9 Top TikTok Marketing Trends and Tips for 2024

By Intelligent Relations Team

December 11, 2023

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TikTok isn’t just a place for silly videos. 

It’s also an excellent place to market your brand. 

However, it’s important to know how to use TikTok and take advantage of its features and algorithms before you get started.

That’s because TikTok is driven by trends that can change rapidly. You must stay updated with the latest TikTok marketing trends to create relevant and engaging content.

Additionally, TikTok users favor authenticity and creativity. 

To be successful on the platform, you’ll need to create content that resonates with users without appearing overly promotional or out of touch.

Finding the right balance between entertaining your audience and promoting a product or service is crucial. Too much focus on either aspect can lead to losing audience interest.

If this all sounds overwhelming, don’t worry. We’ve outlined 9 key trends, ideas, and TikTok marketing tips to help successfully market your brand. 

9 TikTok Marketing Trends 2024

• Public Relations
• Influencer Marketing
• User-Generated Content
• Behind-the-Scenes Videos
• Hashtags
• Educational Videos
• Stitches and Duets
• “A Day in the Life Of” Videos
• TikTok Advertising

1. TikTok is an Ideal Platform for Your PR Efforts

Why is public relations (PR) one of the top TikTok marketing trends? With its vast reach potential, TikTok is an excellent platform to build and maintain a positive brand image. 

You can use TikTok to provide real-time updates, discuss company milestones, and respond to a crisis. Plus, TikTok is a great platform for storytelling. Many brands use it to tell stories about their brand and showcase their values, culture, and mission. 

When using TikTok for PR, be sure to create authentic and relatable content. Share genuine stories and avoid overly polished or corporate messaging. It also helps to include some humor, creativity, and trends relevant to your brand identity.

Actively engage with your audience by responding to comments. Also, consider participating in challenges to build a community around your brand.

Here is an example of a company milestone on TikTok:

Pro Tip: You never know when a crisis will emerge. When it’s time to respond, create a compelling video on TikTok that addresses a potential issue. A TikTok video response can reach your audience quickly and show that you’re serious about addressing an issue.

Interested in using PR as a general marketing strategy? Not sure how to get started? Check out our article: 18 Top PR Trends Shaping the Industry in 2024

2. TikTok is a Hot Spot for Influencer Marketing

Influencer marketing is one of the leading TikTok marketing trends for a reason. The platform already has a massive engaged user base with plenty of potential for virality. That’s why more than half of brands prefer to use TikTok for influencer marketing.  

The platform’s algorithm promotes organic reach. This allows influencers to connect with a broad audience easily. Its short-form video format encourages creative, authentic content that resonates with viewers. This makes influencer endorsements more impactful. 

Additionally, TikTok offers brands a dynamic, influential space to collaborate with creators and engage with potential customers in a compelling, relatable manner.

Be sure to align with influencers who resonate with your target audience and embody your brand’s values. Look beyond follower count. Consider their engagement rates, content style, and audience demographics.

When working with influencers, encourage them to create content that feels genuine. Authentic content makes a promotion feel more natural and less like a traditional advertisement.

Here is an example of a product review from a TikTok influencer: 

Pro Tip: TikTok is a great place to engage in challenges and trends. Collaborate with influencers to create or participate in these trends. Use them to make your campaign more engaging and increase the likelihood of virality.

For more general tips on influencer marketing, see our article: 9 Top Influencer Marketing Trends Shaping the Industry in 2024

3. User-Generated Content is an Excellent Way to Engage Your Audience

User-generated content (UGC) is one of the top TikTok marketing trends because it encourages users to engage with your brand.

Want to include UGC as one of your TikTok marketing trends? 

TikTok’s intuitive design encourages users to create and share short, creative videos. 

Motivate your audience to create content related to your brand. This can be done by running contests, challenges, or offering incentives. Make sure the process is fun and rewarding. This can increase participation and the amount of content generated.

Regularly share UGC on your brand’s TikTok page. Acknowledge and reward users who create outstanding content. That will encourage users to continue to participate and create even more brand-related content.

Here is an example of what UGC looks like on TikTok: 

Pro Tip: When sharing UGC, choose content that feels genuine and relatable. Authentic UGC can enhance trust and relatability towards your brand. It should also reflect the real-life experiences of your customers.

4. Behind-the-Scenes Videos Demonstrate Your Authenticity

Why are behind-the-scenes videos one of the leading TikTok marketing trends? 

For starters, they provide a genuine look at your brand or product. This helps build trust and relatability with your audience.

Additionally, these videos often reveal interesting aspects of a process or team. This often encourages viewer interaction and interest.

Plus, behind-the-scenes videos are a great way to be transparent about your brand. They show the inner workings of your brand or product, which helps build credibility. 

When making behind-the-scenes videos, focus on the real, unscripted aspects of your business. Share moments from daily operations, employee interactions, or the creation process of your products. 

Try using TikTok’s Q&A, polls, or comments to interact with your audience. Encourage viewers to ask questions about your behind-the-scenes processes. Then, answer them in your videos.

Below, you’ll find an example of a behind-the-scenes video on TikTok:

Pro Tip: Use behind-the-scenes content to demonstrate your company’s culture and values. Show how your team works together, celebrates milestones, or contributes to social causes. This humanizes your brand and creates a deeper connection with your audience.

Video marketing isn’t just for TikTok. For more video marketing ideas, read our article: Top 10 Video Marketing Trends for 2024 [+ Tips]

5. Hashtags Still Remain a Top TikTok Marketing Tool

Have you wondered why hashtags still remain one of the most important TikTok marketing trends? They help categorize your video content. This makes it easier for users to discover videos related to specific topics or interests. 

Research shows that some of the most popular hashtags on TikTok are #fyp, #foryou, and #foryourpage. But they aren’t the only hashtags you should consider using.

Using various popular or trending hashtags can help you participate in current conversations. This makes your content more relevant and likely to be seen by a larger audience.

Plus, you can use hashtags to tap into existing communities. This fosters engagement around shared interests or themes.

When using hashtags on TikTok, balance them out. Use both trending and niche-specific hashtags to increase visibility and reach an audience that’s interested in your industry. 

Also, consider developing unique branded hashtags for your marketing campaigns. Use them to promote brand recognition and to help track campaign performance.

Here is an example of how to use hashtags on TikTok:

Pro Tip: Regularly monitor and analyze the performance of the hashtags you use. Pay attention to which hashtags are driving the most engagement and adjust your strategy accordingly.

Want to expand your reach on other social media platforms? Not sure what’s hot these days? Check out our article: 9 Top Social Media Marketing Trends Taking the World by Storm

6. You Can Demonstrate Your Expertise with Educational Videos

TikTok might not be the first thing that comes to mind when you think about educational videos. However, educational videos are one of the top TikTok marketing trends for a reason. 

Educational content provides value to viewers, making it more engaging and shareable. You can use it to provide useful information or tips and attract a more engaged audience. 

Plus, sharing your knowledge and expertise can establish your brand as an authority. This builds trust with your audience and wins them over as advocates.

Educational content often has a broader appeal and can reach a wider audience. You can use it to address common questions or interests. This allows you to connect with TikTok users who go beyond your existing customer base. 

Your educational videos should offer real value to your audience. Focus on informative content that addresses common questions, offers tips, or shares industry insights.

TikTok is known for its short-form content. Keep your educational videos concise and to the point. Use engaging visuals, catchy music, and clear, energetic narration to retain viewer attention.

The video below is an example of what educational content looks like on TikTok: 

Pro Tip: Always end your videos with a clear CTA. This can include encouraging viewers to follow your page, visit your website, or check out a new product. A direct CTA can significantly increase engagement and conversion rates.

If you’re already creating educational content on your website, you might want to check out our top trends for content marketing: 7 Top Content Marketing Trends 2024 [+ Tips and Tricks]

7. Stitches and Duets Can Help Expand Your Reach on TikTok

Among its various tools, TikTok’s Stitch and Duets features notably enhance user engagement. That’s why using them is among the top TikTok marketing trends. 

Introduced in 2020, Stitch allows creators to innovatively reinterpret and add to others’ content while ensuring original creators receive proper credit. 

Duets, on the other hand, enable users to display a portion of someone else’s video alongside their own in a split-screen format. Duets support both vertical and horizontal layouts. 

Originally intended for collaborative singing, users have expanded Duets to include reactions and educational material. This tool allows creators to engage with, reinterpret, and build upon each other’s work. It enhances both reach and diversity of content.

When you Stitch or Duet a video, ensure your contribution is meaningful. This could be through humor, insightful commentary, or a unique take on the original content. Your response should enhance the original video, not just repeat it.

Choose videos that resonate with your brand or personal style for Stitch and Duets. Look for content that is trending, aligns with your interests, or has the potential to spark a creative response.

This video explains how to Stitch and Duet on TikTok: 

Pro Tip: Use Stitch and Duets as tools for community engagement. Respond to popular creators or followers’ videos, and acknowledge the original creator in your post.

8. Local Content is a Great Way to Connect with Local TikTok Users

Local content helps you build a sense of community among your target audience on TikTok. 

When people see their local environment and culture being represented, it fosters a sense of belonging and loyalty. That’s why creating local content is one of the top TikTok marketing trends for 2024.

Using local content allows you to target your marketing efforts more precisely. You can focus on a specific geographic area to tailor your messaging. This can lead to more effective and efficient marketing campaigns.

Additionally, showing an understanding and appreciation of local nuances can help you create a more genuine connection with your audience.

How do you use it?

Feature local landmarks, cultural events, or popular trends specific to the area. Showcasing local sights and sounds can make your content more relatable and appealing to a regional audience.

Partner with local TikTok influencers who have a strong connection with the community. They can provide valuable insights into local trends and preferences.

Here is an example of local content on TikTok from the Salvation Army:

Pro Tip: Customize your content to reflect local interests, needs, or issues. This could involve addressing local events or holidays, or featuring locally popular products. 

Local targeting is also a great SEO trend. Want to see more trends for SEO marketing? Check out our guide: 9 Essential Search Engine Marketing Trends for 2024 [+ Tips and Examples]

9. Boost Your Visibility with TikTok Advertising

TikTok isn’t just about videos. It’s also an excellent platform for reaching audiences via targeted advertising. 

TikTok offers robust targeting options. It enables you to reach specific demographics, interests, and behaviors. This enhances the effectiveness of your advertising campaigns.

When adopting advertising as one of your TikTok marketing trends, be sure to understand your target audience’s preferences and behavior. Tailor your ads to resonate with your intended audience.

Use TikTok’s unique features such as filters, effects, and music to create ads that blend seamlessly into the user experience. Ads that look and feel like native content tend to perform better. They are more engaging and less disruptive.

Here is where you can find TikTok’s ad program:

Pro Tip: Continuously monitor your ad performance. Use TikTok’s analytics to understand what’s working and what’s not. This data allows you to optimize your future campaigns. Plus, it helps improve your ad performance and return on investment.

Key Takeaways on the Latest TikTok Marketing Trends

Recognizing that TikTok is not just a platform for entertainment but also a potent marketing tool is a great way to get ahead of your competitors. That’s because TikTok’s capacity to amplify your brand’s presence is significant. 

Yet, to really succeed on the platform, it’s crucial to keep up with rapidly changing TikTok marketing trends. At the end of the day, relevance, authenticity, and creativity are key. Your content should resonate with your audience and feel genuine rather than just a means for promotion. 

If you’re able to strike a balance between user interest and promotion, you’ll achieve your marketing objectives without alienating your audience. 

Need help adding TikTok to your marketing and PR mix? Let us help! Simply book a free consultation and we’lll look at your current strategy to see where it could use an upgrade.