TikTok Marketing Trends to Watch in 2024
Hi Everyone,
Welcome back to another edition of Mastering Marketing.
TikTok has evolved beyond a quirky app for dance challenges, with over 1.2 billion monthly users, it's rapidly becoming a crucial space for brands to engage with diverse audiences. This week, I explore the top 10 TikTok marketing trends this year. I've also shared three more news articles that have captured the marketing world's attention recently.
👉🏻TikTok Marketing Trends to Watch in 2024
👉🏻In the News | AI Startup Perplexity's Challenges Google Dominance
👉🏻In the News | Fanta Unveils Limited-Edition ‘Beetlejuice’ Flavor with QR Code Experiences
👉🏻In the News | Guinness Launches Largest-Ever Global Campaign with Premier League Sponsorship
👉🏻TikTok Marketing Trends to Watch in 2024
TikTok has transformed from a quirky app for dance challenges to a global phenomenon that influences trends across industries. With over 1.2 billion monthly active users, TikTok isn’t just a social media platform—it’s a dynamic platform where creativity meets commerce. For digital marketers, social media managers, and business owners, staying ahead of TikTok trends is not just an option—it’s essential. Brands that understand and leverage TikTok’s evolving landscape can unlock unprecedented growth and engagement.
In this blog post, we’ll explore the top 10 TikTok marketing trends for 2024, offering insights for each trend, ensuring you have actionable insights to inform your marketing strategy. and actionable tips to help you leverage these trends.
The Rapid Growth of TikTok
TikTok has seen explosive growth since its inception, becoming one of the most downloaded apps worldwide. Its algorithm, which tailors content to individual user preferences, has set a new standard for personalized social media experiences. This growth has made TikTok a vital platform for marketers looking to reach diverse and engaged audiences.
Why Staying Updated Matters
In the fast-paced world of digital marketing, trends evolve rapidly. Staying updated on TikTok trends is essential for maximizing reach, engagement, and return on investment (ROI). By keeping your finger on the pulse, you can adapt your strategies to meet the platform’s evolving dynamics, ensuring your brand remains relevant and competitive.
Shopping, Ecommerce, and Products
1. TikTok Shops Integration and Expansion
TikTok Shops, launched in select markets in 2021, have seen widespread adoption. As of late 2023, TikTok Shops are available in over 15 countries, driving a 67% increase in in-app purchases compared to the previous year. TikTok continues to enhance its in-app shopping features, making it easier for users to purchase products directly through the platform.
Brands like H&M have leveraged TikTok Shops to launch exclusive collections, resulting in a 35% higher conversion rate than traditional e-commerce platforms. This seamless integration encourages impulse buying and significantly boosts sales.
TikTok’s smooth integration of shopping features has led to a 150% increase in brands adopting TikTok as a primary sales channel. In 2024, we can expect more brands to leverage this feature, turning TikTok into a critical component of their ecommerce strategy.
Lower acquisition costs, increased customer loyalty, and valuable customer data are key benefits of TikTok Shop. Brands can optimize product listings, leverage TikTok’s advertising tools, and offer excellent customer service to maximize their success on the platform.
2. Social Commerce through Livestream Shopping
Livestream shopping, a trend that originated in China, is now gaining traction on TikTok. In China, Douyin (TikTok’s sister app) generated over $26 billion in product sales from livestreaming in 2022. This success is now replicating globally as more brands discover the power of live shopping on TikTok.
This feature allows influencers and brands to showcase products in real-time, interact with viewers, and drive sales through live events.
For instance, L’Oréal leveraged TikTok Live to host a series of shopping events that have achieved a 50% higher engagement rate compared to standard product posts, driving immediate purchases and a 20% increase in sales during the live sessions, as well as fostering a sense of community.
Livestream shopping creates a sense of urgency and community, driving immediate purchases and fostering deeper connections between brands and consumers, making it a powerful tool for boosting sales. To maximize the impact of live shopping events, brands should collaborate with influencers, offer exclusive deals, and incorporate interactive elements like polls and Q&As.
Expect this trend to dominate TikTok in 2024, particularly in fashion, beauty, and tech sectors.
3. Personalized Product Recommendations
TikTok’s algorithm is renowned for its ability to surface content that resonates with individual users, and this extends to product recommendations. By analyzing user behavior, preferences, and interactions, TikTok offers highly personalized product suggestions that drive higher engagement and conversion rates.
TikTok’s algorithm drives 83% of video views, with personalized content, including product recommendations, significantly enhancing user experience. Fast fashion brand Shein uses this feature to push targeted product videos, resulting in a 45% increase in click-through rates.
By tailoring recommendations based on user behavior, TikTok enhances the shopping experience, leading to to a 4.5x higher purchase intent compared to non-personalized content. In 2024, brands that master personalization on TikTok will see significant returns.
👉🏻In the News | AI Startup Perplexity's Challenges Google Dominance
Perplexity is emerging as a strong competitor to Google's search dominance, with rapid user growth and projected annual revenues of $35 million in 2024. The company offers an AI-powered answer engine focused on delivering accurate, real-time responses, and has introduced a revenue-sharing model with publishers. Following a U.S. antitrust ruling against Google, Perplexity could benefit as users explore alternative search engines.
For more details, read the full article here.
👉🏻In the News | Fanta Unveils Limited-Edition ‘Beetlejuice’ Flavor with QR Code Experiences
Fanta has partnered with Warner Bros. to launch a limited-edition Beetlejuice-themed flavor, featuring packaging with QR codes that unlock digital and physical experiences, including chances to win movie tickets. The promotion coincides with the release of the "Beetlejuice" sequel, with Fanta products featuring characters from the film. This campaign, part of a broader effort to capitalize on Halloween, aims to boost sales and includes a revamped "Wanta Fanta" global platform to attract Gen Z consumers.
For more details, read the full article here.
👉🏻In the News | Guinness Launches Largest-Ever Global Campaign with Premier League Sponsorship
Guinness has launched its biggest global campaign to mark its debut as the official beer sponsor of the Premier League, aiming to connect with consumers worldwide. The campaign features four ads designed to resonate with football and Guinness fans across over 70 countries, leveraging the Premier League's global viewership in 189 countries. This sponsorship is Guinness’s first global partnership in football, supporting its strategy to expand its brand presence on an international scale.
For more details, read the full article here.
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Here's an interesting read from my strategic marketing agency, SK…
The Essential Guide to Gamification
Gamification in marketing is the concept of using game elements and mechanics to incentivize customers to be more engaged with a product or service. It is seen within advertising, rewards programs, content marketing, and other types of marketing campaigns. It helps to drive conversions, increase brand awareness, and meet other business objectives.
This guide will discuss how to leverage gamification, the benefits one can expect to see, and best practices for designing a gamification plan.
What is Gamification?
The term ‘gamification’ is derived from the fields of psychology and behavioral economics. It is based on the principle of operant conditioning, which states that when an action is rewarded, it tends to be repeated and when punished, it tends to be avoided. This concept was applied to game design in the 1970s and 1980s, as designers sought ways to make players more engaged. By offering players rewards and incentives, they found that it increased the likelihood of them returning to the game.
The concept of gamification has evolved over time to include elements such as leader boards, achievements and virtual currencies. These are all designed to increase engagement by rewarding users for completing certain tasks or reaching certain milestones. Gamification can also involve integrating real-world items in the game, such as physical fitness tracking devices; by combining elements of gaming with aspects of everyday life, gamification can help to encourage users to stay engaged and motivated.
Essentially, gamification is the application of gaming principles to scenarios that are not games; in marketing, it is used as a means to entice and retain customers.
The behavioral science behind gamification is also behind the social media addiction in consumers. For example, when a user posts content that becomes popular, they are rewarded with greater visibility. This triggers a cycle in which users create more and more content in order to continue gaining rewards (the rewards in this case not only being more visibility but likes, attention, the alleviation of boredom, ad so on).
Thanks for reading!
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About Simon
I have been helping companies with their marketing from start-ups to global organisations for over 25 years and I’m also the author of 2 best-selling books in the field. Whether it’s growth, branding, performance, content marketing, SEO or many other areas, I have helped companies all over the world to deliver market-leading results and I'd love to help you if I can.
Simon
Managing Director at Africa Marketing Agency
1moAlways spot-on, Simon .... Keep it up