TikTok’s 2025 insights might hold the key to your next big strategy
Quick trends fade, but cultural shifts last. TikTok’s 2025 insights show how marketers can move past fads to build meaningful connections.
TikTok trends can feel like a nonstop race.
They’re crucial for staying relevant, but chasing every trend that comes and goes is exhausting and doesn’t always guarantee results.
For brands targeting Gen Z, Millennials, and younger generations, blending into these customer profiles often means dedicating time and effort to jumping on—or even creating—trends.
The good news? Trends aren’t as chaotic as they seem.
Each year, TikTok releases its “What’s Next” Trend Report, an analysis and prediction of cultural shifts shaped by user behavior on the platform.
Using its Speeds of Culture methodology, TikTok categorizes trends based on how they evolve—from quick viral moments to patterns with long-term influence.
The 2025 report is based on data gathered from 2022 to 2024, including surveys, simulated TikTok environments, and advanced analytics.
In this article, we’ll explore the key predictions from the report, highlighting how certain trends have evolved into major momentum shifts that may shape user behavior in 2025.
💡 Pressed for time? Here’s what matters:
- Trends move fast, but not all of them last. TikTok’s 2025 report focuses on cultural shifts that go beyond fleeting moments, offering a deeper look into user behavior and values.
- Brand Fusion: Work with diverse creators to build authentic connections in niche communities. Consistency and trust matter more than flashy campaigns.
- Identity Osmosis: Reflect what your audience cares about. Today’s users prioritize inclusivity, personal growth, and individual milestones over traditional achievements.
- Creative Catalysts: Tools like AI and remixing make it easier to act on trends quickly. Refresh older content to align with new trends without starting from scratch.
- Stay ahead with a clear plan. Check out our actionable to-do list for specific steps to act on TikTok’s 2025 insights and turn trends into strategies that work.
1. Brand Fusion — Brands teaming up with creators to stay relevant
One of the standout predictions for 2025 is the concept of Brand Fusion.
This isn’t about just hiring big-name influencers anymore. Instead, it’s about forming meaningful partnerships with creators who can help you connect with specific, often niche, communities.
These creators bring authenticity that traditional ads can’t replicate, making your brand feel more relatable and in tune with your audience.
Creator spread — using diverse creators to connect with new audiences
Relying on one or two high-profile influencers isn’t enough anymore. Brands that succeed are the ones that partner with a wide range of creators, including those who resonate with smaller, more focused communities. For example, L’Oréal teamed up with a science comedian to make sunscreen approachable and fun. It wasn’t flashy, but it hit the right audience in a unique way.
Takeaway: If you’re not already diversifying your creator partnerships, start now. Look for creators who can authentically speak to smaller but passionate groups within your audience.
Trust fund — building trust with relatable and fun content
People don’t want to feel like they’re being sold to all the time. What they respond to is content that feels personal and engaging. RBC Bank, for instance, worked with creators to simplify financial topics in an approachable way. It wasn’t about promoting products—it was about breaking down barriers and starting conversations.
Takeaway: Think about how your brand can use storytelling or humor to connect with your audience. Sometimes, answering a question or sharing a fun moment is more impactful than pitching a product.
Constant confidant — showing up consistently for your audience
Your audience wants to feel like you’re always there—not just when you’re launching a big campaign. Brands like Starface do this well by posting regularly and engaging with their community in everyday ways.
Takeaway: If you want to build trust, you need to stay visible. Make your brand a consistent part of your audience’s day-to-day life by posting meaningful and relatable content year-round.
Atikah Amalia
2. Identity Osmosis — Letting consumer values shape your brand’s identity
Your audience’s values are changing, and staying relevant means paying attention. Identity Osmosis is about reflecting what your audience cares about, whether it’s inclusivity, personal growth, or breaking away from outdated milestones.
Girls are girling — supporting women’s voices and stories
Women are using TikTok to share their real, unfiltered stories. These aren’t just posts—they’re movements. Cash App tapped into this by hosting events during the WNBA finals that celebrated women’s empowerment. It wasn’t just smart marketing; it showed they understood their audience.
Takeaway: Support real stories and align your brand with the communities you want to reach, especially women-led conversations.
In OUR era — celebrating personal growth instead of old milestones
People are redefining success. Instead of focusing on traditional markers like getting married or buying a house, many are prioritizing mental health, hobbies, and individual achievements. DoorDash leaned into this by highlighting how they help users reach their personal goals, like funding side hustles or saving time.
Takeaway: Show your audience how your brand fits into their unique journey. It’s not about pushing them toward traditional goals—it’s about helping them succeed on their terms.
3. Creative Catalysts — Using smart tools to create better content faster
It’s not just what you say—it’s how you create it. TikTok’s Creative Catalysts trend highlights tools and strategies, like AI and content remixing, that make it easier to keep up with trends and produce high-quality content quickly.
AI eases everyday — using AI to simplify content creation
AI isn’t just for tech giants anymore. Tools like TikTok’s Symphony Assistant can help you turn trending topics into polished scripts and ideas in minutes. Whether you’re part of a big team or working solo, this kind of tech makes content creation less overwhelming.
Takeaway: If you haven’t explored AI tools yet, now’s the time. They can help you save time, experiment, and stay ahead of fast-moving trends.
Patrecia Meliana
Remix recycle — refreshing old content to match new trends
Not every campaign has to start from scratch. Mercedes-Benz, for example, took travel-focused content they’d already created and adapted it for TikTok, using photos instead of videos. It gave their content a fresh spin while saving time and resources.
Takeaway: Revisit your existing content to see what you can refresh or tweak for today’s trends. It’s a simple way to stay relevant without reinventing the wheel.
No one can predict the future with complete certainty, and TikTok’s 2025 trends are no exception. A viral moment, a cultural movement, or a new technology could disrupt everything overnight. That’s why flexibility is key. Use these predictions as a guide, but stay ready to adapt when momentum shifts or new opportunities arise.
What to do next: Applying TikTok’s trend insights
- Spot early signals in TikTok’s trending data
Early signals of momentum can be found in TikTok’s Trending Tab, Creative Center, and platform-specific hashtags. Look for trends in engagement metrics, like increasing video creations or rising hashtag views within a specific topic or community.
Action: Check the Trending Hashtags section in TikTok’s Creative Center or use third-party tools like Trendpop to see emerging themes. For example, if a new hashtag like #EcoHack grows from 10,000 to 100,000 views in days, it could signal growing interest.
- Use engagement metrics to separate moments from movements
Track trends that go beyond viral spikes by analyzing video creation rates, remixes (Duets/Stitch), and engagement longevity over weeks.
Action: Focus on trends in TikTok’s Creator Analytics or tools like Brandwatch. A trend with sustained participation, like #WomenInSTEM gaining community-driven content over months, is more likely to evolve into a movement.
- Match signals to audience behavior and preferences
Align signals with insights about your audience’s age, interests, and viewing habits. TikTok’s Audience Insights tool can help you understand who’s engaging with a trend.
Action: Filter TikTok trends by region or demographic to see how your audience interacts. For example, if Gen Z users are driving interest in #QuietLuxury, consider how your brand could participate authentically.
- Collaborate with niche creators driving momentum
Creators often amplify trends early. Use the Creator Marketplace or direct outreach to find those consistently engaging in relevant niches, like beauty, fitness, or finance.
Action: Identify creators using TikTok’s Creator Marketplace to search by category or hashtag activity. For instance, collaborate with creators actively producing under trending topics like #5To9 or #SkinTok.
- Prepare adaptable content for quick trend participation
Trends can emerge quickly, so having flexible content templates makes it easier to join in. Templates should include formats like tutorials, challenges, or humor-based skits.
Action: Build videos with reusable structures—for example, a product tutorial with placeholder music or text that can be swapped out to match trending sounds or memes.
- Use AI tools for faster ideation and editing
AI tools help create content that aligns with fast-moving trends. TikTok’s Symphony Assistant, CapCut, and Jasper AI can speed up the creative process.
Action: Use TikTok Symphony Assistant to turn trending keywords into scripts or ideas. CapCut allows you to edit videos quickly with trending effects or templates.
- Monitor TikTok comments to refine your approach
Comments on trending videos reveal audience sentiment. Look for recurring themes, questions, or critiques that indicate deeper engagement.
Action: Track comments using TikTok’s platform or tools like Sprinklr. For example, if users repeatedly ask for product details under a #Granfluencer trend video, respond by creating detailed follow-up content.
- Balance short-term trend jumps with your brand story
Use trends to engage in the moment, but always connect content back to your brand’s purpose. Consistency matters more than jumping on every trend.
Action: For example, if your brand promotes sustainability, tie trending formats like #EcoHacks to your sustainable product features rather than chasing unrelated topics.
- Track deeper insights with TikTok’s advanced tools
Beyond trends, use TikTok’s Ad Manager or analytics to measure how participation impacts metrics like reach, watch time, and engagement rates.
Action: Analyze campaign reports to see if jumping on a trend led to a measurable impact. Did the #5To9 trend improve click-throughs to your product? If not, refine your future participation.
- Plan follow-ups for trending content
Viral trends fade, but the conversation around them can linger. Build follow-up content to keep your brand in the conversation even after momentum slows.
Action: For example, if your video succeeds under a trend like #AIArt, create a “How we made this” or “Behind the scenes” video to keep the audience engaged.
