What contribution does social media make to society and what trends shaped marketing, discourse and culture this year? Get an overview from GRWM to Underconsumption.
The year 2024 has shown us: TikTok is a platform that defines social and cultural movements and makes deeper needs visible. The most successful TikTok trends of the year were more than entertainment – they reflected fundamental social desires and showed how brands should not just rely on the surface of the viral hype, but should look beneath the surface in order to understand the underlying needs and use them for their own benefit .
Between hype and attitude: The new relevance of social media
In 2024, “trend inflation” on TikTok has often peaked. The constant flow of new content has taught us that not every innovation has a long-term effect on brand perception. Trends come and go faster than ever before. But amidst this ephemerality, there were phenomena that were more than hype – real movements that reflect Gen Z’s cultural attitudes and values. They show: Social media is no longer just a stage, but a mirror of social expectations and values. Brands that are aware of this metadynamic understand that they are not just creating “content” but are making cultural contributions that influence how we think about issues such as consumption, identity and community.
From “Deinfluencing” to Purpose Driven Brands
One of the most defining trends of 2024 was “deinfluencing”. Where influencers used to endlessly increase consumption, there was now a moment of reflection: consumers have started to question products and how they buy them. Do I need this product and will it bring me real value or do I just want it because it’s going viral on TikTok? The desire for authenticity and “real” quality becomes visible and raises awareness of a “post-consumer era”.
Learnings for 2025: Brands need to ask themselves: What real value are we bringing to people’s lives? Having a purpose goes far beyond just marketing and should represent a strategic foundation in every respect. Gen Z is a skeptical generation, and only brands that take a stand and clearly commit to a purpose will be able to prevail among them.
“Get Ready With Me” – from community management to real closeness
A format that will be very present in 2024 and will continue to be is “Get Ready With Me”, in which people share everyday routines and tell a wide variety of stories in videos that are like a Facetime call. This companionship content shows how important user proximity and authenticity have become and how an active community is created.
Learnings for 2025: The trend toward authenticity and closeness will continue to grow, but 2025 will demand a new level of “brand intimacy.” Brands not only have to digitally immerse themselves in people’s everyday lives, but also ask themselves how they create closeness and trust in an increasingly “post-digital” age. It’s no longer just about projecting an image, but about making the brand tangible as a “person” and creating online and offline encounters that give the target group the feeling of being a valuable part of the brand world.
TikTok-Trends 2024:
From delulu to lo-fi
Sustainable consumption and the longing for “underconsumption”
In 2024, TikTok became the center of a global movement that is reminiscent of the deinfluencing trend: “underconsumption” – the return to the appreciation of what already exists and the move away from the pressure to constantly do something new. Creators on TikTok increased their focus on repair, reuse and sustainable consumption, showing that Gen Z is adopting a forward-looking attitude that calls for a radical departure from the spiral of consumerism. TikTok is more than just the conveyor of this message – it is a cultural epicenter that exemplifies the “new normal” for consumption and sustainability.
Learnings for 2025: Brands should view sustainability not just as a buzzword, but as a fundamental attitude. The consumption of the future will no longer be excessive, but needs-oriented. For brands, this means: 2025 will be the year in which they need to build relevance and a sustainable brand identity more than ever. The challenge is to find products and to develop conceptsthat represent consistency, quality and true sustainability – and to communicate this in a way that is not didactic but inspiring.
From social audiences to loyal brand communities: The power of participation
TikTok in 2024 shows us that communities demand real interaction, closeness and participation. The most successful brands were those that understood that they had to position themselves not only as a broadcaster, but also as a listener. Gen Z demands more than simple one-way communication – they want to be involved, heard and respected. Brands that actively involved the community in their stories were able to build loyalty that goes far beyond the platform.
Learnings for 2025: In the coming year, it will be crucial to prioritize the “always-in” strategy. The brand must be a permanent “member” of the community and promote real exchange. Bottom-up storytelling will become a central component: in 2025, brands will no longer be able to afford to just send their messages; they must become part of the conversations, topics and even criticism that live in the communities. The future lies in creating shared experiences that not only strengthen the relationship with the brand, but also offer added value to the community itself.
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Conclusion: From short-lived to permanence – brands as culture designers
2024 proved that TikTok trends are not just short-lived moments of entertainment, but indications of a deeper need for belonging, authenticity, and meaning. Social media has long since become a new stage for social negotiation processes, and brands are – whether they want it or not – a part of it.
For 2025 this means: Brands need to be more than “relevant”. They must be able to enrich the culture of their community and establish themselves as significant players in a changing society. Social media has finally blurred the boundaries between brands and culture – and if you want to stay relevant in the long term, you should be brave and actively contribute to shaping culture!
Social-Media-Trends 2024:
Tyla Dance and Cracking Latte
Marieke Zidorn, Senior Associate Consultant at Joli Consulting, specializes in culture marketing and targeting generations Z and Alpha. In workshops, she supports companies in establishing real connections with young target groups and optimizing their communication strategies on social media.
Source: onlinemarketing.de
