2024 has proven to be another monumental year for TikTok, as users from across the globe, particularly those from Thailand, have continued to create and share content at unprecedented levels. The platform recently released its highly anticipated "Year on TikTok 2024," delivering insights and summaries of the trends and content dominating the app throughout the year.
Foremost among the year’s highlights is the acceleration of short video consumption, with TikTok remaining at the forefront of this phenomenon. The app has catalyzed viral trends ranging from dance challenges and creative pet videos to engaging beauty standards and themed music. For TikTok users, these trends have become central to their social media experience, intertwining directly with their daily lives and interactions.
One of the standout trends of 2024 was the beloved character of 'Little Hippo' known as 'หมูเด้ง,' which captured the hearts of thousands, solidifying its status as one of the most viral sensations originating from Thailand. This adorable figure became the subject of numerous posts, gaining massive traction and influencing similar character trends across various social media platforms. The hashtag #LittleHippo alone accumulated thousands of interactions, showcasing TikTok’s powerful role in driving cultural moments.
Another prominent trend this past year was the "นปโปะหม่ำๆ" (Napopo Munch), presented through the lens of 'Corgi Dogs' singing for encouragement, which garnered over 146,000 posts showcasing the endearing nature of pets, and highlighted the engagement users can experience through simple yet relatable content.
On the beauty and fashion front, the 'Ayothaya Makeup Trend' emerged from the original 'Osaka Makeup' inspiration, rallying around local cultures and bringing Thailand's rich history to the forefront of TikTok creativity. This trend amassed over 3,500 posts, demonstrating the platform’s ability to highlight and celebrate cultural heritage, attracting viewers from across borders.
The literary community saw significant growth with the #BookTok movement, which experienced over 1.2 million posts within just the first ten months. With the hashtag #อ่านตามtiktok creating over 128,000 new interactions, users showcased their love for reading, leading to record increases of up to 1.6 times for book purchases among Thai TikTok users. BookTok is becoming the go-to destination for literature lovers, driving engagement and interest within the reading community.
Music has also played an integral role on TikTok, with tracks such as "เมร่อน" by @juepak_ becoming viral hits, resulting in over 714,000 posts throughout the summer and Songkran festivals. New artists like @parkmalody capitalized on the platform's reach, generating impressions and posts totaling 904,000 for their heartfelt song "วาสนาผู้ใด." The combination of catchy beats and relatable lyrics allowed songs to trend quickly and influenced popular dance challenges.
Looking beyond individual posts, the partnership established between TikTok and the Tourism Authority of Thailand has illuminated the platform's capability to bolster tourism. Trends such as #TikTokTravel and #TikTokThaiFood inspired users to explore local gems and brought attention to lesser-known travel destinations. The primary focus on Thailand's rich culture and landscapes allowed the campaign to generate over 80 million baht (approximately 2.4 million USD) within the first month alone, underscoring TikTok's commercial viability.
During the annual 'Songkran Festival', TikTok held the highest engagement levels among users, contributing to 96% of all interactions recorded through social media channels during this festive season. With the continued rise of TikTok as the preferred social platform, engagement statistics showcased its dominance and integral role within the social media ecosystem.
"Year on TikTok 2024" synthesizes enormous amounts of internal and external data to analyze both social impacts and lasting engagement driven by trends. Marking the platform's influence from January to November 2024, the report outlines how TikTok has become woven thoroughly within contemporary cultural narratives.
With multiple community-driven initiatives, breathtaking creativity, and substantial impacts on tourism and reading habits, TikTok appears poised to cultivate even more innovative trends moving forward. From engaging audiences with compelling content to sparking community connections, its evolution reflects the changing media landscapes of the digital age. TikTok’s influence is undeniably pivotal, charting growth and progress for both users and businesses alike.