In TikTok’s annual “What’s Next” report, the company shares insights into the top trends and strategies we’ll see on the platform in 2025. The first takeaway from the report is that TikTok is encouraging brands to do more collaborations and partnerships. Two out of three TikTok users appreciate it when brands collaborate with different types of creators, and it also helps brands reach niche audiences. One of the biggest examples of collaborative posts is the Squad Busters game campaign, which reached 261 million people.
The report also highlights that to remain authentic, brands need to post relevant content without neglecting their identity. 45% of TikTok users say they feel understood when brands post relevant content, and 40% say they like it when brands show their personality through content. Brands can do well on TikTok by taking a more diverse approach to their content, with 81% of TikTok users saying the platform helps them learn about different topics and trends they were previously unaware of. states. One of the biggest drivers of engagement is also campaigns that encourage users to share their personal stories.
On TikTok, women often bond over the topic of girlhood, with 72% of women on the platform easily connecting with communities who share the same experiences. There’s a lot of content related to Girls’ Generation, from self-care and ASMR to clothing and hairstyles. AI also plays a key role in driving user engagement. According to the report, TikTok users are 1.4 times more likely to be impressed by the use of generative AI in ads than users on other platforms. Comments also have great value on TikTok, with 68% of users believing that brands should read comments to understand their audience for feedback and suggestions.
76% of users say they like watching a combination of videos and images on TikTok. This creates deeper connections between brands, allowing them to take a multi-format storytelling approach. The report also said that 50% of users like seeing content similar to their own lives, and that TikTok is helping users redefine their milestones. TikTok has many accessibility tools like the Symphony tool that can also help brands connect with their audience. The final part of the report notes that there are many niche communities such as #CorporateBaddies, #WomenInSTEM, #Delulu, and #Granfluencers that are helping the platform rebuild identity and maintain cultural relevance. states.
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