Brands Should Embrace ‘Creative Bravery’ on TikTok Says 2024 Trend Report

“In an era where storytelling has become predictable, TikTok showcases creativity without a typical beginning, middle or end.”

Image by Polina Tankilevitch

TikTok has released the What’s Next 2024 Trend Report, its fourth annual trend forecast, which aims to give marketers insights into the TikTok community’s changing wants and needs to shape the year ahead.

In 2024, the popular platform said that the TikTok community will ignite a transformative mindset called “Creative Bravery,”  which is fuelled by “a blend of curiosity, imagination, vulnerability and courage.” They add that brands demonstrating Creative Bravery on TikTok will build deeper community connections.

According to TikTok, breaking through on the platform means shifting from occasional displays of Creative Bravery to infusing it into their daily behavior and strategies. They add that brands that will see the most success will regularly pique global curiosities, flip traditional story arcs, and deepen trust with their audiences.


The report focuses on the most actionable and enduring trends, in the sweet spot of what TikTok calls Trend Signals – which brands can leverage to inform their longer-term content strategy.

These Trend Signals can be broken down into three categories:

1. Curiosity Peaked

2. Storytelling Unhinged


3. Bridging the Trust Gap

Trend Signals

TikTok released the following summary of each:.

Curiosity Peaked

People come to TikTok looking for far more than a single ‘right answer.’ Every curiosity and interest leads to relevant perspectives, uncharted discovery, and IRL action thanks to the perfect blend of discovery and an active mindset. In fact, TikTok users are 1.8x more likely to agree that TikTok introduces them to new topics they didn’t even know they liked(1).

Beauty trailblazer Clinique embraced the magic of TikTok in a full-funnel campaign that captivated minds and faces by leaning into the power of discovery, creativity, and communities on the platform. Clinique was among the first to tap into TikTok’s dynamic search platform – teaming up with creators to endorse its latest product lines. The brand’s success in driving consideration through search translated to a remarkable 441% increase in conversion rate and a massive 51% increase in click-through rate.

There have never been more options to discover new ideas or things, but it’s also never been more taxing to find relevant answers. For brands, this means creating hyper-relevant, delightful, and useful content that piques every curiosity, even the ones communities didn’t know they had.

Storytelling Unhinged

Ends of stories are starting first. Multiple story arcs can happen at once. Communities are making up fictional celebrities and narratives. Against the backdrop of what’s often felt like an overwhelming reality, TikTok users have embraced a shared community of what’s been dubbed #delulu or delusional comfort. Rooted in fandom culture, #delulu is a blend of fantasy and manifestation – adopting a fake-it-til-you-make-it persona for audiences to tap into, fantasizing about their hopes, dreams or self-defined delusional realities.

From co-created content to ‘staying true to #delulu’, on TikTok, the shift where everyone can have a voice has unleashed creativity for all – where diverse voices, collaborative formats, and subject matters are flipping everything we know about traditional storytelling on its head.

IGG embraced this philosophy when launching its new game, Viking Rise, on TikTok. From TopView to Reach & Frequency (R&F), the brand showcased a variety of “let’s play” creatives, getting gamers excited about the new launch. IGG also rolled out a Branded Mission with a unique “spin the wheel” Branded Effect that invited users to experience what it’s like to unlock certain characters in the game – reaching 400M TikTok users in the process.

It’s the most intriguing narrative structures that guide viewers past the first few seconds and deeper into the story – ads intended to make users curious keep them watching 1.4x longer(2).

Bridging the Trust Gap

There continues to be a growing trust gap between consumers and brands igniting audiences to seek engagement beyond a one-time sale. They’re also looking for brands to lead positive societal change and transparency. Establishing clear brand trust and values are non-negotiables. On TikTok, brands have an open line of communication with their consumers and community.

Bringing direct lines of communication this to life, Indonesian childcare brand MAKUKU partnered with local TikTok creators in the mother and baby communities to participate in their product launch. These creators took two keywords signaled by a previous hashtag challenge by the brand as the campaign messaging starting point – resulting in a 500% increase in sales and 20% of offline store consumers learning about Makuku from TikTok.

For brands, it’s key to consider each campaign and organic piece of content as an opportunity to share, listen, and learn, building brand trust and values together to generate deeper loyalty on and off-platform. After seeing an ad on TikTok, viewers trust the brand 41% more, are 31% more likely to be loyal to the brand, and are 33% more likely to say the brand is a good fit for who they are as a person (vs. before seeing ads on TikTok). This is driving action IRL, as well as on the platform.

You can check out the full report here.

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