TikTok has become a cultural phenomenon, where trends are born, communities grow, and consumers find brands that resonate with them on a personal level. Two key themes that shape TikTok shopping trends in 2024 are joy and nostalgia. As people navigate an increasingly fast-paced, sometimes overwhelming world, these themes offer a sense of comfort, connection, and positive energy. Let’s dive into how joy and nostalgia are transforming the TikTok shopping experience—and how brands can tap into these emotions to create meaningful connections with their audiences.
1. The Power of Joy: Turning Shopping into an Uplifting Experience
On TikTok, shopping isn’t just a transactional activity; it’s a source of happiness and escapism. With so many users feeling the weight of global issues and personal pressures, they are drawn to brands and content that offer moments of lightheartedness and emotional relief.
Through the trend known as Glimmers, TikTok users seek out content that brings small bursts of joy. It’s all about positive energy, humor, and little surprises that brighten their day. Brands like Laneige and Coach have leveraged this trend by creating content that feels fun, uplifting, and genuine. For instance, unboxing videos, product reveals, and joyful shopping hauls resonate well because they engage users’ senses and emotions.
Tip for Brands: Embrace an upbeat, positive tone in your TikTok content. Show the fun side of your brand with lighthearted videos, creative product reveals, or interactive challenges that invite users to join in. Focus on content that creates a small moment of joy or laughter.
2. Nostalgia: Connecting the Past with the Present
In a world where everything moves quickly, nostalgia brings a sense of stability and familiarity that resonates deeply with users. The TikTok trend of Newstalgia combines old memories with modern twists, bridging the gap between generations and tapping into cherished memories.
On TikTok, heritage brands like Juicy Couture have reimagined classic styles for today’s audiences, and throwback fashion videos or retro gaming content can be found trending under hashtags like #RetroGaming. This nostalgic content appeals to a wide range of users, from those who remember these products from their youth to younger users discovering them for the first time. By blending nostalgia with current trends, brands can capture the attention of both older and younger generations in a way that feels relevant and exciting.
Tip for Brands: To leverage nostalgia, think about how your brand’s history, iconic products, or past campaigns could be reintroduced with a fresh perspective. Even if your brand is new, consider themes or aesthetics that evoke the past—such as 90s fashion, vintage packaging, or references to classic music and pop culture—to create a sense of nostalgia.
3. Joy and Nostalgia Together: Building Emotional Connections
TikTok’s unique community culture encourages users to embrace both joy and nostalgia in their shopping experiences. These emotional themes not only make shopping more engaging but also foster deeper connections between consumers and brands.
For example, content that combines joyful surprises with nostalgic references can be especially impactful. Imagine a campaign that pairs nostalgic visuals—such as retro graphics, popular songs from the 80s or 90s, or vintage product aesthetics—with a joyful, celebratory tone. Brands that create this type of content are more likely to stand out and capture the emotional attention of their audience.
One of TikTok’s biggest successes in merging joy and nostalgia has been the popularization of “throwback challenges,” where users recreate old trends or style their favorite outfits from past decades with a modern twist. These challenges are relatable, fun, and emotionally resonant, giving users a chance to revisit happy memories while celebrating their personal growth.
Tip for Brands: To combine joy and nostalgia, consider launching a TikTok challenge that invites users to share their favorite “throwback” moments with your brand. Use retro aesthetics in your visuals, add nostalgic music to your videos, and encourage your audience to interact with content that feels joyful and timeless.
4. Brands That Get It Right: Real-World Examples
Several brands have successfully tapped into the themes of joy and nostalgia on TikTok, creating memorable campaigns that resonate with users:
Coach’s In-Store Joy: Coach used TikTok to showcase joyful, colorful in-store events that felt lighthearted and engaging. These videos highlighted in-store experiences that inspired joy and showed the brand’s fun, inclusive side.
Juicy Couture’s Retro Revival: Juicy Couture reintroduced its iconic velour tracksuits through TikTok videos that mixed 2000s nostalgia with modern fashion, appealing to both long-time fans and a new generation of followers.
Kinder World’s Positive Gaming: Kinder World, a mental wellness gaming app, used TikTok to blend joyful gaming experiences with inclusive, nostalgic visuals, promoting both mental well-being and positive interactions.
These examples show how brands can creatively integrate joy and nostalgia into their TikTok content, creating a shopping experience that feels both meaningful and memorable.
Conclusion: Creating a Shopping Experience Worth Remembering
In the fast-evolving world of TikTok, joy and nostalgia aren’t just passing trends—they’re emotional connections that make shopping feel more personal, comforting, and enjoyable. For brands, embracing these themes means going beyond products to create experiences that tap into what truly resonates with people: happiness, shared memories, and a sense of belonging.
As we move further into 2024, brands that successfully leverage joy and nostalgia on TikTok will not only stand out but also build lasting relationships with their audiences. In a sea of content, it’s the brands that bring a smile to people’s faces and remind them of cherished memories that truly shine.
So, what’s next for your brand? Dive into the worlds of joy and nostalgia on TikTok and start creating experiences that your audience will remember—and want to be a part of.
RougeLink, with offices in Paris, Shanghai, and Hangzhou, specializes in e-commerce and digital marketing services. As a strategic partner of TikTok, Douyin (TikTok China), and Xiaohongshu, we work with international brands to implement online strategies in Europe, US and China, offering comprehensive solutions across the entire e-commerce value chain. To launch or improve the management of social media account or e-commerce operation on TikTok, please contact RougeLink.
Looking to stay ahead in the world of TikTok? Subscribe to our weekly trend report and never miss out on what’s hot on the platform. Whether you’re looking for inspiration or insights, we’ve got you covered!
Comments