And what insights may influence the future strategy?
Every year, TikTok publishes its “What’s Next” Trend Report, analyzing and forecasting cultural shifts driven by user activity on the platform. The 2025 report is based on data collected between 2022 and 2024, including surveys, simulated TikTok environments, and advanced analytics.
We prepared a summary of key points: how can brands build trust and relevance on TikTok in 2025? What strategies should brands use to connect authentically with niche communities? How is TikTok evolving as a search and discovery platform? And others!
Brand Fusion
Success lies in partnering with diverse creators who connect authentically with niche communities. Instead of relying on big influencers, brands should collaborate with creators like science comedians or local TikTokers to build trust and relatability.
Building Trust
Content that feels personal and fun, like RBC Bank’s approachable financial tips or Starface’s regular engagement, fosters genuine connections. Consistency and storytelling are crucial for long-term trust.
Identity Osmosis
Align your brand with evolving values such as inclusivity and personal growth. Campaigns supporting women’s voices or highlighting individual journeys resonate deeply with Gen Z and Millennials.
Creative Tools
Use AI and remixing tools to produce trend-relevant content quickly. Refresh existing content for new trends, like Mercedes-Benz’s travel posts, to stay relevant without starting from scratch.
TikTok as Search
The platform is becoming a primary search engine for young users. Optimize videos with keywords, hashtags, and spoken mentions to boost discoverability and capitalize on TikTok’s influence on purchasing decisions.
Trend Monitoring
Track early signals via TikTok’s Trending Tab and analytics tools. Collaborate with niche creators and prepare flexible content templates to join trends swiftly. Use AI tools for faster ideation and editing.
Deep Insights
Use TikTok’s analytics to measure the impact of trend participation on engagement and conversions. Follow up with additional content to sustain conversations even after trends fade.
In 2025, TikTok will continue to confidently dominate the world of short videos. The platform will become even more multimedia-rich and versatile, opening new horizons for creators and viewers. Innovative formats and expanded tools will make content more vibrant and engaging, while the development of augmented reality and interactive features will completely revolutionize the user experience. Monetization will reach new heights, providing creators and brands with more opportunities to earn and promote their ideas. Ultimately, TikTok will evolve into a true digital ecosystem – a place where entertainment, education, and commerce seamlessly come together.
