What can artists learn from Instagram and TikTok’s trend forecasts?
The most important takeaways and suggestions to anticipate these trends.
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Let’s dive into today’s topic:
What can artists learn from Instagram and TikTok’s trend forecasts?
Instagram and TikTok shared their 2024 trend forecasts. These are the most important takeaways for artists.
Why it matters
Keeping abreast of social media trends has become crucial for artists navigating the digital landscape. While users primarily shape trends, it’s valuable for music artists to leverage these platforms effectively and understand how TikTok and Instagram forecast 2024.
How it works
Two weeks ago, TikTok and Instagram shared a 2024 trend forecast. Instagram focuses on how Gen-Z’ers use the platform, while TikTok focuses on brands and advertisers. I looked into both forecasts, selected the most important takeaways for music artists, and added a suggestion for them to anticipate these trends now.
Creative Bravery
TikTok calls for a transformative mindset called Creative Bravery, an amalgamation of curiosity, imagination, vulnerability and courage. Taking strategic risks should lead to deeper community connections. This connects with TikTok users building shared communities of delusional comfort, staying tru to the #delulu.
Artists could explore this mindset by showing their quirkiness and being unapologetically genuine when creating bold content.
Discovering new content
TikTok users are 1.8 times more likely to embrace new experiences on the platform. 44% of users stumbled upon something unrelated to their initial intent, discovering content they didn't know they'd enjoy.
Artists acquiring new fans should craft scroll-stopping video content that pique curiosity within the first three seconds.
Fandom and sending DM’s
75% of Instagram Gen-Z’ers belong to fandom, with musician fandoms ranked second-largest on the platforms after TV and anime fandoms. Most Gen-Z’ers have sent a DM to a celebrity on Instagram, which they perceive is the best way to show appreciation.
Artists should evaluate success based on DM interactions rather than mere likes and shares, recognising the impact of direct engagement.
Fan funnel of viral trends and meaningful connections
Instagram expects Gen-Z users to focus on meaningful connections first and to stay on top of trends second.
Artists could recognise a fan funnel here: Leverage viral trends to acquire new fans and retain them with meaningful content.
Choosing the perfect social media handle
After meeting someone new, 28% of Gen-Z’s exchange Instagram handles.
Artists should choose a social media handle that’s easy to remember and pronounce.
Social impact and activism
Gen-Z will make a social impact with activism on Instagram.
Artists could explore how to harness brand activism and how to activate their fanbase for social impact.
Help content
Instagram predicts that Gen-Z is a generation of self-starters honing in on self-improvement and development.
Artists could appeal to them by creating content tailored to aspiring musicians, offering how-to’s and tutorials.
Yes, but..
While these insights offer valuable guidance, artists should remember that platform interests often align with trend adherence. However, the convergence of trends with recent music marketing strategies - such as authentic branding, activism, and building meaningful connections over viral content - is noteworthy.
Take action now
Artists could explore both forecasts and apply some of the suggestions above.
Further reading
TikTok What's Next 2024 Trend Report (TikTok Newsroom)
What's Next 2024 Trend Report (TikTok, pdf here)
How to choose a social media handle (The Fanbase Builder)
Harnessing brand activism for artists (The Fanbase Builder)
How fanbases can make a social impact (The Fanbase Builder)
How to develop a content strategy using a model for YouTubers (The Fanbase Builder)