‘What’s next’: TikTok updates brand marketers on 2025 plans
The TikTok community is reshaping how the industry thinks about marketing and the future of business growth, according to the social media giant’s What’s Next Report for 2025.
The annual trend forecast, now in its fifth year, is designed to equip marketers with insights into the TikTok community’s evolving wants and needs. It hopes to empower brands to not only navigate the year ahead, but to shape it.
According to TikTok, in 2025 its community will unite to create unique, transformative, and year-defining content – a movement it has coined ‘Brand Chem’ – which will make the old marketing playbook (that of brands telling consumers what they need) redundant.
The new era instead calls for brands to join forces with creators and communities to build content that resonates, drives impact, and ultimately redefines cultural relevance.
“In 2024, we saw brands push creative limits, lean into trends, and connect with their communities in powerful ways, but 2025 is set to take it even further,” said Sofia Hernandez, global head of business marketing for TikTok.
“The creative storytelling opportunities on TikTok are endless, and this year brands and creators will come together to continue to shape culture, spark fresh ideas, and accelerate business growth by tapping directly into what matters to the TikTok community.”
The What’s Next Report delves into three of the most impactful and sustainable ‘Trend Signals’ that brands can tap into, to shape a forward-looking content strategy.
Brand Fusion
Described as a “dynamic state where a brand gains renewed vigour”, brand fusion is where brands become more responsive and ready to build lasting bonds with audiences.
Marketers have started to discover the value of collaborating with diverse creators, which allows them to connect to their communities at scale. Through authentic, diverse storytelling, brands are creating more impactful, personalised connections while driving business results.
However, according to the report, brands must go one step further – they must go beyond authentic content to build genuine rapport by meeting their communities where they already are, and sharing varied and unfiltered content.
39% of TikTok users finds brands more relevant if they showcase personality, while 45% feel brand relevance comes from feeling understood.
Identity Osmosis
Brands are organically integrating evolving consumer values, allowing shifting ideals to reshape identities.
TikTok communities are redefining representation and are building more inclusive and empathetic global communities – and brands must do the same.
81% of TikTok users say the app has introduced them to new topics and trends they didn’t know they liked, building this globally connected, engaged community.
According to TikTok, by adapting to new trends and leaning into these authentic perspectives, brands can connect on a deeper level with their communities, expanding reach and value.
Creative Catalysts
The final ‘Trend Signal’ is described as “untapped tools” for marketers to ideate, build, learn, and take more exciting creative risks that ever before.
AI is becoming a source of excitement on TikTok, as users and brands are exploring its potential in everyday tasks. It’s turning into a practical, engaging tool that sparks curiosity and creativity on the app.
TikTok users reported being 1.4 times more likely to look forward to generative AI in ads, compared to users on other social media platforms.
As content demand rises, brands are shifting from short-lived marketing assets to storytelling strategies. With 76% of TikTok users enjoying a mix of images and video, brands need to take creative risks to experiment with various messages and formats – without audience fatigue.
Plus, with platforms like TikTok, real-time feedback from audiences also allows for creative risks. The report found that 68% of TikTok users say brands should leverage their comment section to better understand their audience.
It can be a blessing in disguise, allowing brands to learn about their community’s needs, tap into micro-trends, foster collaboration, and more.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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