The TikTok What’s Next Report 2025 is out and available to download.
This is their fifth annual trend forecast, designed to equip marketers with deep insights into the TikTok community’s evolving wants and needs. This report will empower brands to not only navigate the year ahead but to shape it, sparking new ways to connect, engage, and inspire.
TikTok say that in 2025, the community will unite to create unique, transformative, and year-defining content – reshaping how the industry thinks about ‘marketing’ and the future of business growth—a movement they’re calling Brand Chem.
The old playbook of brands telling consumers what they need is over. This new era calls for brands to join forces with creators and communities, working hand-in-hand to build content that resonates, drives impact, and ultimately redefines cultural relevance.
In 2024, we saw brands push creative limits, lean into trends, and connect with their communities in powerful ways, but 2025 is set to take it even further. The creative storytelling opportunities on TikTok are endless, and this year brands and creators will come together to continue to shape culture, spark fresh ideas, and accelerate business growth by tapping directly into what matters to the TikTok community.
– Sofia Hernandez, Global Head of Business Marketing, TikTok
TikTok What’s Next 2025 Trend Signals
The TikTok What’s Next 2025 report zeroes in on the most impactful and sustainable trends, which TikTok refers to as Trend Signals. These signals reflect evolving content patterns that highlight emerging behaviors and interests. Brands can tap into these patterns to shape a forward-looking content strategy.
TikTok have categorized these Trend Signals into three key groups:
- Brand Fusion
- Identity Osmosis
- Creative Catalysts
Brand Fusion
Are you ready to adapt to the new demands of your consumers for more?
- Signal 1: Creator Spread – A wider pool of creators for your brand builds relevance across niches.
- Signal 2: Trust Fund – Content that sparks conversations with consumers build genuine trust.
- Signal 3: Constant Confidant – Consumers will pay attention to the brands that are always there for them.
Identity Osmosis
Are you evolving your brand identity to meet dynamic consumer values?
- Signal 1: Power of Perspective – People are sharing their niche POVs to connect with global audiences.
- Signal 2: Girls are Girling – Female inclusivity will be integral to brands’ bottom lines.
- Signal 3: In OUR Era – Creators are redefining traditional life-stage marketing with more intimate personal goals.
Creative Catalysts
Are you exploring new efficiency tools to take more exciting creative risks?
- Signal 1: AI Eases Everyday – AI will give brands a creative edge by enabling faster ideation and production.
- Signal 2: Remix Recycle – Brands exploring fresh ways to remix their content will expand their identity.
- Signal 3: Comment to Cart – The comment section is the new focus group.
