Coming up next: TikTok commissioned several studies for its 2024 report, which focused on sweeping trends that brands should keep an eye on. For instance, it said “unpredictable, collective stories” that lack classic story arcs will become more common, advising brands to lean into co-creation with their fans.
- The app also highlighted its search capabilities, noting that hashtags like #tiktokfinds and #whattowatch are growing as people look to the app for products and recommendations.
Gen Zers are more likely to visit Amazon, TikTok, and YouTube before traditional search engines like Google, research from Jungle Scout found earlier this year. Now that Instagram and TikTok have officially launched their search advertising products, social search will become a bigger priority for marketers in 2024.
Our take: As platforms invest additional resources in messaging, shopping, and search functionalities, brands are increasingly motivated to dedicate more time and marketing dollars across these channels.
Stay tuned: Keep an eye out for more 2024 predictions in our Social Trends 2024 report, which comes out in January.