The TikTok What’s Next 2025 Report Hinges on Brand Fusion, Identity Osmosis, and Creative Catalysts
The TikTok What’s Next 2025 Trend Report paints a vivid picture of a platform that has evolved from a space for short, viral dance clips to a global stage for cultural exchange, brand innovation, and digital storytelling.
With three overarching themes – Brand Fusion, Identity Osmosis, and Creative Catalysts – the report highlights how brands can stay ahead in the fast-paced world of digital content.
Here’s a deep dive into the trends shaping the future of brand marketing in 2025.
Brand Fusion: Building Deeper Connections
TikTok’s first trend, Brand Fusion, emphasises the power of authentic connections.
It’s no longer about polished, ad-like content but about embracing the messy, human side of brand storytelling.
This shift is driven by the understanding that today’s consumers crave authenticity and connection.
According to the report, brands that broaden their creator base by up to 50% can significantly increase their relevance across niches.
For instance, L’Oreal Paris partnered with science comedians to promote sunblock in a relatable, humorous context, while RBC Bank used street interviews to bridge the emotional gap between financial services and everyday consumers.
This trend signals a seismic shift in marketing – one that prioritises human experiences and authentic connections over perfectly polished narratives.
At its core, Brand Fusion is about breaking down the walls between brands and their audiences.
It’s about becoming a ‘constant confidant’ – a brand that isn’t just there to sell, but to engage, listen, and grow alongside its community.
This is crucial in a landscape where 45% of social platform users say a brand becomes relevant when it demonstrates understanding of their needs.
For brands, this means investing in genuine conversations, creating real-time connections, and cultivating relationships that go beyond transactional moments.
Identity Osmosis: Rethinking Representation
Gone are the days when brands could rely on one-dimensional demographic segmentation.
Identity Osmosis reflects a growing demand for brands to organically integrate evolving consumer values into their narratives.
With 81% of TikTok users discovering new topics they didn’t know they liked, the platform is pushing for a more inclusive and empathetic approach.
It’s about moving past outdated labels and connecting with audiences based on their shared experiences, passions, and values.
Campaigns like #HistóriasdeOrgulhoOi and Cash App’s WNBA Finals celebrations reflect this shift, highlighting the power of personalised storytelling.
Moreover, this trend signals a critical pivot towards understanding and reflecting the diverse identities that populate the digital world.
Brands that can navigate this complexity and embrace the ‘power of perspectives’ will not only stay relevant but also thrive in an environment where consumers demand representation that is both authentic and meaningful.
It’s about moving from superficial tokenism to genuinely resonant brand narratives that speak to the lived realities of diverse communities.
Creative Catalysts: The Future of Content Creation
In 2025, the creative process is being redefined.
TikTok’s Creative Catalysts theme encourages brands to experiment boldly, using tools like AI to break creative boundaries.
From Lidl’s #potaxie avocado-themed universe to DoorDash’s #5to9 side hustle campaigns, the focus is on creating content that surprises and delights.
With 76% of users enjoying a mix of images and video, the platform is becoming a playground for experimental storytelling, where memes, custom sounds, and dynamic visuals reign supreme.
This approach isn’t just about keeping up with trends – it’s about leading them.
AI, remix culture, and real-time community feedback are transforming how brands interact with their audiences, making the creative process faster, more responsive, and more impactful.
Brands that can harness this momentum will not only capture attention but also build lasting cultural capital in a hyper-connected world.
The TikTok What’s Next 2025 report isn’t just a snapshot of the year ahead – it’s a roadmap for brands looking to stay culturally relevant and digitally nimble.
As the lines between creators, communities, and brands continue to blur, those that embrace this fluidity will lead the charge in shaping the digital landscape of tomorrow.
In a world where authenticity and agility define brand success, TikTok’s insights provide a valuable guide for those ready to take the leap.
For marketers, this means more than just adapting – it means transforming the way they think, create, and connect in an ever-evolving digital world.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
