TikTok Trends 2025: What TikTok’s What’s Next Report Means for Marketers

A dance that goes viral, a mouthwatering recipe, a video that makes you laugh: trends on TikTok never stop changing. As Gen Z’s favorite platform, TikTok keeps rewriting the rules of digital marketing.

TikTok has published its annual “What’s Next” trend report, and we’ve summarized it for you. Here are the TikTok trends 2025 brought into focus: the emerging behaviors and strategies the report says will shape the year.

Collaboration Drives Engagement

TikTok encourages brands to partner with a wide range of creators. Nearly two-thirds of users say they like seeing brands team up with different kinds of creators, which helps brands reach distinct, diverse audiences.

For example, Supercell’s “Squad Busters” campaign brought in creators, both gamers and non-gamers, and reached 261 million people. Collaborations like these go beyond straight promotion to create engaging, interactive experiences.

Authenticity Is a Must

Users value brands that come across as authentic. According to the report, 40% of users find brands more relevant when they show a relatable personality. Behind-the-scenes content, street interviews, and immersive storytelling all help build that authenticity.

Consumers expect brands to “speak their language” and share common values, which makes those brands feel closer and easier to relate to.

Diverse Perspectives Are an Asset

TikTok is a real springboard for diversity: 81% of users say the platform introduces them to new topics and trends. Campaigns that invite users to share their personal experiences encourage creativity and fresh ideas, paving the way for more inclusive content that reflects a varied, dynamic society.

Women Connecting: A Growing Community

The report highlights a wide range of topics popular with women, from pay transparency to self-care. With 72% of women saying TikTok makes it easier to connect with a community, brands can tap into this trend with targeted campaigns.

Women bond over shared interests, sparking trends like ASMR hairstyling videos and career advice, and engage more deeply around these topics.

AI as a Creative Engine

Users and brands alike are adopting TikTok’s AI tools. Lidl, for example, used AI to build experiences around the #potaxie trend and changed the way it engages its audience. Beyond making content easier to produce, AI helps tailor ad messages to different audiences and get more out of them.

The Power of Comments

Comments are no longer just interactions. They’re becoming a valuable source of insights for brands. Wingstop, for instance, turned a request from its TikTok comments into a permanent menu item, boosting customer satisfaction. Comments also open a direct dialogue with consumers and help build trust.

Dynamic, Multiformat Storytelling

TikTok is promoting multiformat storytelling that mixes video and images. This gives creators and brands plenty of flexibility to reach different audiences. Travel creators, for example, use TikTok’s image ads to share destination tips in a simple, engaging format.

Rethinking Life Milestones

TikTok users are redefining traditional life goals. DoorDash’s #5to9 campaign is a great example, spotlighting personal passion projects funded by side gigs. This trend pushes brands toward messages that speak to individual, modern aspirations.

Greater Accessibility

With tools like Symphony, TikTok makes it easier to create multilingual, accessible content. VietJet used AI avatars to extend the reach and impact of its ads. This kind of accessibility strengthens brand image and opens new opportunities in international markets.

Micro-Communities Shape Culture

TikTok keeps nurturing influential niches such as #WomenInSTEM, #Granfluencers, and #CorporateBaddies. These communities play a key role in keeping the platform culturally relevant. For brands, they’re an opportunity to target audiences precisely and build strong, authentic connections, and that social activity can also drive branded search on Google.

A Note for U.S. Brands

When this report came out, TikTok’s future in the United States was uncertain. That question has since been settled: in January 2026, TikTok’s U.S. operations moved to a new American majority-owned joint venture, TikTok USDS Joint Venture, which ended the threat of a U.S. ban. For marketers, that means the platform remains a channel worth planning for.

Now that you know the trends TikTok spotlighted, all that’s left is to create quality content. Our guides to growing your TikTok following and building a social media content calendar can help you get started.

Need a hand with your social media? Référenceur is a French-speaking digital marketing agency from Belgium and Luxembourg, and our social media marketing team works with U.S. businesses remotely, through video calls, shared screens, and monthly reporting. Get a free assessment today.