TikTok has released its fifth annual What’s Next 2025 Trend Report, providing insights into the evolving preferences of its user community and the direction of marketing strategies on the platform.
The report highlights three key trends: Brand Fusion, Identity Osmosis, and Creative Catalysts.
The report states that two out of three TikTok users appreciate when brands collaborate with multiple creators.
Additionally, 81 per cent of users say they have discovered new topics and trends on TikTok that they did not previously engage with, creating a globally connected and engaged community.
General Manager, Global Business Solutions, Middle East, Turkey, Africa, Central and South Asia Shadi Kandil said: “In 2024, we saw brands push creative limits, lean into trends, and connect with their communities in powerful ways, but 2025 is set to take it even further. The creative storytelling opportunities on TikTok are endless, and this year brands and creators will come together to continue shaping culture, sparking fresh ideas, and accelerating business growth by tapping directly into what matters to the TikTok community.”
What is brand fusion?
Brand Fusion refers to a marketing approach where brands evolve to be more responsive and build lasting relationships with audiences.
The report highlights the role of the platform’s Creator Marketplace in enabling brands to collaborate with a diverse range of creators, from product reviewers to influencers.
The report notes that brands partnering with multiple creators can reach varied audiences and facilitate authentic storytelling.
Custom codes and exclusive offers can further enhance engagement. The report states that 40 per cent of TikTok users find brands showcasing personality more relevant, while 45 per cent of social and video platform users say brand relevance comes from feeling understood.
A case study included in the report highlights Decathlon’s participation in TikTok Creator Marketplace, which enabled the brand to collaborate with fitness enthusiasts. By integrating Spark Ads, Decathlon expanded its reach in the UAE, Kuwait, and Qatar, achieving a 71 per cent increase in view-through rates.
The report suggests that brands should use diverse content formats such as street interviews, behind-the-scenes content, and insights to engage audiences and build community trust.
What is identity osmosis?
Identity Osmosis refers to brands aligning with evolving consumer values. The report states that TikTok communities are redefining representation by embracing diverse perspectives and niche viewpoints.
The report highlights the role of TikTok Symphony Dubbing in facilitating brand communication in multiple languages. According to TikTok, 81 per cent of users say they have discovered new topics and trends through the platform.
A case study from Michael Kors’ back-to-school campaign in Saudi Arabia, UAE, and Kuwait illustrates this trend. The brand collaborated with creators in travel, beauty, and lifestyle categories through the TikTok Creator Marketplace. The campaign generated over 58 million impressions and reached 8.3 million users.
The report highlights TikTok’s role in shifting conversations around identity and life experiences. Women’s communities on TikTok have formed through shared experiences, with 72 per cent of women on the platform stating it is easy to connect with others over common interests.
The report also mentions communities such as #WomeninSTEM, which unite women in the technology and science fields.
The report notes that TikTok is influencing conversations around personal finance and well-being. Topics such as student debt, mental health, and financial literacy are gaining traction, with 50 per cent of social and video platform users seeking content that reflects their own experiences.
Creative catalysts
Creative Catalysts refer to new tools and approaches that enable brands to take creative risks. The report highlights the growing role of AI in marketing strategies.
The platform users are 1.4 times more likely than users on other platforms to anticipate Generative AI in advertisements. Features such as Symphony Assistant provide brands with real-time data on trending content and generate ready-to-use creative concepts.
As content demand increases, brands are shifting towards a mix of storytelling formats. The report notes that 76 per cent of TikTok users enjoy a combination of images and videos. Features like Image Ads allow brands to quickly adapt to trends and engage audiences.
The report also highlights the role of TikTok’s comment section, with 68 per cent of users stating that brands should use comments to better understand their audience.
The ‘What’s Next 2025 Trend Report’ provides insights into TikTok’s evolving marketing landscape, highlighting how brands can engage with communities, leverage AI, and develop diverse storytelling strategies.
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