TikTok unveils its Year on TikTok 2024, an annual report that celebrates the year's most memorable trends, beloved moments, and creators who made a difference in the Philippines and around the world, along with their meaningful impact on and beyond the platform.
In 2024, we were very demure, adored a cheeky pygmy hippo, and danced to the infectious beat of "Emergency Budots," all while supporting businesses of all sizes. Throughout the year, Filipinos 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. Year on TikTok 2024 revisited 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 movement, 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 at TikTok.
On TikTok, Filipino brands and businesses have thrived by embracing authenticity and connecting with their communities. TikTok Shop has opened new opportunities for MSMEs to grow, bringing local brands and products to a wider audience and fueling economic impact across the Philippines.
A lot has happened on TikTok shop this year and it saw the rise of entrepreneurs doing contents and interacting with target audiences, that it truly makes a unique shopping experience.
A prime example is Josefina's Homemade Food (@josefinaslaing), a carinderia in Bicol that brought the flavors of the region to homes across the Philippines through its TikTok Shop live selling and storytelling tools.
Then there's Alta Philippines (@altaphilippines), a Marikina-based shoe brand that highlights Filipino craftmanship and creating livelihood opportunities for veteran shoemakers and senior citizens. Through their daily live streams and creative content, they were able to connect with audiences.
"In the Philippines, TikTok has become more than just a platform- it's a space where Filipinos celebrate their creativity, culture and entrepreneurial spirit. We are inspired by how our local community has used TikTok to spotlight homegrown talent, promote regional delicacies and spark movements that make a real difference. From helping MSMEs reach new audiences, to empowering creators to shape trends that reflect our rich culture, TikTok continues to be a place where Filipinos can connect, thrive and share their stories with the world," said Bea Bautista, Head of Communications, TikTok Philippines.
In 2024, TikTok cemented its role as the cultural epicenter of the Filipino internet, inspiring creativity and forging communities. Across the Philippines, creators have used TikTok to tell their unique stories and foster communities.
We are proud to celebrate Filipinos who have used TikTok to spark conversations about their passions. From the local twist on makeup trends led by Lenie Aycardo (@lenie_aycardo), such as the Asoka Makeup Challenge and the Piliin Mo Ang Pilipinas challenge to emerging food creator Icoy Rapadas (@icoylaa), who offered a fresh take on Filipino cooking content, TikTok became a platform for Filipinos to redefine entertainment and lifestyle content.
TikTok is also a platform for advocacy. Arshie Larga (@arshielife) brought attention to medical issues, while Kuya Kim Atienza (@kuya_kimatienza) educated audiences on environmental sustainability with a relatable and impactful approach.
Organizations like LoveYourselfPH (@loveyourself_ph) was also able to educate audiences and advocate for HIV testing services. Then there's creators like Jax Reyes (@jaxreyes_) who shares financial literacy videos and make it accessible to more Filipinos. These are just some of the stories wherein TikTok has become a platform to inspire change, and not just for entertainment.
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.
More photos here: Year on TikTok 2024.
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