Today, TikTok has unveiled its What’s Next Report of 2025, its fifth annual trend forecast for marketers and brands. However, while this report is aimed at marketers, creators can learn a lot from it.
At the heart of this new report is what TikTok dubs the ‘Brand Chem’ movement. This involves brands “join[ing] forces with creators and communities, working hand-in-hand to build content that resonates, drives impact, and ultimately redefines cultural relevance.”
This report also hones in on the most impactful trends, which are referred to as ‘Trend Signals.’ These Trend Signals are helpful because they highlight emergent patterns in consumer behavior, which creators, in turn, can keep in mind as they curate content for their audiences.
The report hones in on three Trend Signals in total: ‘Brand Fusion,’ ‘Identity Osmosis,’ and ‘Creative Catalysts.’
Brand Fusion
Brand Fusion, first and foremost, refers to “a dynamic state where a brand gains renewed vigor, becoming more responsive and ready to build lasting bonds.”
This can be achieved in two ways: by brands collaborating with a diverse range of creators and being more authentic. This is supported by the fact that 2 out of 3 TikTok users claim they favor brands that work with various creators.
Moreover, 40% of TikTok users said that they prefer brands with personality. Meanwhile, 45% said they value brands where they “feel understood.”
Identity Osmosis
Then, there’s Identity Osmosis, which is based on the idea that “brands are organically integrating evolving consumer values, allowing these shifting ideals to reshape their identity.”
TikTok is the perfect platform for this because it has a diverse range of niche perspectives on a variety of issues. The app plays an active role in reshaping narratives and building communities around “deeply personal,” universal issues like girlhood.
Indeed, given that 50% of users on social media platforms seek content that mirrors their lives, creators should emphasize their focus on being relatable.
Creative Catalysts
Last but not least, there are Creative Catalysts. In essence, this Trend Signal refers to “untapped tools for marketers to ideate, build, learn, and take more exciting creative risks than ever before.”
Naturally, AI is a massive part of this. TikTok already has a huge suite of AI tools and creators, brands, and advertisers would really benefit from getting more involved in AI on TikTok. This is because users of the app are 1.4x more likely than other platforms to look forward to Generative AI in ads.
The report also encourages brands, marketers, and creators to mix it up a little sometimes with videos and images, with 76% of TikTok users noting that they enjoy mixed media content.
This Trend Signal also highlights the importance of real-time feedback like TikTok comments, with 68% of users saying they want brands to utilize commenters. But this also can apply to creators, who can take commenters’ feedback on board to improve their content in 2025 constantly.
“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,” Sofia Hernandez, Global Head of Business Marketing for TikTok, said in a press release.
“The creative storytelling opportunities on TikTok are endless, and this year brands and creators will come together to continue to shape culture, spark fresh ideas, and accelerate business growth by tapping directly into what matters to the TikTok community.”
