TikTok Shares Insights into Emerging Brand Trends and Approaches

Want to be ahead of the curve for the next big trends?

This might help. Today, TikTok released its 2025 What’s Next Reportwhich provides an overview of key trends and changing trends in the application. And given TikTok’s broader cultural importance, it’s likely a solid indicator of such changes, which could make it a valuable resource for your planning.

You can download TikTok’s full “What’s Next” trending report. here (along with email signup), but in this post we’ll look at some of the key takeaways.

this time, the third time After TikTok released its annual trend report, TikTok’s trend overview was divided into three sections: “Brand Fusion”, “Identity Osmosis” and “Creative Catalysts”.

As you can see, TikTok focused on these key connection elements to highlight the latest trends that drive brand relevance and resonance on the app.

The report explores each of these concepts in detail and breaks down what they mean for marketing planning.

In this note, TikTok suggests that brands should work with a wider set of creators to expand their messaging and increase trust in the app, as opposed to focusing on one key creative partner.

Which probably makes sense if you’re working with smaller creators, although it takes more management, and if you can, you’ll probably get more bang for your buck by partnering with big creators.

But the data suggests that this is a viable path to improving brand connection, which could be another consideration for your brand.

Each segment of the report has this detailed breakdown, providing valuable insight for your strategic planning.

TikTok also provided data on emerging communities and discussion topics within the app:

Although there are also case study examples in each segment, which help introduce each note in the application.

Also, there’s a whole section on AI:

Which, given the rise of generative AI over the past year, should come as no surprise, and could help you better inform your own approach to AI, based on how others are using these advanced technologies.

It’s a good report, with a bunch of valuable pointers. And really, even if TikTok ends be removed from the USthe trend notes here will still be relevant to other applications.

You can download TikTok’s “What’s Next” report for 2025 here.