TikTok Shares Insights Into Emerging Brand Trends and Approaches

Looking to get ahead of the wave for the next big trends?

This could help. Today, TikTok has published its 2025 “What’s Next” report, which provides an overview of key trends and trend shifts in the app. And given TikTok’s broader cultural relevance, it’s likely a solid indicator of such shifts, which could make it a valuable resource for your planning.

You can download TikTok’s full “What’s Next” trend report here (with email sign-up), but in this post, we’ll take a look at some of the key notes.

This time around, the third time that TikTok has published its annual trend report, TikTok’s trend overview is split into three sections: “Brand Fusion”, “Identity Osmosis”, and “Creative Catalysts”.

As you can see, TikTok has focused on these core elements of connection to highlight the latest trends that are driving brand relevance, and resonance, in the app.

The report explores each of these concepts in detail, and breaks down what they mean for marketing planning.

In this note, TikTok suggests that brands should partner with a wider pool of creators to expand their messaging, and enhance trust in the app, as opposed to focusing on a single key creative partner.

Which probably makes sense if you’re partnering with smaller creators, though it does take more management, and you’ll likely still get more bang for your buck in partnering with big name creators if you can.

But the data suggests that this is a viable pathway to enhance brand connection, which could be another consideration for your brand.

Each segment of the report has an in-depth breakdown like this, providing valuable insight for your strategic planning.

TikTok has also provided data on emerging communities and discussion topics in the app:

While there are also case study examples in every segment, helping to present each note in application.

Also, there’s a whole section on AI:

Which, given the rise of generative AI over the past year, should come as no surprise, and it may help to better inform your own AI approach, based on how others are using these advancing technologies.

It’s a good report, with a heap of valuable pointers. And really, even if TikTok does end up being removed from the U.S., the trend notes here will still be relevant on other apps.

You can download TikTok’s 2025 “What’s Next” report here.