TikTok
In 2024, we were very demure, reveled in brat summer, and adored a cheeky pygmy hippo, all while supporting businesses of all sizes that - including those making pop-up appearances at TikTok Canada's surprise storefront in Toronto! Throughout the year, millions of Canadians continue to be part of a billion-strong global community to discover new ideas, share passions, and inspire change. From record-breaking artists to reimagined recipes, best-sellers, and bustling businesses of all sizes, we found joy in learning, laughing, and connecting with one another. Let's revisit the year's most memorable trends, creators, and all the moments that became movements. Because on TikTok, a little bit of creativity can spark a lot of impact.
"Throughout 2024, TikTok continued to redefine how we discover, create, and connect through the shared language of video. From small businesses launching global brands to creators and artists at the forefront of cultural movements, TikTok is a catalyst for economic growth, cultural trends, and social impact. We celebrate our global community who have inspired and entertained us this year, as we remain committed to nurturing a positive and inclusive environment where everyone can bring joy, have a unique voice, and a chance to shine," said James Stafford, Global Head of Content, TikTok.
Thriving on TikTok
On TikTok, brands and businesses thrive by embracing authenticity and connecting with their global community. This year, we’ve seen entrepreneurs reimagine building their businesses using TikTok, seamlessly blending content and product discovery into a truly unique discovery shopping experience. We know that 82% of consumers say they've discovered an SMB (small and medium-sized business) on TikTok before seeing them elsewhere¹ and in 2024, driven to celebrate these small businesses, the Canada-based TikTok team created our first-ever opportunity for small businesses to go from in-app to IRL, with the TikTok SmallBiz Pop-Up, presented by TD.
Across various industries, TikTok continues to empower entrepreneurs to achieve remarkable success. Jean-Luc Cosmetics offers vegan, cruelty-free cosmetics. Driven to create a beauty brand that included everyone and did better for queer representation, Jean-Luc has built a community of over 118,000 on TikTok through sharing behind the scenes of their entrepreneurship journey, new products, and regularly going LIVE to highlight new products available to snag - and makeup lovers have showed up to those LIVE videos.
Over at our TikTok SmallBiz Pop-Up, which is open until December 31, visitors to Union Station in Toronto are meeting brands and founders like Celine Glow, who, since creating skincare company Sunday Glow in 2020, has scaled it into a seven-figure business; Dandylion, where Carolyn Chen has disrupted the industry with their cleaner dog grooming products and grown from packing orders in her parents' basement to a dedicated office space; Our Haru, where founder Chaewon Kim has gained widespread recognition showcasing her curated dog wares and goodies and building an engaging community around her passion for pets and design; Oven Theory, where Timonthy Cho's not-too-sweet cupcakes have sold out and built a following for their bold and delicious cupcake flavours; to Street Brew Coffee, where through her regular LIVEs and content, Caitlin Campbell shares her social enterprise specialty coffee company that aims to connect with coffee lovers and help those experiencing homelessness in our city.
Beyond e-commerce, TikTok is a home to millions of brick-and-mortar small businesses who can expand their communities on TikTok. In Vancouver, the team behind CowDog Coffee has been sharing delicious coffee and matcha content, and taking us on their journey from being a periodic pop-up shop with lines down the block, to opening their first dedicated shop.
#BookTok breakthroughs
#BookTok, our thriving community of book lovers, continues to reshape the literary landscape, turning obscure titles into bestsellers and inspiring millions to rediscover the joy of reading. With over 1.2 million posts created in the first 10 months of 2024, TikTok continues to be a powerful platform for authors, readers, and book enthusiasts to connect, share their passion, and discover new favorites.
From emerging authors like Laura Swan whose second novel soared to the top of the French bestseller list, to popular #BookTok super-readers like Morgann Book, who has continuously shared her love of books on the platform through her personal reading hauls and curation of reads for The Bookish Club, TikTok has played a crucial role in shaping literary trends and driving book sales.
TikTok's impact extends beyond book recommendations and reviews. In Grimsby, ON, the TikTok community watched and cheered on two friends who came together to open Grimsby Books, a bookstore that's rapidly grown to be a community hub.
From moments to movements
In 2024, TikTok community cemented its role as the cultural epicentre of the internet. The platform continues to inspire creativity and community, giving rise to trending moments that transcended borders and generations. From catchphrases to remixes and iconic dances, these are the moments that made their mark as movements that shaped pop culture this year—shaping language, entertainment, and global conversations.
From the catchy phrase "very demure, very mindful" popularized by Jools Lebron to Kelley Heyer's iconic Apple dance inspired by Charli xcx's "Brat Summer", TikTok has fueled countless trends that are now in our cultural lexicon. Jools Lebron's #demure trend not only coined a new phrase but also empowered self-expression and influenced various trends, having been named 2024's Word of the Year by Dictionary.com. Meanwhile, Brat, Collins Dictionary's Word of the Year 2024, is a cultural moniker newly defined as 'characterized by a confident, independent, and hedonistic attitude'. The "Man in Finance" meme by Megan Boni sparked important conversations about dating expectations, gender roles, and the allure of the finance world, propelling her to internet fame and launching her music career. And Canadian creators continued to immortalize special moments of celebration and joy with the global community this year, like Nitsan Raiter's special announcement.
Beyond trends created by humans, TikTok has also brought attention to cute creatures from the animal kingdom. Moo Deng, the adorable pygmy hippo from Thailand, and Pesto, an oversized King Penguin from Australia, along with the other Knights of the Rotund Table, have captured the hearts of the internet the world over. This year, their popularity transcended borders, not only connecting people with a shared love of animals but also sparking conversations around their welfare and preservation.
TikTok also had a profound impact on the culinary landscape, elevating dishes to global sensations. From the humble baked potato, reimagined by The Spud Brothers in the UK, to the decadent Dubai chocolate bar by Fix Dessert Chocolatier that have earned rave reviews from foodies around the world, TikTok has transformed the way we enjoy and share food. Logan Moffitt's cucumber salad, first created in Ottawa, ON, is a testament of the platform's unparalleled ability to turn simple recipes into cultural sensations, inspiring countless new variations, driving demand for specific products, and causing a cucumber shortage in some grocery stores.
Music on TikTok: The soundtrack of 2024
TikTok continued to dominate the music landscape in 2024, revolutionizing how new artists emerge, how songs are promoted, and how fans connect with their favorite stars. TikTok has become the ultimate destination for music discovery, where our community of over a billion music fans discover, share and express themselves through music, creating cultural moments and propelling both new and established artists to success, both on and off the platform
“In 2024 TikTok truly became the music industry’s primary launchpad for music, artists and creativity. Every year, our global community discovers a new generation of emerging artists, creates new viral hit songs, and rediscovers classic tracks, propelling them into the charts worldwide. TikTok continues to be a space for discovery, self-expression and fandom, empowering artists to build a global fanbase, engage with the community, and to build their careers." — Ole Obermann, Global Head of Music Business Development, TikTok
*Top song are ranked by the number of creations using their music
The Top 10 Songs on TikTok globally accounted for over 200 million video creations on our platform, and represent more than 8 billion streams on Spotify. Notably, these tracks come from artists representing seven different countries, showcasing the platform’s global reach and cultural diversity. TikTok's global Top Song of 2024 was the smash reggaeton hit 'Gata Only' by FloyyMenor and Cris Mj - also TikTok's global Song of the Summer - which saw over 50m creations on TikTok and generated 1.3 billion Spotify streams, making the track the undisputed breakthrough hit of the year. In addition, this year, 13 of the 16 Billboard Hot 100 No. 1 Songs of 2024 had major trends on TikTok, proving TikTok's impact on track success both on and off the platform.
Latin music surged to new heights on TikTok this year, with three Latin tracks - Gata Only, La Diabla, and Alibi - dominating the Global Top 10 Songs list. These tracks amplified the genre's global appeal, and spotlighted TikTok's role in bridging cultures and introducing listeners to diverse sounds.
In Canada, the Top 10 Songs inspired millions of TikTok creations globally, with breakout hits like Tommy Richman’s MILLION DOLLAR BABY (VHS) leading the way. Rap and hip-hop flourished on the platform, with songs such as Lay Bankz’s Tell Ur Girlfriend and Flo Milli’s Never Lose Me going on to further success on the Billboard and Spotify charts.
*Top artists are ranked by views on their TikTok account
TikTok's Global Top 10 Artists showcased talent from around the world, underscoring the platform's impact on global music discovery. For the second consecutive year, a Mexican artist claimed the top spot, with reggaeton sensation Yeri Mua leading the charge thanks to the viral success of her track Linea del Perreo. K-Pop artists dominated the Global Top 10 Artists list, claiming seven of the top ten spots, with groups like ENHYPEN and aespa captivating fans with creative campaigns and viral choreography. ENHYPEN’s track XO (Only If You Say Yes) inspired over 354,000 TikTok creations, further showcasing the genre’s cross-border appeal.
In Canada, burgeoning pop darling Tate McRae topped the 2024 list, following up on the success of her 2023 hits greedy and exes with her latest singles It's ok, I'm ok and 2 hands, driving hundreds of thousands of creates. TikTok heavy hitters Dax & Tiagz also made the list after reaching new heights on the platform, while bbno$'s it boy garnered almost 1 million video creations this year. Notably, Canadian icon Nelly Furtado joined the ranks of Canada's top artists after the continued success of her catalogue and new releases on platform.
Innovation and Empowerment: TikTok's Broader Impact on Music Promotion
TikTok has been instrumental in empowering female voices in music. Artists like Sabrina Carpenter and Tinashe used the platform to reach new audiences to hear their music, while rising stars like Dasha and GloRilla had breakthrough moments in their careers. TikTok also saw often-underrepresented genres such Latin and K-Pop dominate listening and success worldwide, thanks to TikTok's ability to transcend borders with global genres.
In addition to driving cultural conversations, TikTok partnered with top-tier artists including Billie Eilish, Taylor Swift, Jimin and Sabrina Carpenter to create immersive in-app experiences, bringing fans closer to their favorite artists. Features like Add to Music App and tailored campaigns solidified TikTok as a leader in innovative music promotion, turning viral moments into chart-topping success stories.
TikTok is also a home for the songwriters and producers behind many of this year's top songs to share their stories. Creators like Amy Allen, who collaborated with Sabrina Carpenter and Olivia Rodrigo, and FINNEAS, who co-wrote Billie Eilish's BIRDS OF A FEATHER, provide fans with #behindthesong insights into their collaborations and creative processes.
Season of sports
In 2024 TikTok reimagined the way we experience sports - redefining how fans connect and engage with their favorite athletes, teams and leagues while also providing a forum for underrepresented voices. Broadcasters harnessed TikTok's power to reach wider audiences with innovative content that resonated globally. There was a 350% increase in #SportsOnTikTok posts compared to last year, a testament to TikTok's undeniable impact on the broader sports industry.
From #ChocolateMuffinTok reviews to epic wins and moments of national pride, fans from around the world came together to witness the greatest sports shows on earth—the Olympics and Paralympics. The IOC, IPC, and official media rights-holders content on TikTok captured the passion, authenticity, and real people behind all the athletic glory. Olympians and Paralympians have shown that they can be equally engaging both as content creators and athletes, as they share a more human side to the Games.
From July 26 to August 11, 2024, Olympics-related hashtags had 1.9M posts and nearly 50B views, while the official Olympics accounts on TikTok amassed nearly 2B views. This year, over 1.5M people tuned in to @Paralympics LIVE content, helping raise $500,000 for Paralympic sport development programs to support future athletes.
Women's sports saw explosive growth on TikTok in 2024—mirroring fan demand, celebrating athletic achievements, and rallying a supportive community advocating for increased visibility and representation. Posts using #WomenInSports increased more than 2400% this year, highlighting a passionate audience eager to support female athletes.
#FilmTok and emerging entertainment voices
Creativity knows no bounds on TikTok. The #FilmTok and entertainment communities give artists a place to showcase their talent, get discovered, and boost the industry overall, leading to more viewers in theaters and new shows on television. New research showing that TikTok users in the US are 44% more likely than non-users to go to the movies² at least once per month underscored TikTok's impact on the entertainment industry - proving that TikTok can help drive viewers to the big screen like never before.
In addition to artists, new film reviewers and critical voices have emerged on TikTok, providing creators incredible real-world opportunities at major industry events. At the 2024 Toronto International Film Festival (TIFF), our team brought out local creators like Kairyn Potts to co-hosting the post-screening Q&A at the world premiere of Rez Ball, alongside a TIFF Programmer, and Yuvi Randhawa participated in a panel discussion about the power of working with creators to harness the power of fandom to get the word out about new movies! Reesa Teesa also emerged as a captivating storyteller by opening up about her personal life and connecting with millions of fans through a 50-part TikTok series spanning more than eight hours. What started on TikTok has since been picked up by a production studio, changing Reesa's life forever.
Who would've thought that a Bollywood film from the early 2000s would inspire one of 2024's biggest makeup trends? Inspired by a Hindi film of the same name, the Asoka trend, with nearly 300,000 posts to date, has creators from all over the world and various cultural backgrounds styling themselves in Indian bridal hair, makeup, and outfits to the beat of San Sanana, one of the movie’s hit songs.
Empowering educational creators, communities, and institutions
2024 marked a transformative year for educational communities tapping into TikTok. Museums reached millions, science communicators found a platform to share complex topics, and teachers creatively connected with students across the globe—boosting both their impact and their income.
Educators reached new heights on TikTok, with teachers like Joanna Johnson inspiring us as she kept her school's legacy of education alive and Miss Hassan sheds light on the new generation of teachers with her style, levity and heartfelt content, sharing lessons directly with their audience. Communities such as #TeachersOfTikTok, which has inspired over 5.5M posts to date, foster collaboration and open up opportunities for continuous learning.
The STEM (science, technology, engineering, mathematics) community on TikTok also inspired and encouraged the exploration of math and science through engaging content from role models like math queen Online Kyne, while STEM learning icons like AsapSCIENCE continued to draw us in with their scientific education of life's everyday curiousities. This year, our local team brought the global expansion of TikTok's STEM Feed to Canada, making it easier than ever to learn firsthand from experts in the field, with #science posts increasing nearly 45% compared to last year.
Established cultural institutions embraced TikTok to reach new audiences, like Sudbury, ON's Science North, to empowering Gen Z to write their marketing scripts, as popularized by the UK's Royal Armouries Museum to collaborating with creators to hone content, and even bringing us onto The Met Museum's Met Gala red carpet through Vogue's TikTok LIVE, sparking conversations about historical artifacts, and showcasing the power of creative and innovative marketing.
Celebrate Year on TikTok 2024
As we wrap up yet another memorable Year on TikTok, get ready to celebrate with us in Canada by exploring the TikTok app! Discover the Top Songs of 2024 on TikTok's Music Charts feature. You can also learn more about this year's most impactful and memorable trends, creators, and moments via our in-app hub or by searching #YearOnTikTok.
Methodology
Year on TikTok 2024 is based on research comprising in-app and third-party insights focused on TikTok's social, economic, and cultural impact, conducted from January to November 2024.
Sources
- Source: TikTok Marketing Science EUI SMB Consumer Research 2022, conducted by InSites Consulting.
- GWI, USA, Q2 2023 - Q1 2024, TikTok Users 18+, TikTok's use of this data does not equate to an endorsement
