Another year is coming to an end and oh how much fun and excitement we’ve had in the world of social media. Especially on TikTok. This year, as cracking the TikTok code has become the holy grail for brands and content creators alike, I deepened my relationship with the platform and allowed it to take me on an exciting journey through even more niche communities and their creators’ content. This year I also had the privilege of being a judge at the 2023 TikTok Ad Awards Nordics, which gave some insight into what things marketers and brands should be focusing on in TikTok in 2024.1. More niche & individual, less mass & less like everyone else
In 2024, the TikTok vibes are shifting from reaching the masses to captivating the individual, making every connection more niche and distinctive. Thrive by embracing uniqueness and straying from the conventional like Burberry
with their Kevin Parry
and #dreamcore inspired stop motion content.2. For TikTok, by TikTok
It’s time to give more love to the idea of TikTok 360: where it’s not just about being on the platform; it’s about being for TikTok, from TikTok and by TikTok. Content and talent casted from TikTok to create a series for TikTok as was done by IQ, a Swedish government-owned subsidiary, addressing complex relationships between youth and alcohol, for Sweden’s first drama series for TikTok. IQ took home the ‘Greatest TikTok’ award at the Nordic TikTok Ad Awards. For your next social 1st campaign, how about creating something not just ”TikTok first” but TikTok exclusive?3. The role of Sonic identity
The power of sonic identity is center stage, especially on TikTok. Think of every time you hear ’Dreams’ by Fleetwood Mac, the visual of the guy on a skateboard drinking Ocean Spray cranberry juice comes to mind. Beyond the visual, brands are recognizing the impact of sound in creating memorable and distinctive brand experiences. According to the Ogilvy Influence Trends Report 2024
“TikTok ads with sound drive significant lifts in sales conversion and brand favourability, and Meta reports that 80% of story content with voiceover or music drive better low funnel results”. Sound was also a key element in the Nordic Ad Awards ‘Greatest Creative work ‘Nomppalive’
for TV Mix campaign by Cloetta, #ASMR anyone? Now more than ever, crafting a sonic identity is an integral part of the branding playbook.4. Vanilla no more
The TikTok landscape is evolving towards the unexpected—choosing the “weird” over the ordinary, storytelling over a mere showcase of products and collaborating with creators outside of the usual “brand fit” become the catalyst for innovation. Dare to think outside the box and rewrite the rules of engagement and capture the attention of audiences seeking more than the ordinary like fashion label Telfar and 2girls1bottl3.
A world of flavours other than vanilla await!
Cracking of the TikTok code continues but I’ll leave you with one tip that sums it all up: The weirder the rabbit hole a consumer can meet your brand at, the better.
Let’s go 2024.Enoma EdevbaroHead of Social Media and Influencer Marketing