The power of TikTok trends in 2024: How brands can leverage Viral Sounds and Hashtags

The impact of viral sounds

Music has always been a cornerstone of advertising, but on TikTok, its influence is supercharged by the platform’s unique blend of sound and visual storytelling. One of TikTok’s standout features is its ability to turn ordinary songs, sounds or even phrases into viral sensations that dominate the platform. These sounds aren’t just background noise—they’re central to the platform’s content ecosystem, turning everyday videos into shareable, engaging experiences. 

Consumers are gravitating toward brands that offer them a sense of joy and control in an overwhelming market. Viral sounds are a key part of this strategy, providing a mood-boosting backdrop that makes shopping feel like a more enjoyable, less stressful experience. Right now, trending TikTok songs like “did i tell u that i miss u” and “Katana” are captivating the platform community.

For brands, tapping into these trending sounds is a powerful way to amplify visibility and engagement. Integrating a current popular sound into your content can help your brand join the ongoing conversation and connect with users in a way that feels timely and relevant.

Riding the wave of #hashtags

TikTok trending hashtags are the driving force behind the discovery engine, powering community-building and sparking conversations all across the platform. Right now, hashtags like #itendswithus and #bamarush are generating massive engagement, creating micro-communities where users share their interests and shopping preferences. TikTok trends in 2024 are shaping the social dialogue, influencing what people talk about and how they interact with brands.

Micro-communities often become sanctuaries of self-care, where users seek advice, share experiences, and make purchasing decisions together.

For instance, the #BuyItForLife community on TikTok focuses on sustainability and the value of investing in high-quality, long-lasting products. This trend is particularly relevant during the holiday season when consumers are more mindful of their spending. 

By tapping into these communities and aligning your campaigns with these trending hashtags, your brand can enhance its visibility and relevance. Participating in these conversations allows you to connect with a larger audience and position your brand as part of the current cultural zeitgeist, offering products that resonate with the community’s values.

Decoding today’s consumer behavior

The relationship between brands and consumers is undergoing a significant transformation, with TikTok at the forefront of fostering a more collaborative and transparent dynamic. As consumers take more control over their lives, brands need to step up and support the overstimulated shopper. 2024 TikTok trends provide a clear snapshot of today’s consumer behavior, highlighting a shift from reactionary spending to a focus on finding joy and long-term value in purchases. This evolving consumer mindset, referred to as ‘bending reality,’ is shaped by three key elements:

• Bending emotions: Today’s consumers are drawn to brands that resonate on an emotional level, offering not just products but also a sense of joy and control. Brands that connect with these emotional trends are more likely to engage users and build lasting relationships.
• Bending communities: The rise of community-driven content emphasizes the importance of belonging and shared experiences. Brands that engage authentically with these communities can strengthen relationships and foster greater loyalty.
• Bending relationships: The dynamic between brands and consumers is increasingly characterized by collaboration and transparency. Brands that involve their audience in content creation and leverage technologies like AI are better positioned to meet the evolving expectations of today’s consumers.

Tips for capitalizing on TikTok trends in 2024