Year on TikTok 2024: How a Little Creativity Can Make a Big Impact

TikTok has unveiled its Year on TikTok 2024 report, celebrating the most unforgettable trends, moments, and creators of the year in the Philippines and globally.

The report highlights the significant impact these trends have had, not just on the platform, but beyond it.

In 2024, Filipinos embraced everything from demure moments to the cheeky charm of a pygmy hippo, all while dancing to the viral beat of “Emergency Budots” and supporting businesses of all sizes. As part of a global community of over a billion users, Filipinos discovered new ideas, shared passions, and sparked change, leaving a lasting imprint on the digital landscape.

Celebrating Creativity and Culture on TikTok

TikTok has become a powerful force for cultural and social movements. The platform has enabled record-breaking artists, reimagined recipes, thriving businesses, and more. It has provided a space for individuals to express themselves, with creativity serving as a catalyst for both personal and professional growth.

"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 at the forefront of cultural movements, TikTok has played a key role in economic growth, cultural trends, and social impact," said James Stafford, Global Head of Content at TikTok.

Empowering Filipino Entrepreneurs

Filipino brands have flourished on TikTok by embracing authenticity and connecting directly with their communities. TikTok Shop has created new opportunities for micro, small, and medium enterprises (MSMEs), giving local products a global reach and fueling economic growth across the Philippines.

Entrepreneurs are revolutionizing e-commerce by blending product discovery, content creation, and purchasing seamlessly into a unique shopping experience. TikTok continues to empower these entrepreneurs to achieve remarkable success.

One standout example is Josefina's Homemade Food (@josefinaslaing), a carinderia in Bicol that has brought regional flavors to homes across the Philippines via TikTok’s live selling and storytelling features.

Similarly, Alta Philippines (@altaphilippines), a Marikina-based shoe brand, has highlighted Filipino craftsmanship and created livelihood opportunities for local shoemakers and seniors through daily live streams and creative content.

A Space for Filipino Creativity and Entrepreneurship

Bea Bautista, Head of Communications, Philippines at TikTok, said, "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."

TikTok as a Cultural Hub in the Philippines

In 2024, TikTok solidified its position as the cultural center of the Filipino internet. Creators across the country have used TikTok to share their unique stories and build communities.

The platform has seen Filipino creators lead movements in diverse areas, from makeup challenges like the Asoka Makeup Challenge and Piliin Mo Ang Pilipinas led by Lenie Aycardo (@lenie_aycardo), to innovative takes on Filipino cuisine from emerging food creator Icoy Rapadas (@icoylaa). These creators are reshaping entertainment and lifestyle content, demonstrating how TikTok is becoming a space for Filipinos to share their passions with the world.

With its focus on community, creativity, and entrepreneurship, TikTok continues to be a platform where Filipinos can connect, thrive, and inspire change both locally and globally.