Physical Address
304 North Cardinal St.
Dorchester Center, MA 02124
TikTok has released its annual “What’s Next” trend report, which provides insight into new trends and strategies that will shape the coming year.
Here’s a breakdown of the key insights and takeaways from report.
Top 10 takeaways from the TikTok report
1. Cooperation
TikTok recommends brands partner with a wide range of creators to build more connections.
According to the report:
- 2 out of 3 TikTok users appreciate when brands collaborate with different creators.
- Partnering with creators in different niches helps brands reach unique audiences.
- Example: Supercell’s “Squad Busters” the gaming campaign included creators and creators of games and those who are not, reaching 261 million people worldwide.
2. Authenticity
Authenticity in branding continues to bring success. The report highlights:
- 40% of TikTok users find brands that show personality through relevant content more relevant.
- 45% of social/video platform users to say that a sense of “understanding” a brand increases relevance.
- Strategies like street interviews, behind-the-scenes content, and storytelling can help build your brand’s authenticity.
3. Different perspectives
TikTok’s report shows that brands are finding success by amplifying diverse voices and perspectives.
Key findings include:
- 81% of TikTok users they say the platform introduces them to new topics and trends they didn’t know they liked.
- Campaigns that encourage users to share their personal stories drive engagement.
4. Female bonding
TikTok’s report highlights the rise of “girly” topics and women connecting over shared experiences.
The report reveals:
- 72% of women on TikTok feel the platform makes it easier to connect with communities with similar lived experiences.
- Today’s “girly” topics range from salary transparency and self-care to “ASMR” hairstyles and designer splurges.
5. Creativity powered by artificial intelligence
TikTok users and brands are embracing AI.
The report highlights:
- TikTok users are 1.4x more likely rather than users on other platforms to feel excited about Generative AI in ads.
- Brands can use TikTok’s free tools to leverage AI.
- Example: Lidl joined the trends #potaxie a universe that uses AI tools to create new shopping experiences.
6. Value of comments
Comment sections on TikTok are becoming a tool for consumer-brand collaboration.
Key details include:
- 68% of TikTok users they believe brands should use comments to better understand their audience.
- Real-time feedback allows brands to update products or launch new ones based on consumer suggestions.
- Example: Wingstop upgraded its Hot Honey Rub flavor to a permanent menu item after demand grew in TikTok comments, increasing customer satisfaction.
7. Dynamic storytelling
TikTok is driving a shift towards dynamic storytelling across multiple formats.
According to the report:
- 76% of TikTok users enjoy the combination of images and videos.
- Example: Travel creators use TikTok’s image ads to share destination tips in a simple, swipeable format, taking the pressure off of capturing everything on video.
8. Redefining milestones
TikTok is reshaping traditional milestones like owning a home and getting married into more personal, relatable goals.
Key data includes:
- 50% of users of social and video platforms they are looking for content that reflects their own lives.
- Example: DoorDash’s #5 to 9 The campaign encouraged users to share how their side hustles help them achieve personal milestones and passions.
9. Accessibility
TikTok Symphony tools, such as sync and custom avatars, help brands connect with global audiences through multilingual and accessible content:
- Example: VietJet used AI-generated avatars with multilingual capabilities, increasing ad recall and consideration while maintaining cost efficiency.
10. Emerging communities
TikTok’s niche communities continue to shape the platform’s identity and cultural relevance.
Popular micro communities include:
- #WomenInSTEM – Highlighting women in areas traditionally dominated by men.
- #Granfluencers – Older generations socialize with audiences of all age groups.
- #CorporateBaddies – Celebrating confidence and style in corporate life.
- #Delulu – A carefree tendency to accept optimism, even if it is unrealistic.
In summary
TikTok the latest report shows that it’s no longer just a place for dance videos. Success here depends on real engagement, working with different creators and being flexible in line with trends.
The platform is committed to real conversations in the comments, not one-way marketing. While AI and new features are useful tools, authentic connections are most important.
For anyone planning their 2025 strategy, these community and engagement trends are worth watching.
Featured Image: Screenshot from TikTok’s ‘What’s Next’ trending report, January 2025.
