TikTok has released the What's Next 2025: Trend Report. This trend report will focus on longer-term trends, Trend Forces and Signals that will shape 2025.

Brand Chem - a balance of listening, adapting, and transforming.

BRAND FUSION - A dynamic state where a brand gains renewed vigour, becoming more responsive and ready to build lasting bonds.

Signal 1: Creator Spread

Whatʼs Happening

• The traditional 70/20/10 marketing budgets are not designed to influence at the pace content creation and expectations are happening.

Whatʼs Next

• A wider pool of creators for brands builds relevance across niches.

2 out of 3 TikTok users like when brands partner with a variety of creators.

Signal 2: Trust Fund

Whatʼs Happening

• Brands focused on bold, statement-driven marketing that prioritised making a splash.

Whatʼs Next

• Content that sparks conversations with consumers builds genuine trust.

40% of TikTok users feel that brands that showcase their personality through content are more relevant to them.

Signal 3: Constant Confidant

Whatʼs Happening

• Audiences are wary of brands only coming to them when they have something to sell.

Whatʼs Next

• Consumers will pay attention to the brands that are always there for them.

45% of social/video platform users say a brand becomes relevant to them when it demonstrates an understanding of their needs.

IDENTITY OSMOSIS - Brands are organically integrating evolving consumer values, allowing these shifting ideals to reshape their identity.

Trend Signal 1 - Power of Perspectives

Whatʼs Happening

• There has been a limited view of real-life representation shaped by what marketers deemed relatable or sellable.

What's Next

• People are sharing their niche POVs to connect with global audiences.

81% of social/video platform users say TikTok helps them discover new topics/trends they didn't know they liked.

Trend Signal 2 - Girls are Girling

Whatʼs Happening

• For years, girlhood was seen as a one-dimensional concept, dismissed as superficial and wrapped in a pink bow.

What's Next

• Female inclusivity will be integral to brands' bottom lines.

72% of women on TikTok feel it's easy for new communities to connect and bond around shared life experiences on the platform.

Trend Signal 3 - In OUR Era

Whatʼs Happening

• Traditional milestones clashed with past societal norms, leaving people with FOMO and anxiety about falling behind.

What's Next

• Creators are redefining traditional life-stage marketing with more intimate personal goals.

50% of social/video platform users said culturally relevant content showcases authentic lifestyles/experiences of people like me.

CREATIVE CATALYSTS - Untapped tools for marketers to ideate, build, learn, and take more exciting creative risks than ever before.

Trend Signal 1 - AI Eases Everyday

Whatʼs Happening

• AI was often met with scepticism and fear, driven by uncertainty about its impact.

What's Next

• AI will give brands a creative edge by enabling faster ideation and production.

1.4x TikTok users are more likely to say they are excited to see Generative AI used in more ads (vs. other platform users).

Trend Signal 2 - Remix Recycle

Whatʼs Happening

• Marketing assets once had short shelf lives, leading to underutilisation, inefficiencies, and higher costs.

What's Next

• Brands exploring fresh ways to remix their content will expand their identity.

76% of TikTok users enjoy seeing a mix of images and videos on TikTok.

Trend Signal 3 - Comment to Cart

Whatʼs Happening

• Brands traditionally launch products relying on traditional focus group methods that can be costly and add wasted time to development.

What's Next

• The comment section is the new focus group.

68% of TikTok users say brands should use the comment section to better understand their consumers.

For the full report, visit tiktok.com.