2023 marked a cultural shift from mass relatability to niche maximalism where creators are defining original formulas for content and culture, fueled by the evolution of TikTok. Using the signals of last year to look ahead, we’re excited to share with you our forecast for 2024 and beyond.
In this report, we examine the influential trends that will shape marketing this year, including how:
- TikTok has become the new TV, creators have become high-quality producers and brands have a wide-open opportunity to make their own original series.
- Creators today care more about breaking molds than being relatable and brands will have to up the ante if they want to co-create with them
- The future of brand collabs will be need to be brave and let creators take the lead