In 2024, we were very demure, enjoyed the brat summer, adored a cheeky little hippo, all while supporting small businesses. Throughout the year, 2.2 million Irish people were part of a billion-strong global community, discovering new ideas, sharing their passions, and inspiring 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.

Best of Irish

At the inaugural TikTok Awards Ireland & UK held in London last night, two Irish creators took away awards, as John Nellis (@johnnellis_) won Sport Creator of the Year and Iain Ward (@thekingofchemo) won the Voice for Change award.

Elsewhere, Year on TikTok is also spotlighting Ireland's diverse community of creators who have not only inspired us, but also taught us new skills, and made us laugh.

  • Rachel Galvo (@rachel_galvo, IE): In 2024, Rachel's growing success empowered her to leave her corporate job in London to pursue content creation and comedy full-time. Charting the highs and lows of this journey on TikTok, she has also shared her hilarious takes on everyday life, put her South County Dublin upbringing in the spotlight, and this year, her critically acclaimed show The Shite Feminist sold out at the Edinburgh Fringe, cementing her status as a rising Irish comedy star.
  • Garron Noone (@garron_music,IE): Known for his comedic skits on Irish culture and his catchphrase, "Follow me, I'm delicious," Garron gained global TikTok recognition this year. Fleetwood Mac's Stevie Nicks even gave him a shout-out during her Dublin concert saying she’d invite him to her parties! In addition to this, Garron performed at this year's Electric Picnic and has also launched a podcast, Stay Delicious, blending his humor with discussions about music and Irish life. With more than 1.3M TikTok followers, Garron has firmly placed himself amongst Ireland’s most beloved creators.
  • Gaeilge le Jane (@gaeilgelejane, IE): Through TikTok, Gaeilge le Jane has created a thriving community of Irish language enthusiasts, transforming short-form content about the language into real-world connections. Hailing from Gougane Barra, County Cork, Jane shares daily Irish phrases, pronunciation tips, and cultural insights that have resonated so strongly with her audience that her in-person events now consistently sell out. Her Irish language immersion courses, where participants explore conversation, folklore, and local culture entirely through Irish demonstrate how TikTok can bridge the gap between online learning and real-world language revival.
  • Eoin Lynch (@eoin_lynch165, IE): From Mitchelstown's rolling fields comes one of TikTok's most enthusiastic young farmers, whose infectious passion for agriculture has captivated audiences worldwide. Eoin's in-depth breakdowns of slurry spreading techniques became an unexpected sensation during the 2024 National Ploughing Championships. His passion for rural Irish life, combined with his deep agricultural knowledge and natural charm and has earned him a devoted following far beyond the Irish farming community.
  • Emmanuel (@emmanul_aaa, IE): Emmanuel has emerged as an influential voice in the Irish fashion world, using his distinctively keen eye for combining high street finds with luxury pieces. His styling tutorials have become must-watch content for fashion enthusiasts, and continue to inspire a new generation of Irish fashion creators while championing diversity in the industry.


Thriving on TikTok

On TikTok, brands and businesses embrace authenticity as they connect with a bigger global community. This year, we've seen many Irish entrepreneurs reimagine e-commerce as they take their creativity to new heights and connect with audiences across Ireland and elsewhere.

  • SOS Cookies (@soscookies, IE): What started as Sarah O'Sullivan's lockdown baking project charted on TikTok has become one of Ireland's sweetest success stories. From local Limerick deliveries to major retail spots in Arnotts and Dundrum Town Centre, SOS Cookies now produces 700,000 cookies annually with a team of 25 staff. Their TikTok content continues to bring followers along on their journey from kitchen counter to national brand, sharing both their indulgent creations and the realities of scaling an Irish food business.
  • The Matcha Bar (@the_matchabar, IE): When Elaine Fitzsimons spotted a gap in Dublin's café scene for specialised matcha drinks, she turned to TikTok to share her entrepreneurial journey from concept to creation. Her content brought followers along as she researched matcha culture in Japan, developed unique recipes, and transformed her vision into reality with the opening of her Powerscourt Centre pop-up in July 2024.
  • Dundalk Credit Union (@dundalk_cu, IE): Who knew that financial education could be so fun? Since launching in the Summer of 2024, the team at Dundalk Credit Union has set a new bar in financial marketing and rapidly attracted 1000s of fans from Ireland and beyond with their unique blend of advice and humor.
  • Dash Burger (@dashburgerdublin, IE): This Dublin smash burger sensation has mastered the art of food content creation, turning their kitchen into a TikTok stage. Their videos showcase the mesmerising process of crafting their signature smash burgers and crispy fries, with each sizzle and flip garnering thousands of views.


Memes to movements

In 2024, TikTok has solidified its status as the cultural epicenter of the internet. Memes have exploded onto the mainstream stage, shaping language, trends, and global conversations. From catchphrases to remixes and iconic dances, these are the moments transcended the digital realm this year, leaving an enduring mark on today's popular culture.

  • Demure (@joolieannie, US): Jools Lebron and her #demure videos gave us one of 2024's most popular catchphrases. This trend has not only redefined the term "very demure, very mindful", but also empowered self-expression, influenced fashion trends, and fostered a more inclusive online community. Ireland's own Paralympian Ellen Keane used the trend to shine light on how audiences around the world can support the Paralympics by using the correct terminology and right logos.
  • Man in Finance (@girl_on_couch, US): Megan Boni's "Man in Finance" meme catapulted her to internet fame and opened doors to various opportunities, including a record deal and a talent agent. The meme spawned countless parodies and remixes but has also sparked conversations about dating expectations, gender roles, and the allure of the finance world. Earlier this year, Irish political party Fianna Fáil used the trend to introduce the new Minister for Finance, Jack Chambers, to the TikTok world.
  • Gen Z Marketing Script: By letting Gen Z write the marketing script, businesses and organisations around the world are driving an intergenerational creative approach to marketing with some hilarious results including: The Talbot Hotel in Carlow, The Connacht Hotel in Galway, and Queen's University in Belfast.
  • Brat Summer (@charlixcx, UK): Brat Summer, inspired by Charli xcx's album, sparked a cultural shift towards individuality, self-expression, and a carefree attitude. Inspiring countless trends such as Kelley Heyer's iconic Apple dance, Brat Summer encourages people to embrace their individuality, have fun, and live life to the fullest. One of many Irish creator's taking on the trend was Irish creator Chris Murphy who joined in when he performed the Brat dance during Charli XCX's Dublin concert.

#BookTok breakthroughs

This year, the #BookTok community continues to ignite a global reading revolution, turning obscure titles into bestsellers and inspiring millions to pick up a book. #BookTok's passionate readers and creators have reshaped the literary landscape, a testament to the power of a good story.


  • Claire Wright (@clairewright.author, IE): This rising star in the BookTok community has captured readers' imaginations with her enchanting take on fantasy and Irish mythology. Claire's genuine connection with her audience, sharing both her writing journey and creative process, has helped her build a devoted following. Her talent hasn't gone unnoticed - she recently earned a coveted spot on the 2024 BookTok Awards Breakthrough Author of the Year shortlist. Her debut novel, "Realm of Lore and Lies," continues to gather acclaim, while her passionate book discussions keep her audience growing and engaged.
  • Caroline O’Donoghue (@czaronline, IE): This accomplished Irish author has brought her distinctive voice to TikTok, where she shares everything from literary insights to life observations. Known for works like "All Our Hidden Gifts," Caroline has successfully translated her storytelling prowess to short-form content, connecting with readers through personal stories and writing advice. Her success has extended beyond TikTok with her podcast "Sentimental Garbage," establishing her as a prominent voice in Ireland's online literary community. Her book, "The Rachel Incident," was also shortlisted for Book of the Year at the 2024 TikTok Book Awards.
  • Laois Library (@laoislibrarian, IE): This county library service has transformed their TikTok into a vibrant hub of literary engagement and community connection. Their creative approach showcases everything from book recommendations to local events, bringing library culture to life for a digital audience. The account stands out for its playful take on library life, celebrating both their extensive collection and the dedicated staff who make Laois Libraries a cornerstone of the community, while proving that libraries remain as relevant and dynamic as ever in the digital age.
  • O'Mahony's Booksellers (@omahonysbooks, IE): This beloved Irish bookshop has brought its 120-year heritage to TikTok, offering followers a charming glimpse into life between the shelves. From showcasing their latest arrivals to sharing staff recommendations, the Limerick-based store's account captures the warmth and personality of Ireland's oldest independent bookshop. Their creative content celebrates both contemporary releases and timeless classics, while their behind-the-scenes peeks into bookshop life have resonated with book lovers across the platform.
  • Weird Ireland (@weirdireland, IE): From forgotten folktales to mysterious ruins, Brinsley McNamara's Weird Ireland has become the go-to destination for Ireland's most fascinating and lesser-known stories. His engaging storytelling approach brings to life Ireland's hidden history, unexplained phenomena, and local legends, while their on-location explorations of ancient sites and peculiar landmarks offer viewers unique perspectives on the country's mysterious past. Brinsley's success in highlighting the strange and fascinating aspects of Irish heritage has led to the publication of their book, "Weird Ireland: A Guide to the Strangest Stories, Places, and People," expanding their exploration of Ireland's most intriguing oddities beyond the digital realm.


#FoodTok finds

This year, #FoodTok continues to transform the way we cook, eat, and share our love for food. This vibrant community inspires people around the world to experiment with new recipes and discover mouthwatering creations, reimagining today's culinary landscape. Irish creators gained global attention with modern twists on classic dishes, with #irishfood seeing a +66% increase in creations this year.


  • The Spice Bag (James Charles, IE): The beloved Irish takeaway favorite reached new global heights after James Charles tried Xian Street Food version, leading to a surge of international interest in this Dublin takeaway classic. Popular food creator Andy Cooks put his own spin on the salt-and-chili-seasoned combination of chips, chicken, and peppers. The spice bag even made it to Australia, with Belfast Foodie Girl showcasing the number one spot for the spicy goodness in Sydney.
  • Dubai chocolate (@mariavehera257, UAE): Fix Dessert Chocolatier has taken the internet by storm with its Dubai chocolate bar. Made of creamy pistachio paste, crispy knafeh, and rich milk chocolate, this unique combination of flavors has captivated taste buds worldwide and earned rave reviews from foodies around the world. Irish creator Bethany Glackin documented her first time trying the dessert sensation, while Iman Khamissa took on the challenge of recreating it at home.
  • Cucumber salad (@logagm, CA): Logan Moffitt aka "the cucumber guy" on TikTok sparked a global phenomenon and countless copycat recipes with his cucumber salad. From grocery stores experiencing cucumber shortages to millions of views and likes, this simple yet addictive dish showcases how a well-crafted recipe can transform everyday food into a cultural phenomenon. Irish creator @lifeofaoifs gave the recipe a go on her TikTok, declaring it "SO good" and joining the millions of fans worldwide.


Season of sports

TikTok has reimagined the way we experience sports. It's a place where fans connect with their favorite teams and athletes, underepresented voices are amplified, and sports culture thrives. Throughout 2024, brands, broadcasters, and sports organizations have leveraged the platform's power to reach wider audiences and foster deeper fan connections. This year, we've witnessed a remarkable surge in #SportsOnTikTok posts, increasing by over 350%.


  • Olympics and Paralympics (Global): From #ChocolateMuffinTok reviews to epic wins and moments of national pride, content from the IOC, IPC, and its official media rights-holders' content on TikTok captured the passion, authenticity, and the real people behind all the athletic glory, giving fans a unique sneak peek into the greatest sports show on earth. 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.
  • Irish Olympians and Paralympians played a key role in these numbers, with rugby sevens star Harry McNulty, taekwondo pioneer Jack Woolley, and para-athlete Orla Comerford sharing their Olympic Village experiences and competition journeys, giving followers unprecedented access to life inside the Games.
  • From July 26 to August 11, 2024, Olympics-related hashtags had 1.9 million posts and nearly 50 billion views, while the Olympics accounts on TikTok amassed nearly 2 billion views. This year, over 1.5 million people tuned in to @Paralympics LIVE content, helping raise $500,000 for Paralympic sport development programs to support future athletes.
  • GAA Hurling Final (IE): The 2024 All-Ireland Hurling Final made history as BBC 2's first broadcast of the championship decider, introducing the ancient sport to new audiences across the UK. The match lived up to the occasion, with reactions on TikTok capturing both newcomers' amazement and longtime fans' appreciation of a classic hurling encounter. One video showed an emotional and proud Clare man celebrating the historic win after 11 years.
  • Sports Stars (IE): Irish sports creators have continued to push boundaries in how fans engage with sport on the platform. From pitchside to behind the scenes, they're offering new perspectives on both domestic and international sports, helping build communities around everything from grassroots to professional competition.   Whether he's interviewing key players pitch-side, breaking down crucial moments, or bringing viewers behind the scenes at international tournaments, John Nellis' deep sporting knowledge has made him a trusted voice in Irish sports content, recently earning him a nomination for Best Sports Creator at the 2024 TikTok Creator Awards. Meanwhile, Irish Football Captain Katie McCabe gives followers a genuine look into the life of a professional footballer. Her journey from Kilnamanagh to leading both club and country has inspired a new generation of players, while her candid approach to sharing both the challenges and triumphs of the professional game has helped drive unprecedented engagement with women's football in Ireland.


TikTok taught us

2024 marked a transformative year for educational communities on TikTok as diverse voices expanded their reach and engaged new audiences. Museums around the world reached millions, science communicators found unprecedented platforms to share complex topics, and teachers tapped into TikTok to connect creatively with students across the globe—boosting both their impact and their income.





TikTok continues to shape the future of music in 2024, transforming how artists are discovered, songs are promoted, and fans engage with their favorites. This year, we've seen not only the launch of new careers and the revival of classic hits, but also music transcending cultural boundaries, as the platform has become the go-to destination for music discovery, connecting fans and artists around the world.



Empowering women in music: elevating female voices and success stories TikTok has been another game-changer for female artists in 2024, offering a platform for rising stars to thrive and for established musicians to connect with new audiences. Artists like Bambie Thug and CMAT have gained incredible traction and visibility through their success on TikTok, which has been reflected in global chart dominance, reinforcing the platform's role in creating more opportunities for women in the music industry.





Celebrate Year on TikTok 2024
Learn more about this year's most impactful and memorable trends, creators, and moments by searching #YearOnTikTok on the app.

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.