TikTok Trends for 2024


Hello and welcome to Season 6 and Episode 96 of the Public Sector Marketing Show where I’m talking about TikTok trends for 2024.

Are you surprised I’m talking about TikTok again?

No, don’t be. 

They recently released their 2024 TikTok Trends report and if I have learned anything about social media over the past 20 years, it’s that the social network know exactly how consumer behaviour is changing because we are telling them!

So in today’s show I am giving you that report in my words, but more than that, how you can use their insights on other social networks. 

Because, there are many government and public sector agencies who are not using the app because of the data security threat. 

Although I think your absence is problematic in the long run! 

Ok, let’s dive in! 

Column – Why you need to lean into TikTok Trends for overall social media success

So you don’t have a TikTok account for your government or public sector agency. 

But you know the latest social media trends are born there. 

And this is why you need to understand what is happening so that you can test new tactics and learn about new features which undoubtedly the other social networks will test. 

Consulting – What we Learn from the TikTok Trends for 2024 Report

#️⃣1️⃣ Curiosity peaked

People come to TikTok looking for more than a single “right answer.” Every curiosity and interest reaches its “peak” on TikTok, leading to relevant perspectives and uncharted rabbit holes. Spark action during your audience’s discovery journey on TikTok by digging into the communities they’re already a part of and creating content that aligns with their needs and curiosities.

Users are 1.8x more likely to agree that TikTok introduces them to new topics they didn’t even know they liked.

#️⃣2️⃣ Storytelling unhinged

TikTok is a place where diverse voices, collaborative formats, and subject matters have flipped everything we know about traditional storytelling on its head. Content on TikTok is designed to be reinterpreted and built upon, so mobilize our community and give them an equal seat at the table to shape your brand’s identity and narrative.

Intriguing narrative structures guide viewers past the first few seconds – ads intended to make users curious keep them watching 1.4x longer.

#️⃣3️⃣ Bridging the trust gap 

On TikTok, brands have an open line of communication with their consumers and community, and can leverage creators as shortcuts. Each campaign and organic piece of content is 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 and are 31% more likely to be loyal to the brand.



Interview | Sharon Campbell, Deputy Head of Communications at Trinity College Dublin 

This week, I interviewed the Deputy Head of Communications at Trinity College Dublin, Sharon Campbell.

Thank You for Listening!

Thank you for tuning into episode 96.  If you are a regular listener, please rate and review our show.

Don’t forget to get in touch with your questions. I love hearing from my listeners, don’t be a social media stranger. Contact me at @JSTweetsDigital

If you would like to be a guest on the show, please get in touch. Email [email protected].

If you haven’t already, please subscribe to The Public Sector Marketing Show or your preferred podcast platform.


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