9 TikTok Trends That Your Brand Mustn’t Ignore In 2025

Social media platform TikTok has revealed the trends that it believes are set to shape brand communication in 2025.

According to TikTok’s What's Next trend report for 2025, the platform’s users are set to craft content this year that shall “reshape” marketing, as well as the future of business growth – an approach that the social media company is billing as "Brand Chem." 

As per TikTok, Brand Chem is about creating authentic connections between brands and audiences, where shared values lead to impactful content and collaborations that redefine cultural relevance.  

Keeping this premise in mind, here are the nine trends that TikTok believes can help you and your brand toward becoming more culturally resonant in 2025: 

1. Creator Spead

By embracing collaborations with a wide range of creators – whether subtle reviewers or high-energy personalities – through tools like TikTok’s Creator Marketplace, brands can now tell stories on a larger scale and engage with diverse communities, moving beyond traditional one-creator partnerships. In fact, two out of three TikTok users prefer when brands partner with multiple creators. 

As an example, the report highlights Decathlon, a leading global sporting goods retailer, which leveraged TikTok’s Creator Marketplace to engage fitness enthusiasts across the UAE, Kuwait, and Qatar. By partnering with diverse creators and using Spark ads, Decathlon boosted reach, raised product awareness, and increased view-through rates by 71 percent, proving the power of the right creator partnerships for cost-effective engagement. 

2. Trust Fund 

According to TikTok, to build real connections, brands must meet communities where they are, and share unfiltered content – like street interviews, behind-the-scenes moments, and thoughtful insights – to help foster trust and strengthen audience relationships.  

Such an approach can drive engagement, with 40 percent of TikTok users reporting that they find brands more relevant when they showcase personality. 

3. Constant Confidant 

As communities and creators form deeper bonds with the brands they love, they’re looking for more than just transactions – they want true partnerships built on mutual growth. Brands are responding by embracing uplifting, authentic messaging that fosters connection and turns everyday moments into powerful, year-round engagement opportunities.  

One tool that brands can use is TikTok’s Creative Exchange, which can enhance these connections through collaborations with creative experts in specialized niches, making their content even more meaningful and impactful. In fact, the report reveals that 45 percent of social and video platform users consider a brand relevant when it shows a clear understanding of their needs. 

4. Power Of Perspectives 

Real-life representation was once confined to what marketers considered relatable or profitable. Now, individuals are amplifying their “power of perspectives,” forging authentic connections with audiences around the world. On TikTok, brands can achieve a dynamic exchange with creators and communities with tools like TikTok Symphony Dubbing, which enables global brands to communicate in native languages, making content more accessible and emotionally resonant. Based on the report, 81 percent of users discovered new topics and trends they didn’t know they liked on the social media platform.   

Brands should also leverage point-of-view (POV) storytelling to bring products to life, sharing their journey from creation to everyday use. By weaving these narratives into relatable experiences, businesses can foster deeper audience connections and strengthen brand affinity. The report points to how unique and niche perspectives — such as the Latino boyfriend experiences and the viral "you’re breaking up with me but..." trends are sparking fresh conversations and forming new communities. 

5. Girls Are Girling

The report also highlights how "Girlhood" has evolved from a once-limited narrative into a vibrant space for women to celebrate diverse stories and connect. Brands can foster loyalty by tapping into TikTok’s "femininomenon," collaborating with women, uplifting male allies, and championing sisterhood and self-care. 

72 percent of the women surveyed say they easily bond with others who share similar life experiences — a shift that is encouraging brands to rethink their messaging and prioritize inclusivity. By tapping into communities like #WomeninSTEM, brands can have the opportunity to unite and amplify the voices of women from all walks of life, particularly those in tech and science.   

6. In Our Era 

With 50 percent of users across social and video platforms looking for content that reflects their own experiences in the current age, recognizing consumers' personal milestones will enable marketers to connect with them during pivotal moments of change and development, helping them navigate important purchases and decisions.   

A notable example is the collaboration with Yara Aziz, TikTok’s 2024 Creator of the Year, who saw the creator engage her 4.9 million followers with an interactive video to achieve over 58 million impressions and reach 8.3 million users. By leveraging authentic storytelling and influential voices, the campaign blended fashion with everyday academic life, making a lasting impact on users. 

7. AI Eases Everyday 

Tiktok is turning artificial intelligence (AI) into a tool for marketers to create bold content and take creative risks, though the report highlights that the technology was initially met with skepticism and uncertainty about its impact. Now, both users and brands dive into its creative potential for everyday activities – from styling outfits and visualizing home renovations, to writing scripts with Symphony Assistant – a creative assistant powered by data which allows brands to use artificial intelligence (AI) to craft personalized experiences within their apps. 

This fun, imaginative use of AI is transforming it from a futuristic concept into a practical tool that sparks curiosity and innovation. TikTok users are 1.4 times more likely to look forward to generative AI in ads compared to users on other platforms, finds the report. 

8. Remix Recycle 

By finding innovative ways to repurpose and remix their content in video and photo formats, brands can strengthen and expand their identity. By using tools like Symphony Assistant and Image Ads – which allow brands to share photos rather than videos – marketers can jump on trends and create fresh narratives while experimenting with different formats

This strategy resonates with TikTok’s user base, with 76 percent of users enjoying a blend of images and video.  

9. Comment To Cart 

While brands have traditionally relied on focus groups to launch products, a method that can be expensive and time-consuming, they can now use real-time feedback from comments to drive innovation. Whether it's refining existing products or introducing new flavors, real-time comments can help to foster collaboration between consumers and brands, empowering users to have a say in product development, strengthening trust and turning them into dedicated advocates.  

In fact, 68 percent of users believe brands should leverage comments to better understand their audience and create more impactful content, according to the report. 

Tiktok’s What’s Next trend report for 2025 was developed based on data from the Global TikTok Marketing Science team, gathered through various third-party commissioned studies that employ mixed methods, including quantitative online surveys, exposure to stimuli in a simulated TikTok environment, and advanced analytics, with a focus on studies from 2022 to 2024.   

All images in article courtesy TikTok’s What's Next trend report for 2025.