The year-end report celebrates 2024’s most memorable trends, moments, and creators in the Philippines and around the world, with their meaningful impact on and beyond the platform
TikTok recently unveiled Year on TikTok 2024, its annual year-end report celebrating the year’s most memorable trends, moments, and creators 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. 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 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 have a chance to shine,” said James Stafford, Global Head of Content, TikTok.
Thriving on TikTok
On TikTok, Filipino brands and businesses have thrived by embracing authenticity and connecting with their communities. TikTok Shop has opened new opportunities for micro, small, and medium enterprises (MSMEs) to grow, bringing local brands and products to a wider audience and fueling economic impact across the Philippines.
This year, we’ve seen entrepreneurs reimagine e-commerce on TikTok Shop, seamlessly blending content, product discovery, and purchase into a truly unique discovery shopping experience. Across various industries, TikTok continues to empower entrepreneurs to achieve remarkable success.
A prime example is Josefina’s Homemade Food (@josefinaslaing), a carinderia in Bicol that transformed its local dishes into national sensations, bringing the unique flavors of the region to homes across the Philippines through TikTok Shop’s live selling and storytelling tools.
Similarly, Alta Philippines (@altaphilippines), a Marikina-based shoe brand, has shone a spotlight on Filipino craftsmanship, creating livelihood opportunities for veteran shoemakers and senior citizens by engaging audiences through daily live streams and creative content. These stories demonstrate how Filipino entrepreneurs are redefining success in the digital age.
“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 small local businesses 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, Philippines, TikTok.
From moments to movements
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.
Beyond fun and creativity, TikTok became a space 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.
Meanwhile, organizations like LoveYourself PH (@loveyourself_ph) used TikTok to advocate for HIV testing services, and creators like Jax Reyes (@jaxreyes_) made financial literacy more accessible to everyday Filipinos. These stories reflect how TikTok has become a platform where Filipinos not only entertain but inspire change.
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.
Top 10 Artists (Global)
TikTok’s Global Top 10 Artists represent talent from seven different countries, showcasing the platform’s reach and cultural diversity. This underscores TikTok’s unique role as a global hub for music discovery and a melting pot for creative expressions that transcend borders.
In the Philippines, TikTok has been instrumental in elevating Original Pilipino Music (OPM), providing emerging talents like Lola Amour (@lolaamourmusic), Denise Julia (@denisejuliuh), Toneejay (@heytoneejay), and Maki (@clfrnia_maki) with a platform to showcase their music to a global audience. Through TikTok’s dynamic and interactive features, these artists have built strong connections with fans, propelling their songs to new heights. As they continue to break barriers with their distinctive sounds, TikTok amplifies Filipino music and fosters connections that transcend geographic boundaries.
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 showcasing unique teachable moments in the classroom and 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.
Celebrate the Year on TikTok 2024
Join us in reliving the trends, moments, and creators that made 2024 unforgettable. Dive into the creativity and community that shaped this year on TikTok by watching the Year on TikTok Global Film.
Discover how TikTok continues to ignite inspiration and connect people around the world, and join us as we take this momentum into 2025 with even more impactful and joyful moments. Explore the creators, stories, and movements that made this year extraordinary by searching #YearOnTikTok. Don’t miss out—be part of the global conversation, and keep the creativity flowing!
