Creative bravery needed in an era where storytelling has become predictable
In an era where storytelling has become predictable, TikTok introduces the “Creative Bravery” transformative mindset.
To arm marketers with key knowledge about the TikTok community’s changing wants and needs and to help them shape the year ahead, the platform has introduced its fourth annual trend forecast – TikTok What’s Next Report 2024.
In 2023, the platform’s community continued celebrating authenticity and inspiring each other, while sharing the richness of African talent, ideas and knowledge, memorable moments, the beauty and diversity of African music and much more.
TikTok has become a virtual melting pot, connecting users with diverse backgrounds and cultures worldwide as well as providing businesses of all sizes and various industries with the opportunity to thrive on creativity.
Storytelling has become predictable
“2023 has seen an audience of over one billion people regularly coming to TikTok to find community, surprise and delight,” says Jochen Bischoff, head of global business solutions, Africa, TikTok.
“In an era where storytelling has become predictable, TikTok showcases creativity without a typical beginning, middle or end.
“In 2024 we’re going to see the TikTok community build on this in ways we’ve never seen before. Fueled by a blend of curiosity, imagination, vulnerability and courage – creative bravery will be infused into our daily lives,” he elaborates.
The report introduces the “Creative Bravery” transformative mindset that will be ignited by the TikTok community in 2024.
Breaking through on TikTok means shifting from occasional displays of “Creative Bravery” to infusing it into their daily behaviour and strategies.
Brands that will see the most success will regularly pique global curiosities, flip traditional story arcs, and deepen trust with their audiences.
Trend signals
The report focuses on the most actionable and enduring trends, defined as Trend Signals.
Trend Signals are content patterns that show emerging behaviours and interests that brands can leverage to inform their longer-term content strategy.
These Trend Signals can be broken down into three categories Curiosity peaked, Storytelling unhinged and Bridging the trust gap.
- Curiosity peaked
- Storytelling unhinged
- Bridging the trust gap
What’s next methodology
This report is heavily supported by data from the Global TikTok Marketing Science team gathered across multiple third-party commissioned research studies utilising mixed methods approaches often including quantitative online surveys, exposure to stimuli in a mock TikTok environment, and/or advanced analytics.
The report focuses on studies from 2022 and 2023, which are most relevant and innovative and speaks to the larger trend forces at play in 2023 and 2024.
Source: bizcommunity.com
