. Hollywood has its eye on TikTok for an alternative to streaming. The appeal of TikTok, beyond views, might be as a way for studios to avoid paying residuals. Paramount claimed actors were paid for the uploading of Mean Girls to TikTok, but that doesn’t mean other studios are bound to follow suit.
Changes to TikTok Shop
TikTok Shop launched in 2023 and brought The Shadow Journal to the masses. We’re expecting to see more shopping on TikTok in 2024 but consumer backlash is going to force changes.
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Enable 3rd party cookies or use another browserMore influencers starting podcasts
We’ve seen several influencer-hosted podcasts launch in 2023 and this trend is likely to continue in 2024 as podcasts offer an alternative income stream and more opportunities for sponsorships. Marketers need to be aware that the creators they work with may be able to do podcast ad reads in addition to sponsored posts.
Increased emphasis on authenticity
The de-influencing trend of 2022 and 2023 is inevitably going to lead to an emphasis on authenticity. Complaints from audiences about overly consumerist, wasteful, and unrealistic lifestyles shown by influencers have grown in 2023 so we can expect to see a culture change in influencing in 2024.
Translation features leading to global content on the FYP
TikTok has improved its translation features and we’ve been seeing more global posts on our FYPs. Get ready for an even more global feed with global reach.
Nostalgia based trends
So many trends are fueled by nostalgia and TikTok is no different. Expect more 2000s flashback trends in the coming year.
Callbacks to blogging and micro-blogging to spice up the internet
Speaking of nostalgia, a desire to return to the “simpler times” of the internet is popular among social media users. Perhaps TikTok can be the new Tumblr or Livejournal…
Election merch
It’s an election year— of course, you’re going to start seeing merch. TikTok Shop is going to give creators a chance to make and sell their own.
A body-image reckoning for TikTok
Surgeries and GLP-1 agonists took over body-image discourse in 2023. TikTok creators had a hand in the promotion of these drugs and procedures. The rise of patient-tok continues to be of great concern. We’re headed for further discussions about the role of social media on body image in 2024, and whether the body positivity movement is sufficient to address an issue of pharmaceutical interests and systemic anti-fat bias.
@shanticharancomedyThere seems to be some conflation between #bodypositivity and #fatliberation. So let’s clarify some of the distinctions between them! Tune in to the full episode of @mouthfulwithshanti on @spotify to hear more of my super stimulating conversation with @fiercefatfemme about Fat Liberation, the Fat Spectrum, Fat Tax, how to advocate for yourself as a fat person in the medical system and more!! LINK IN BIO! 🔥💜🍑 #fatacceptance #plussize #marginalized #podcast #informativereels #queeringfatness #inequity #mouthfulwithshantiTiktok failed to load.
Enable 3rd party cookies or use another browserCreators organizing
Whether grassroots or not we can expect to see creators take on a major role in 2024. Campaigns are also already looking to influencers for content and strategy. We’ll see the line blur between creators and organizers, especially as creators continue to fundraise and engage in activism. Whether creators work with local or national campaigns or organize around issues online, we’re gonna see the rise of the creator-organizer.
Local creators
2023 saw the rise of hyper-local weather forecasters in India. As TikTok has refined its geo-location features, I think we’ll start seeing more local content on our FYPs.
Refreshing meme marketing
Brand accounts have a tendency to be cringe. In 2024, it might be time for social media managers to re-consider how they engage in trends.
Creators breaking news stories
With the decline of small and local newsrooms, we’re seeing journalists and creators taking on some of the functions of local and independent news media. Users, likewise, are increasingly getting their news on TikTok. This trend looks set to continue in 2024 and we might even see a creator break a story before traditional media.
More utilization of alternative monetization methods
We’re expecting influencers to look to the Creativity Program, Patreon, social media strategy work, and other patron models to supplement their income, in addition to traditional sponsorships.
Brands opting for long-term creator partnerships
Olipop got ahead of this trend by hiring an influencer to run their accounts. This is a great strategy to ensure engagement outside of traditional influencer sponsorships. Working with an influencer long-term can have massive benefits for organizations that want to be visible online.
TikTok becoming the platform for politics
If you want to reach voters, get a message out, discuss a current issue, or fundraise you need to do it on TikTok. TikTok is set to be the most important platform for those in politics and advocacy. In 2024, TikTok is sure to impact everything from public discourse to political offices.