TikTok ‘What’s Next’ Report: 10 Takeaways for Marketers

TikTok, once synonymous with viral dance trends, is transforming into a powerful marketing tool. Its annual “What’s Next” trend report offers a glimpse into emerging strategies and behaviours that are set to shape social media marketing in 2025. Below, we’ve summarised the top 10 insights to help marketers refine their strategies and better engage with audiences on TikTok.

Collaboration: Strengthening Connections Through Creators

TikTok champions collaboration, urging brands to work with a diverse range of creators. This approach fosters stronger connections with audiences and unlocks access to untapped markets.

• Key Findings:
  • Two-thirds of TikTok users appreciate brands that collaborate with creators from different niches.
  • Partnering with creators allows brands to reach unique audiences and increase their impact.
• Example:
  Supercell’s “Squad Busters” campaign partnered with both gaming and non-gaming creators, leading to a global reach of 261 million people.

Takeaway:

Collaborating with creators across varied industries enhances a brand’s visibility and relevance. A diverse portfolio of creator partnerships ensures your message resonates with different audience segments.

Authenticity: Winning Hearts Through Relatable Content

Authenticity remains a cornerstone of successful TikTok marketing. Users are drawn to brands that showcase genuine personality through relatable and engaging content.

• Key Statistics:
  • 40% of TikTok users find brands with relatable content more appealing.
  • 45% of users on social platforms feel more connected to brands that understand them.
• Strategies to Embrace Authenticity:
  • Share behind-the-scenes content.
  • Use storytelling techniques to humanise your brand.
  • Include casual street interviews to build relatability.

Takeaway:

To build trust and relevance, focus on content that reflects the human side of your brand. Authenticity builds stronger, lasting relationships with your audience.

Diverse Perspectives: Amplifying New Voices

TikTok is a hub for discovering fresh topics and trends, making it an ideal platform to amplify diverse voices.

• Key Insights:
  • 81% of TikTok users enjoy learning about topics they never knew they liked.
  • Campaigns that encourage personal storytelling drive higher engagement and audience interaction.

Example:

Encouraging users to share their stories can lead to campaigns that feel inclusive and relatable, fostering a sense of community.

Takeaway:

Integrating diverse perspectives into your campaigns helps brands stand out, connect with wider audiences, and stay culturally relevant.

Female Bonding: Tapping into the Rise of ‘Girlhood’

The concept of “girlhood” has emerged as a strong trend on TikTok, with women connecting over shared experiences and topics ranging from pay transparency to designer splurges.

• Key Insights:
  • 72% of women on TikTok feel the platform allows them to connect with others who share similar lived experiences.

Popular Themes in ‘Girlhood’:

• Pay transparency
• Self-care routines
• ASMR hairstyles and designer fashion

Takeaway:

Marketers targeting women can build impactful campaigns by engaging with themes of empowerment, transparency, and shared experiences.

AI-Fuelled Creativity: Innovating with Artificial Intelligence

TikTok users are embracing AI, with the platform offering free tools to integrate this technology into creative marketing campaigns.

• Key Findings:
  • TikTok users are 1.4 times more likely than those on other platforms to feel excited about Generative AI in ads.
  • Brands can use AI to create dynamic, interactive content that resonates with their audience.

Example:

Lidl leveraged AI to participate in the trending #potaxie universe, creating innovative shopping experiences that boosted customer engagement.

Takeaway:

Brands should experiment with TikTok’s AI tools to craft unique and memorable marketing experiences.

Value of Comments: Building Real-Time Engagement

TikTok’s comment section has evolved into a critical tool for consumer-brand interaction. It provides real-time feedback and opportunities for collaboration.

• Key Statistics:
  • 68% of TikTok users believe brands should utilise comments to better understand their audience.

Example:

Wingstop responded to TikTok comments by upgrading its Hot Honey Rub flavour to a permanent menu item. This move increased customer satisfaction and engagement.

Takeaway:

Brands should actively engage in comment sections to understand customer preferences, refine their offerings, and foster genuine interactions.

Dynamic Storytelling: Mixing Formats for Maximum Impact

Dynamic storytelling, which combines multiple formats such as videos, images, and text, is transforming content on TikTok.

• Key Insights:
  • 76% of TikTok users enjoy consuming a mix of videos and images.
  • Travel creators, for instance, use TikTok’s Image Ads to share destination tips in a swipeable, easy-to-digest format.

Takeaway:

Diversify your content formats to keep audiences engaged. Experiment with mixing videos, images, and text for a richer storytelling experience.

Redefining Milestones: Personal Goals Over Traditional Achievements

TikTok users are reshaping traditional milestones, such as homeownership and marriage, into more personal and relatable achievements.

• Key Data:
  • 50% of social media users seek content that reflects their personal goals and experiences.

Example:

DoorDash’s #5to9 campaign encouraged users to share how side hustles supported their passions and milestones.

Takeaway:

Focus on creating content that aligns with your audience’s individual aspirations rather than conventional societal milestones.

Accessibility: Reaching Global Audiences

TikTok’s Symphony tools are making it easier for brands to connect with multilingual and diverse audiences through accessible content.

• Key Features:
  • Dubbing tools for creating multilingual videos.
  • Custom AI-generated avatars to enhance engagement.

Example:

VietJet used AI-generated avatars with multilingual capabilities to increase ad recall and improve cost efficiency.

Takeaway:

Prioritise accessibility in your campaigns to reach a broader, more inclusive audience.

Emerging Communities: The Power of Niche Audiences

TikTok’s micro-communities are shaping the platform’s identity and cultural relevance. These niche groups provide opportunities for brands to engage deeply with specific audiences.

Popular Micro-Communities:

• #WomenInSTEM: Highlighting women excelling in traditionally male-dominated fields.
• #Granfluencers: Older influencers connecting with audiences of all ages.
• #CorporateBaddies: Celebrating confidence and style in corporate life.
• #Delulu: A lighthearted trend about embracing optimism, even if unrealistic.

Takeaway:

Identify and engage with relevant niche communities to build a loyal following and achieve higher engagement.

In Summary

TikTok’s “What’s Next” report underscores the platform’s evolution from a hub of entertainment to a powerful marketing channel. For marketers, the key takeaways are clear:

• Collaborate with diverse creators to build authentic connections.
• Embrace AI tools to craft innovative campaigns.
• Engage directly with audiences in comments to foster real-time interaction.
• Leverage dynamic storytelling and accessibility to cater to a wider audience.

TikTok’s success lies in its ability to humanise brands, prioritise engagement, and adapt to changing trends. As we head into 2025, these insights are invaluable for marketers aiming to stay ahead in the competitive world of social media marketing.