TikTok's What’s Next Trend Report 2025 highlights the evolving landscape of brand marketing, coining the term Brand Chem to describe the new synergy between brands and communities. The report emphasizes that in 2024, brands successfully engaged with TikTok’s diverse community, pushing creative boundaries and establishing authentic connections. As the pace of change accelerates, the 2025 report aims to equip marketers with insights to navigate and shape the future of brand engagement.
In 2025, TikTok anticipates a transformative content creation movement, urging brands to collaborate with creators and communities rather than dictate consumer needs. Sofia Hernandez, Global Head of Business Marketing for TikTok, notes that the platform offers limitless storytelling opportunities that can drive cultural relevance and business growth.
The report identifies three key Trend Signals that reflect impactful and sustainable trends:
Brand Fusion
This concept describes brands revitalizing their approach by collaborating with a diverse range of creators through TikTok’s Creator Marketplace. Brands are encouraged to engage authentically, as 2 out of 3 TikTok users appreciate partnerships with various creators. Successful examples include Supercell's launch of "Squad Busters," which reached 261 million people through a mix of branding and organic engagement. Authenticity in content, such as behind-the-scenes insights, fosters trust, with 40% of users finding personality-driven brands more relevant.
Identity Osmosis
Brands are increasingly aligning with evolving consumer values, integrating diverse perspectives into their identities. TikTok users are fostering a more inclusive community, and brands are responding by engaging directly with users and adapting to new trends. Campaigns like Oi's #HistóriasdeOrgulhoOi demonstrate successful brand-community alignment, achieving engagement rates significantly above benchmarks. The platform also encourages conversations around personal finance and well-being, reflecting a shift towards valuing relatable experiences.
Creative Catalysts
AI is emerging as a valuable tool for marketers on TikTok, with users excited about its practical applications in creative processes. Brands are shifting towards multifaceted storytelling strategies, utilizing various formats to maintain audience engagement. TikTok users prefer a mix of images and videos, allowing brands to innovate continuously. The comment section serves as a vital feedback mechanism, enabling brands to understand community needs and co-create products, as seen with Rothy's.
The report's findings are supported by data from TikTok's Global Marketing Science team, utilizing various research methods to analyze trends from 2022 to 2024.
