The "2024 TikTok Shopping Trends Forecast Report" was released by TikTok, mainly exploring shopping trends within the TikTok community that are reshaping consumer habits, including trend signals, case studies, and brand response strategies.
1. Trend Methodology: TikTok trends originate from the community, reflecting and shaping culture. The "cultural velocity" approach is used to distinguish between short-term and long-term trends, helping creative activities of all scales.
2. Shopping Trends:
- Reality Trends: Faced with economic uncertainty, inflation, and the rapid development of online commerce, consumers have upgraded their consumption habits, focusing more on cautious, effective, and strategic spending. They create their own opportunities and change reality through active budget planning, "fun-flation," and building "lifetime purchase" communities.
- Emotional Trends: Consumers seek brands that bring pleasure and a sense of control in a crowded sales market. Brands meet these needs by building friendship-like bonds, offering mood-boosting shopping experiences, and integrating nostalgic elements.
- Community Trends: Communities have become a new form of self-care. Brands satisfy consumers' desire for belonging through trends such as "lifetime purchase," "community integration," and "cross-border shopping."
- Relationship Trends: Marketers are changing the one-way brand/consumer relationship by strengthening collaboration and transparency. Brands invite consumers to participate in product development, use AI to solve decision fatigue in the shopping process, and consumers are more willing to openly discuss financial issues on TikTok.
3. Trend Signals:
- Emotional Trends:
- Brand Loyalty: Brands build deep customer loyalty through continuous actions and content that reflect brand values.
- Spark Moments: Mood-boosting shopping and community sharing on TikTok can alleviate loneliness and bring positive emotions.
- New Nostalgia: Combining nostalgic and new elements attracts consumers of different ages and expands brand audiences.
- Community Trends:
- Lifetime Purchase: Consumers pay more attention to quality and durability when shopping, relying on TikTok to make more premium purchase decisions.
- Community Integration: Consumers' interests continue to expand, and brands meet their needs through collaborations across verticals, global and local businesses, and partnerships between luxury and mass retail.
- Cross-Border Shopping: Consumers are interested in trends from other regions, and TikTok has become a platform for sharing travel recommendations and specialty products.
- Relationship Trends:
- Comments to Concepts: Brands listen to user feedback, turn it into new products and consumer engagement points, and strengthen connections with users.
- AI Eases the Everyday: Brands and consumers actively try using AI to solve decision fatigue in the shopping process.
- Seeking Financial Advice: Consumers are more willing to openly discuss financial issues on TikTok, and brands can build trust by providing relevant advice and guidance.
4. Case Studies: The report provides multiple brand cases, such as Kinder World driving app installs through organic and paid acquisition strategies, Hyundai collaborating with creators to showcase the IONIQ 6, and Second Cup using Spark Ads and user comments to boost brand influence.
5. Key Findings: Summarizes the main content of shopping trends, including consumer expectations for brands, the role of communities, and changes in brand-consumer relationships.
This report provides brands with a reference for understanding consumer shopping trends and formulating marketing strategies, helping brands better interact with consumers and meet their needs on the TikTok platform.
