First, it was #bratsummer, then it #moodeng and #pesto. Next, we had the global cucumber addiction. And who remembers the Duolingo mascot going off the rails? Rest assured, in the midst of all the chaos, we were “very mindful, very demure”.
With over one billion active users, TikTok has played an integral role in the numerous cultural shifts and resets we’ve had this year. The platform has had a notable influence in the music industry, politics, food, fashion, literature, and even played a vital role in news and information.
More and more young adults are using the platform to stay up-to-date with the news. Likewise, an increasing number of Gen-Z users have also started using TikTok as their preferred search engine. From UGC creators and small businesses to large corporations, TikTok has helped launch careers, inspire change, and nurture an inclusive environment.
TikTok says it best– “a little bit of creativity can spark a lot of impact”.
TikTok’s Year in Review
TikTok’s Year in Review 2024 highlights some of the platform’s biggest trends. This year, we saw Jools Lebron’s catchy phrase, “very mindful, very demure,” take off, alongside Charli XCX’s album Brat, which turned the platform lime green. Charli herself also joined in on Kelly Heyer’s iconic “Apple” dance, which became a viral sensation.
The “Brat” theme continued to dominate, with Collins Dictionary naming “brat” its word of the year. The term refers to a confident, independent, and hedonistic attitude, essentially– an icon.
Megan Boni’s “Man in Finance” meme also made waves–further amplified by even Duolingo joining the trend. However, at its core, it sparked important conversations about dating, gender roles, and societal expectations.
Animals had their moment too, with Moo Deng, a pygmy hippo from Thailand, gaining fame for being a bit of a brat. Meanwhile, Pesto, an abnormally large, fuzzy King Penguin from Australia, captured hearts worldwide, even getting time with Katy Perry.
Food trends ruled TikTok this year, with Spud Brothers bringing baked potatoes to the forefront, Fix Dessert Chocolatier’s fancy Dubai chocolates making waves, and Logan Moffitt’s cucumber salad videos becoming a popular favourite.
In music, TikTok’s top ten songs came from artists across seven different countries, with Gata Only by FloyyMenor and Cris MJ standing out, boasting over 50 million creations and 1.3 billion Spotify streams.
TikTok also proved to be an educational hub, with over 5.5 million #TeachersOfTikTok posts. Educational content ranged from museums and science communicators to cultural institutions like The Met and Royal Armouries Museum, which sparked conversations about history and society.
Lastly, #BookTok had an extraordinary year, further cementing its status as a cultural powerhouse. With over 1.2 million posts, the hashtag spotlighted both emerging authors and bestsellers.
Why Does This Matter?
For starters, TikTok Wrapped offers a fascinating look at how users around the world have engaged with the platform over the past year. It provides valuable insights into content consumption patterns, helping TikTok better understand what users enjoy and want to see more of, which in turn refines its algorithm and content offerings.
Wrapped highlights aren’t a new concept—Spotify has been doing it for years, and other social media platforms are beginning to follow suit. The release of Wrapped results sparks conversations and sharing among users, reigniting discussions about the trends and content that have had a major cultural impact. It also introduces users to content they may have missed, helping them discover new creators, songs, and viral moments.
For marketers and brands, TikTok Wrapped provides insights into key trends and audience preferences. It helps creators understand what content resonates most with their target audience, allowing them to align their strategies and create more engaging campaigns. For brands, this means better opportunities to capitalise on popular trends.
As of August 2024, key insights for marketers include:
- 61% of TikTok users discover new brands/products on the platform.
- 92% of users engage with content (like, share, comment).
- 1 in 4 users purchase a beauty product after seeing beauty TikToks.
- Millennials are 2.3x more likely to create posts and tag brands.
- Gen Z is 1.2x more likely to DM a brand after buying.
- 63% of successful ads communicate their message immediately.
- TikTok’s top-view ads are highly favored by users for engagement.
As TikTok continues to grow and evolve, these stats are likely to improve in 2025, providing even greater opportunities for brand discovery and advertising effectiveness.
As platform usage and trends progress over the next year, brands that keep up can expect higher levels of interaction, engagement, and ultimately, conversions from TikTok’s expanding user base.