Key Trends Shaping Marketing on TikTok in 2025
TikTok’s fifth annual report, "What’s Next Report 2025," highlights the essential trends that will influence marketing and connections between brands and communities on the platform. The report emphasizes the importance of brands and creators working together to create new forms of connections and interactions that positively impact cultural movements.
Three Trend Signals to Watch
The report identifies three key Trend Signals that reflect evolving content patterns and emerging behaviors and interests:
- Brand Merger: Brands will collaborate with diverse creators to reach unique audiences and create authentic storytelling.
- Osmosis of Identities: Brands will meet their communities where they are, sharing real and unaltered content to create genuine relationships.
- Catalysts of Creativity: Brands will leverage innovative tools and formats to create engaging content and keep up with evolving trends.
Building Authentic Connections on TikTok
In 2025, authenticity will be crucial on TikTok. Brands will need to collaborate with diverse creators and position themselves authentically through content. The Creator Marketplace and Creative Exchange will facilitate these partnerships, allowing brands to connect with their communities at scale and create impactful, personalized connections.
The Power of Authentic Storytelling
- 40% of users value brands that demonstrate their personality.
- 45% consider a brand relevant when it understands their needs.
- 72% of users find it easy to connect and share common life experiences on the platform.
Embracing Inclusivity and Empathy on TikTok
TikTok is building an inclusive and empathetic platform, with 81% of users discovering new topics and trends they didn’t know they liked. Brands must meet their communities where they are and share real, unaltered content to create genuine relationships.
Redefined Conversations on TikTok
- 50% of social and video platform users believe culturally relevant content shows authentic experiences and lifestyles of people similar to them.
- Brands can promote loyalty by participating in the celebration of the "femininomenon" of TikTok and collaborating with female users.
Unlocking Creative Innovation on TikTok
Creative innovation is at the heart of the TikTok experience. Brands have powerful tools at their disposal to create engaging content and keep up with evolving trends.
Embracing AI and New Formats
- TikTok users are 1.4 times more likely to adopt generative AI in ads.
- 76% of users appreciate a mix of images and videos in ads.
- Active community feedback and tools like Insights Spotlight allow brands to innovate alongside consumers.