TikTok has released its fifth annual What’s Next 2025 Trend Report, offering insights into shifting user preferences and the future of marketing on the platform. The report identifies three core trends driving engagement and brand strategies: Brand Fusion, Identity Osmosis, and Creative Catalysts.
Key Insights:
- Collaborations with Creators: Two out of three TikTok users value brands that collaborate with multiple creators, enhancing authenticity and reach.
- Discovering New Topics: 81% of TikTok users report uncovering new topics and trends they hadn’t engaged with before, fostering a globally connected community.
- Brand Personality Matters: 40% of users find brands showcasing personality more relevant, while 45% feel a sense of relevance when brands demonstrate an understanding of their audience.
Shadi Kandil, General Manager of Global Business Solutions for the Middle East, Turkey, Africa, and South Asia, remarked, “In 2024, brands broke creative boundaries and connected deeply with their audiences. In 2025, they’ll take it even further by shaping culture, igniting fresh ideas, and driving growth through innovative storytelling tailored to the TikTok community.”
What is Brand Fusion?
Brand Fusion represents a shift in marketing where brands focus on building responsive and lasting relationships with audiences.
The report highlights the TikTok Creator Marketplace as a crucial tool for brands to partner with creators—ranging from product reviewers to influencers—to craft authentic stories. Collaborations with multiple creators allow brands to reach diverse audiences effectively. Features like custom codes and exclusive offers further boost engagement.
Case Study: Decathlon utilized TikTok Creator Marketplace to collaborate with fitness influencers. By incorporating Spark Ads, the campaign achieved a 71% increase in view-through rates across the UAE, Kuwait, and Qatar.
What is Identity Osmosis?
Identity Osmosis involves brands aligning themselves with evolving consumer values and embracing diversity. TikTok communities are reshaping representation by amplifying niche and varied perspectives.
The report also emphasizes TikTok Symphony Dubbing, which helps brands communicate in multiple languages.
Case Study: Michael Kors’ back-to-school campaign in Saudi Arabia, the UAE, and Kuwait leveraged creators from travel, beauty, and lifestyle categories. The campaign generated over 58 million impressions and reached 8.3 million users.
Women’s communities on TikTok are thriving through shared experiences, with 72% of women stating it’s easy to connect over common interests. Niche groups like #WomeninSTEM further spotlight TikTok’s influence in fostering connection and representation.
Additionally, TikTok is shaping discussions on topics like student debt, mental health, and financial literacy, with 50% of users seeking content that resonates with their own experiences.
Creative Catalysts: Redefining Innovation
Creative Catalysts refer to emerging tools and strategies that enable brands to push creative boundaries. AI is playing a growing role in TikTok’s marketing ecosystem, with platform users 1.4 times more likely than others to anticipate Generative AI in ads.
Features like Symphony Assistant provide brands with real-time data and ready-to-use creative concepts. The report also highlights the importance of diverse storytelling formats, with 76% of users enjoying a mix of images and videos.
TikTok’s comment section plays a vital role in engagement, as 68% of users believe brands should leverage comments to better understand their audience.