TikTok has released its fifth annual trend forecast, the What’s Next Report 2025, offering businesses and marketers insight into the platform’s evolving landscape.
Supported by data from TikTok’s Global Marketing Science team, the report draws from multiple third-party commissioned studies conducted between 2022 and 2024. It identifies key trends shaping audience engagement and brand success in the coming year.
As the platform continues to influence digital culture, brands must remain agile to sustain relevance. The 2025 report emphasises the importance of bridging the gap between representation and connection in advertising, adapting to changing consumer values, and giving creators and communities greater creative ownership.
The findings suggest that fostering cultural resonance and maintaining a consistent presence will be critical to long-term success.
Three core themes shaping 2025
The report highlights three overarching themes that encapsulate consumer behaviour shifts and how brands can navigate them effectively:
Brand Fusion: Strengthening consumer connections
In an increasingly dynamic digital space, brand evolution is essential. The concept of Brand Fusion describes a state where businesses refine their identities to better align with shifting consumer values. By sharing niche perspectives and fostering deeper connections, brands can create stronger and more authentic relationships with audiences.
For instance, L’Oréal Paris expanded its creator network by collaborating with science comedian @mister.emerson, using humour to promote sunblock. This approach exemplifies how brands can engage new audiences by integrating diverse voices and perspectives into their storytelling.
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Identity Osmosis: Adapting to cultural shifts
The second theme, Identity Osmosis, refers to brands seamlessly integrating evolving consumer values into their identity. This requires an openness to remixing content and exploring new avenues for engagement.
A notable example is a community event hosted in partnership with Flagrant magazine and the female-owned sports bar The Sports Bra, to celebrate the WNBA finals. By aligning with culturally relevant moments, brands can build deeper connections and enhance their authenticity.
Creative Catalysts: Embracing AI-driven creativity
The Creative Catalysts theme underscores the role of AI in shaping content creation and engagement. AI tools are increasingly being used to enhance ideation, streamline production, and encourage creative experimentation.
For example, Lidl embraced the #potaxie trend, leveraging AI to create an imaginative, avocado-inspired shopping experience. By tapping into AI-driven storytelling, brands can craft more engaging and interactive content.
The expanding role of AI
AI continues to play a transformative role in digital marketing, particularly within the Creative Catalysts theme. The report identifies several AI-driven advancements that brands can leverage:
– Faster content creation: AI facilitates quicker ideation and production processes.
– Enhanced storytelling: AI-generated voices, multilingual avatars, and animation tools are reshaping digital narratives.
– Personalised experiences: AI enables businesses to tailor offerings based on individual preferences.
– Operational efficiency: AI-powered solutions improve workflow and content adaptation.
– Real-time insights: Tools such as Symphony Assistant help brands track trends and develop creative concepts instantly.
– Diverse content variations: AI assists in generating multiple iterations of content to suit different audience segments.
Despite its advantages, AI adoption is not without challenges. The report acknowledges the anxieties surrounding AI’s potential, recommending a “playful and creative approach” to help users view AI as a tool for innovation rather than a disruptive force.
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Key takeaways for brands to win TikTok in 2025
As businesses plan their digital strategies, the What’s Next Report 2025 outlines several critical considerations for success on TikTok:
– Prioritise cultural resonance: Understanding and integrating emerging cultural trends can enhance brand engagement.
– Empower creators and communities: Encouraging collaborative content creation fosters stronger connections with audiences.
– Embrace AI-driven creativity: Leveraging AI tools can streamline content production and unlock new storytelling possibilities.
– Remain adaptable: As consumer expectations evolve, brands must continually refine their identity and messaging.
– Maintain consistency: A persistent and engaging presence helps sustain long-term relationships with audiences.
TikTok’s What’s Next Report 2025 underscores the platform’s evolving landscape and the growing importance of cultural adaptability, creative risk-taking, and AI integration. As brands navigate these shifts, success will depend on their ability to forge deeper connections, experiment with innovative content strategies, and remain responsive to changing consumer behaviours.
By embracing these principles, businesses can position themselves for sustained growth in an increasingly dynamic digital environment.
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