In TikTok’s annual ‘What’s Next’ report, the company shares insights about top trends and strategies that we are going to see on the platform in 2025. The first takeaway from the report is that TikTok is recommending brands to have more collaborations and partnerships. 2 in 3 TikTok users appreciate and like it when brands collaborate with different types of creators, and it can help brands reach niche audiences too. One of the greatest examples of collaboration post is Squad Busters gaming campaign which reached 261 million people.
The report also highlights that brands should post relatable content without ignoring their own identity to stay authentic. 45% of the TikTok users said that they feel understood when brands post relevant content, and 40% of them like it when brands show their personality through their content. Brands can also do well on TikTok if they take a more diverse approach in their content, with 81% of the TikTok users saying that they get to know a lot of different topics and trends they didn't know about before through this platform. One of the biggest engagement drivers is also the campaigns which make users share their personal stories.
Women bond a lot on TikTok through topics of girlhood, and 72% of the women on the platform easily connect with communities with the same shared experiences as them. There is a lot of content about girlhood, which encompasses content from self care and ASMR, to clothing and hairstyles. AI is also playing an important role in fueling user engagement. The report says that TikTok users are 1.4 times more likely than users of other platforms to get impressed from usage of generative AI in ads. Comments also hold a big value on TikTok with 68% of the users believing that brands should read comments to understand their audiences as they have feedback and suggestions.
76% of the users said that they like seeing a mix of videos and images on TikTok. It helps them connect more so brands can take the approach of multi-format storytelling. The report also says that 50% of the users love seeing content that is similar to their lives and TikTok is helping users redefine their milestones. TikTok has a lot of accessibility tools like Symphony tools that are also helping brands connect with their audiences. The last part of the report states that there are a lot of niche communities like #CorporateBaddies, #WomenInSTEM, #Delulu and #Granfluencers which are helping the platform reshape their identity and are helping it remain culturally relevant.
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The report also highlights that brands should post relatable content without ignoring their own identity to stay authentic. 45% of the TikTok users said that they feel understood when brands post relevant content, and 40% of them like it when brands show their personality through their content. Brands can also do well on TikTok if they take a more diverse approach in their content, with 81% of the TikTok users saying that they get to know a lot of different topics and trends they didn't know about before through this platform. One of the biggest engagement drivers is also the campaigns which make users share their personal stories.
Women bond a lot on TikTok through topics of girlhood, and 72% of the women on the platform easily connect with communities with the same shared experiences as them. There is a lot of content about girlhood, which encompasses content from self care and ASMR, to clothing and hairstyles. AI is also playing an important role in fueling user engagement. The report says that TikTok users are 1.4 times more likely than users of other platforms to get impressed from usage of generative AI in ads. Comments also hold a big value on TikTok with 68% of the users believing that brands should read comments to understand their audiences as they have feedback and suggestions.
76% of the users said that they like seeing a mix of videos and images on TikTok. It helps them connect more so brands can take the approach of multi-format storytelling. The report also says that 50% of the users love seeing content that is similar to their lives and TikTok is helping users redefine their milestones. TikTok has a lot of accessibility tools like Symphony tools that are also helping brands connect with their audiences. The last part of the report states that there are a lot of niche communities like #CorporateBaddies, #WomenInSTEM, #Delulu and #Granfluencers which are helping the platform reshape their identity and are helping it remain culturally relevant.
Read next: Study Reveals Best US Cities for Influencers: Long Beach Tops Rankings for Career Success
