As we move into June 2024, let’s highlight the several key trends that brands should leverage to maximise their impact on the platform this month.
Embrace Creative Bravery
In 2024, the TikTok community values content that exhibits curiosity, imagination, vulnerability, and courage. Brands that take strategic risks and showcase their unique quirks will not only stand out but also foster a deeper connection with their audience. By leaning into micro insights and creating content that resonates with specific community interests, brands can turn the unknown and uncomfortable into extraordinary opportunities. This transformative mindset is essential for flourishing on TikTok, as audiences appreciate and reward content that is bold and genuine.
Curiosity-Driven Content
One of the most significant trends this month is the emphasis on curiosity. TikTok users are 1.8x more likely to discover new topics on the platform than on other social media. This means brands have a unique opportunity to engage users by tapping into their diverse curiosities and interests. To capitalise on this, brands should create content that sparks curiosity and encourages users to explore further. This can be achieved by delving into the communities that your audience is already part of and tailoring your content to align with their specific needs and curiosities. Essentially, the goal is to initiate action during the audience’s discovery journey, turning passive viewers into engaged participants.
Storytelling Unhinged
June 2024 is also seeing a continuation of the trend where traditional storytelling norms are being redefined. TikTok’s format allows for diverse voices and collaborative content creation, which helps flip conventional narrative structures on their head. Brands should focus on creating ads and content that are designed to be reinterpreted and built upon by the community. By giving users an equal role in shaping the brand’s narrative, brands can foster a sense of ownership and deeper engagement. Ads that intrigue and make users curious tend to keep viewers watching 1.4 times longer, highlighting the importance of compelling and unconventional storytelling.
Bridging the Trust Gap
Trust remains a critical component on TikTok, and brands have an open line of communication with their audience through the platform. Utilising creators as ambassadors can act as a shortcut to building trust. Each campaign and piece of organic content is an opportunity to share, listen, and learn from the community, which in turn helps build brand trust and loyalty. According to the report, after seeing an ad on TikTok, viewers trust the brand 41% more and are 31% more likely to be loyal to it. This underscores the importance of authentic interactions and the value of leveraging influencers who align with the brand’s values.
In summary, for June 2024, brands on TikTok should focus on being creatively brave, engaging curiosity-driven content, embracing unconventional storytelling, and building trust through authentic communication. By aligning with these trends, brands can create impactful content that resonates deeply with the TikTok community, driving both engagement and loyalty.
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