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Date Posted: Thursday 9th January 2025
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
Whatʼs Next
2 out of 3 TikTok users like when brands partner with a variety of creators.
Signal 2: Trust Fund
Whatʼs Happening
Whatʼs Next
40% of TikTok users feel that brands that showcase their personality through content are more relevant to them.
Signal 3: Constant Confidant
Whatʼs Happening
Whatʼs Next
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
What's Next
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
What's Next
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
What's Next
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
What's Next
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
What's Next
76% of TikTok users enjoy seeing a mix of images and videos on TikTok.
Trend Signal 3 - Comment to Cart
Whatʼs Happening
What's Next
68% of TikTok users say brands should use the comment section to better understand their consumers.
For the full report, visit tiktok.com.
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