TikTok Unveils 2025 “What’s Next” Trends Report
TikTok has released its 2025 “What’s Next” report, offering a comprehensive look at key trends shaping its platform and their implications for brands and marketers. The annual report, now in its third edition, is divided into three sectionss: Brand Fusion, Identity Osmosis, and Creative Catalysts.
One of the report’s main takeaways is the shift in how brands can build trust and connection with audiences. TikTok emphasizes the importance of partnering with a broader range of creators, particularly smaller influencers, to diversify messaging and foster authenticity. While working with big-name influencers remains impactful, the platform suggests that tapping into a network of niche creators could yield greater resonance with diverse audiences, albeit requiring more management effort.
The report also delves into the rise of emerging communities and trending discussion topics on the platform, highlighting opportunities for brands to align with these movements. Additionally, TikTok includes case studies to showcase how various trends have been successfully implemented by brands, providing actionable insights for marketers to base their own campaigns or marketing efforts off.
A significant focus is placed on artificial intelligence as a marketing tool and overall component of a social media platform, reflecting the widespread adoption of generative AI tools over the past year. TikTok offers insights into how AI is being used creatively and strategically on the platform, helping businesses navigate this rapidly evolving space. – something that will naturally be difficult due to many users being distrusting or outright hostile towards the idea of AI being used in their daily live.
TikTok’s trend analysis serves as a valuable resource not only for marketers active on the app, but also as general guidance and information that could apply to a number of platforms. Even though TikTok’s future within the U.S. is still quite uncertain, the platform’s reports still provide useful information about how users are acting and why.
