TikTok has unveiled its “What’s Next Report 2025,” a comprehensive trend forecast designed to provide marketers with in-depth insights into the evolving needs and preferences of the TikTok community. This annual report, now in its fifth edition, highlights the key trends and strategies that will shape brand marketing and business growth on the platform in 2025. The overarching theme for the year is “Brand Chem,” a movement where the TikTok community will collaborate to create unique, transformative, and influential content that reshapes industry perspectives on marketing. Ng Chew Wee, Head of Business Marketing for APAC at TikTok, emphasizes that while 2024 saw brands leveraging creativity, trends, and meaningful connections, 2025 is poised to push these boundaries even further. TikTok is positioned as a platform offering limitless creative storytelling opportunities, where brands and creators will drive business growth by engaging directly with what resonates most with the community.
Brand Fusion: Collaborative Efforts and Authentic Content
Brands are discovering the value of working with a diverse range of creators on TikTok’s Creator Marketplace. By collaborating with a variety of creators, from low-key reviewers to dynamic personalities, brands can effectively connect with their audience on a larger scale. This approach allows for authentic storytelling and strengthens community engagement. Authenticity in content is key. Brands need to ensure that creators can showcase their genuine selves through their content. This can include more unfiltered content like street interviews, behind-the-scenes moments, or thoughtful insights. For example, VietJet, a Vietnamese airline, leveraged Symphony Custom Avatars to utilize authorized footage of brand ambassadors, creating avatars that reflected key traits aligned with their brand image. This strategy helped the airline scale its marketing efforts cost-effectively while expanding its global reach.
The concept of Brand Fusion underscores the importance of community relevance. Data has highlighted that 39% of TikTok users in Australia find brands showcasing personality more relevant, while 45% feel brand relevance stems from feeling understood. This reveals that consistent, supportive, and joyful content is crucial when building meaningful connections with audiences. The combination of diverse creator collaboration and authenticity creates a powerful formula for brands to resonate deeply with consumers, driving higher engagement and fostering a loyal community.
Identity Osmosis: Redefining Representation and Inclusivity
TikTok communities are embracing diverse and authentic perspectives, celebrating niche viewpoints that foster a more inclusive and empathetic global community. This includes humorous cultural takes and showcasing that people with disabilities are capable of anything. Features like TikTok Symphony Dubbing support this trend by enabling global brand communication in native languages, enhancing the open, empathetic exchange between brands, creators, and the community. In Australia, a significant 81% of users reported being introduced to new topics and trends they were previously unaware of, highlighting TikTok’s role in broadening perspectives.
TikTok is transforming the dialogue around life stages and identity, shifting ideals around concepts like Girlhood, allowing women to share diverse narratives and form digital sisterhoods. For instance, 72% of women on TikTok reported finding it easy to connect and bond with new communities. Brands are being prompted to reconsider their messaging to enshrine female inclusivity, leveraging communities like #WomeninSTEM. Personal finance and well-being are also key topics being redefined on TikTok, fostering a community more engaged in financial literacy amid economic changes. This trend towards inclusivity and representation ensures that marketing strategies resonate with diverse audiences, making brands more relatable and trustworthy.
Creative Catalysts: AI Integration and Multifaceted Storytelling
AI is generating excitement on TikTok, with users and brands exploring its potential in tasks like styling outfits, visualizing renovations, and writing scripts. In Indonesia, TikTok users are 1.3 times more likely than other platform users to look forward to Generative AI in ads, indicating a significant trend. Brands are moving away from short-lived marketing assets to more comprehensive storytelling strategies. The decline of traditional shopping seasons and the rise of on-demand trends like #summerween allow brands to experiment with various messages and formats without causing audience fatigue. Formats such as Image Ads enable brands to quickly jump into trends and refresh their storytelling approaches. TikTok users in Indonesia show an 80% preference for a mix of images and videos, validating this strategy.
Incorporating AI into TikTok strategies empowers brands to create multifaceted and engaging content. This trend also embraces real-time feedback mechanisms, such as TikTok’s comment sections, which enhance brand strategies by enabling immediate consumer interaction. Tools like Insights Spotlight help brands tap into micro-trends, promoting user collaboration and trust by involving them in product development and storytelling. This dynamic interaction fosters a deeper connection between brands and their audiences. The integration of AI and creative storytelling signifies a powerful shift towards innovative content creation that aligns with changing consumer behaviors and preferences.
Real-Time Feedback and Innovative Formats
Brands are realizing the benefit of collaborating with a diverse array of creators on TikTok’s Creator Marketplace. By engaging with various creators, from modest reviewers to vibrant personalities, brands can connect with their audience on a broader scale. This method fosters authentic storytelling and boosts community engagement. Authentic content is crucial; brands must allow creators to be their genuine selves. This might involve more unfiltered content like street interviews, behind-the-scenes moments, or insightful commentary. For instance, VietJet, a Vietnamese airline, utilized Symphony Custom Avatars to incorporate authorized footage of brand ambassadors, creating avatars that embodied key brand traits. This strategy enabled the airline to cost-effectively scale its marketing while extending its global reach.
Brand Fusion emphasizes community relevance. Data indicates that 39% of TikTok users in Australia find brands with personality more relevant, and 45% sense relevance when brands understand them. Consistent, supportive, and joyful content is vital for building meaningful connections. Combining diverse creator collaboration with authenticity offers brands a powerful way to resonate deeply with consumers, driving engagement and fostering loyalty.
