TikTok has unveiled Year on TikTok 2024, its annual report celebrating the year’s most unforgettable trends, creators, and moments in Australia. This year’s edition shines a spotlight on 30 remarkable Aussie creators and businesses whose creativity sparked viral sensations and united communities in unique ways, leaving a lasting impact both on and off the platform.
Australians embraced trends like #BratSummer, #ManInFinance, and fell in love with #Pesto, the fluffy penguin. With 8.5 million Australians joining TikTok’s billion-strong global community, users uncovered viral recipes, #BookTok recommendations, discovered record-breaking artists, and inspiring stories like Nedd Brockmann’s #UncomfortableChallenge.
In 2024, TikTok also proved to be more than just entertainment- it became a driving force for the economy. Over 350,000 Australian businesses leveraged the platform to reach a global audience, whilst contributing $1.1 billion to the economy and creating nearly 13,000 jobs.
Let’s look back at some of the year’s most memorable trends, creators, and moments, because on TikTok, a little bit of creativity can spark a lot of impact.
Changemakers and heartwarming heroes for social change:
In 2024, TikTok amplified diverse voices and drove action on causes that matter to Australians. From Edgar’s Mission, TikTok for Good winner at the 2024 TikTok Awards, raising awareness for rescued farm animals to Nedd Brockmann’s 1,600km run raising $4.8m for people experiencing homelessness, TikTok fueled impactful movements.
Moments like Pesto the Penguin shone a light on conservation efforts, while changemakers like Conserving Beauty’s Natassia Grace and James Chapman, are reshaping beauty norms and promoting inclusivity.
- Nedd Brockmann (@nedd.brockmann), 129k followers, 1.1m likes: Nedd made headlines with his 1,600km run in 12 days to raise $4.8 million for We Are Mobilise. His journey, streamed live to 14.7m viewers, raised global awareness of people experiencing homelessness and inspired people to join in on his #UncomfortableChallenge.
- Pesto the Penguin (sealifemelbourne), 111k followers, 2.3m likes: Pesto, Melbourne’s beloved Emperor Penguin, captured hearts worldwide thanks to his presence on TikTok. Highlights from his story, including a visit from pop star Katy Perry, brought global attention to wildlife conservation efforts and boosted donations and ticket sales for Sea Life Melbourne.
Thriving on TikTok:
TikTok changed the game for Australian businesses, driving growth, creating jobs, and boosting revenue. In FY23, more than 3.5 million Aussies visited a shop or restaurant they discovered on TikTok, with 3.2 million making purchases as a result. From Emma Hollingsworth’s stunning Indigenous art to Chebbo’s popular smashburgers and Brooke Bellamy’s sell-out cookies, TikTok empowered businesses nationwide, showing that a single post can make all the difference.
- Brooke Bellamy (@brookibakehouse), 1.9m followers, 70.5m likes: Brooke transformed her Brisbane bakery into a global sensation with the power of TikTok. Her ‘day in the life’ videos turned her struggling business into a thriving brand, and now, Brooke’s cookies are shipped nationwide.
- Chebbo’s Burgers (@chebbo), 1.2m followers, 41.4m likes: Chebbo turned his side hustle into a burger empire with TikTok’s help. What started as making smashburgers in his driveway during COVID-19 quickly went viral, leading to a food truck and, now, his first restaurant in Marrickville, Sydney.
From moments to movements:
In 2024, TikTok was at the heart of Australian pop culture, driving viral trends and sparking conversations. From #BunningsRave and #Pesto to #BookTok and movements like #BratSummer and #ManInFinance, TikTok connected Australians and inspired creativity, leaving a lasting mark on the nation’s culture.
- Peking Duk (@pekingduk), 91.9k followers, 2m likes: What started as a TikTok remix of the iconic Bunnings jingle by Sydney producer Kaila quickly became a cultural sensation. With support from Australian music legends Peking Duk and What So Not, and Bunnings’ playful response, “We’ll bring the decks,” the first-ever #BunningsWarehouseRave took place in late August. The event brought Aussies together for an unforgettable celebration, turning Kaila’s viral idea into a moment to remember.
- Visit Melbourne (@visitmelbourne), 138.8k followers, 3.3m likes: A Melbourne cafe gave #BratSummer a winter twist with a brat-themed matcha latte that quickly went viral. The unique drink attracted thousands of views and drew crowds to Brunswick East’s Carolina cafe, eager to try it for themselves.
Music on TikTok: The soundtrack of 2024.
TikTok continued to reshape the music scene in 2024, revolutionising how artists rise, songs are promoted, and fans connect. With over a billion music fans, TikTok has become the go-to platform for discovering, sharing, and expressing through music.
In fact, 30 per cent of TikTok daily users discover new artists before they’re popular, compared to just 18.6 per cent of non-users. Plus, 60 per cent of daily users have music playing as they go about their day. These trends fuel cultural moments and drive success for both new and established artists.
