TikTok What's Next 2025 Trend Report - Brand Chem
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TikTok What's Next 2025 Trend Report - Brand Chem
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Cover slide featuring TikTok What's Next 2025 Trend Report branding with Brand Chem tagline and diverse group selfie photo
Split layout with bold title text on black background left, diagonal photo cutouts in cyan and pink on right
Three-section table of contents: 01 Methodology (pages 3-4), 02 Introduction - Brand Chem (page 7), 03 Trend Themes - Brand Fusion (8), Identity Osmosis (18), Creative Catalysts (28)
Left-aligned numbered sections with page references, right side features a stylish photo of person in leather jacket with sparkle graphics
Explains TikTok's Speeds of Culture methodology: Trend Moments (short-term creative prompts), Trend Signals (emerging user behaviors), and Trend Forces (enduring large-scale transformations). Report focuses on Trend Forces and Signals.
Two-column layout with explanatory text left and bubble chart visualization showing trend spectrum from short-term to long-term
Detailed research table listing 7 studies from 2022-2024 across US, UK, Canada, Australia, France, Germany, Italy, Indonesia, Brazil. Studies include Unlocking Business Impact, Science of Varied Content, Building Brands Across Languages, Global Diversity, Gen AI Perceptions, Comment Section Science, and Science of Images.
Full-width data table with color-coded rows showing Research Study, Markets, Source, and Methodology columns
Quote from Sofia Hernandez, Global Head of Business Marketing at TikTok: 'The creative storytelling opportunities on TikTok are endless, and this next year will bring the TikTok community even closer together.'
Centered quote card with neon cyan and pink border frame on dark background, large quotation marks
Introduces Brand Chem concept - the chemistry of listening, adapting, and transforming. Highlights 2024 brand bravery trends and previews 2025 themes: Brand Fusion, Identity Osmosis, and Creative Catalysts.
Three-column layout with Brand Chem definition left, descriptive text center, and lifestyle photo of diverse creator group right
Overview of three trend themes with their signals: Brand Fusion (Creator Spread, Trust Fund, Constant Confidant), Identity Osmosis (Power of Perspectives, Girls are Girling, In OUR Era), Creative Catalysts (AI Eases Everyday, Remix Recycle, Comment to Cart)
Three-column card layout with Brand Chem header and atom icon, each column lists theme and three signals with brief descriptions
Brand Fusion definition: A dynamic state where a brand gains renewed vigor, becoming more responsive and ready to build lasting bonds. Phonetic pronunciation included.
Bold section title on cyan background left half, isometric 3D illustration on right with brand-related icons
Quote from Ameneh Atai, GM of Audience Measurement at Nielsen, about nuance and inclusivity in content and advertising. Brands need to bridge the gap between representation and connection.
Quote text on left with attribution photo, TikTok phone mockup on right showing creator content with emoji reactions
As communities seek trusted voices, more people become creators. The traditional 70/20/10 marketing budget is outdated. Stat: 2 out of 3 TikTok users like when brands partner with a variety of creators. Case study: L'Oreal Paris partnered with science comedian @mister.emerson.
Multi-panel layout with trend signal label, description left, What's Happening/What's Next boxes top, phone mockup center, stats and case study cards right
Creative solutions: TikTok One Creator Marketplace for finding creators at scale. Gaming case: Supercell's Squad Busters strategy with gamers and non-gamers. Amplifier communities: #Granfluencers, #CoupleGoals. Visual cues: not over-edited, authentic aesthetic. Sonic: Commercial Music Library for Spark Ads.
Multi-card layout with creative solution, application, and community sections left; phone mockup center; visual cues and sonic identity cards right
Through street interviews, behind-the-scenes, and shared insights, brands foster trust. Stat: 40% of TikTok users feel brands showing personality are more relevant. Case study: RBC Bank launched a talk show with creators about financial emotions.
Multi-panel trend signal layout with description, What's Happening/Next boxes, phone mockup, stat, campaign objective, and vertical integration cards
Creative solution: LIVE Events for real-time audience connection. Auto case: Renault's 'WHAT THE FIVE SHOW' celebrating Renault 5 E-Tech via TikTok LIVE with French street artists. Amplifier community: #LIVE. Visual cues: IRL (In Real Life). Sonic: customer's voice with high-quality mic.
Multi-card In Action layout with creative solution, application, community sections; phone showing LIVE content; visual and sonic identity cards
Consumers expect brands as consistent partners. Stat: 45% of social/video platform users say brands become relevant when they demonstrate understanding. Campaign objective: Rebranding. Case: Star Face keeps always-on organic/paid presence in beauty.
Multi-panel trend signal layout with headphones icon, stat, campaign/vertical cards, and phone mockup showing beauty content
Creative solution: Partner Connect for vetted production partners. CPG case: Sour Patch Kids' Mischief for Change scholarship for HBCU students. Amplifier community: #CorporateBaddie. Visual cues: Human Emotion - expressive eyes, mascots. Sonic: mood playlists in CML.
Multi-card In Action layout with Partner Connect, CPG application, community hashtag, and visual/sonic guidance
Challenge: Only had animated assets, wanted new TikTok-native styles for UAE app installs. Solution: TTCX partners tested Narrative + Testimonial/Educational/Demo styles using Green Screen Effect and TikTok Styles. Impact: 70% lower CPI, 2.9x better CVR vs control.
Case study layout with challenge/solution/impact cards, brand description left, phone mockup with creator content right
Six-stage creative supply chain: 01 Planning (objectives/briefs), 02 Ideation (concepts/creative direction), 03 Production (creating/editing assets), 04 Measurement (engagement/ROI tracking), 05 Delivery (scaling for platforms/markets), 06 Approvals (stakeholder review).
Circular flow diagram with six numbered stages connected by dotted lines, each with icon and brief description
Identity Osmosis definition: Brands organically integrating evolving consumer values, allowing shifting ideals to reshape their identity. Phonetic pronunciation included.
Bold section title on pink/red background left, isometric illustration of brick wall with hands and social elements right
Quote from Dr. Marcus Collins, Author & Professor at University of Michigan: 'Our identities are culturally mediated and constantly evolving. We must see people beyond demographical labels and view them as social animals constantly negotiating our expression of self.'
Quote text on left with attribution and headshot, phone mockup on right showing music creator content
Niche POVs like Latino boyfriend perspectives and people with disabilities are fostering inclusive communities. Stat: 81% of social/video platform users say TikTok helps discover new topics. Campaign: Launch a Product with POV storytelling. Vertical: Gaming brand Volley Games tapped mosquito empathy trend.
Multi-panel trend signal layout with fire icon, description, What's Happening/Next boxes, phone mockup, stat, and application cards
Creative solution: TikTok Symphony Dubbing Feature for multi-language reach. TelCo case: Oi's #HistoriasdeOrgulhoOi (Stories of Pride) using Branded Mission. Amplifier community: #LGBTQIAP+. Visual cues: Direct Eye Contact. Sonic: Custom Sound for creator stories of pride positivity.
Multi-card In Action layout with dubbing feature, TelCo application, LGBTQIAP+ community, and visual/sonic cards
Girlhood on TikTok broadens beyond pink bows to include pay transparency, ASMR hairstyles, affordable dupes, and designer splurges. Stat: 72% of women on TikTok find it easy to connect around shared experiences. Campaign: Drive Loyalty. Vertical: Cash App + Flagrant + The Sports Bra celebrated WNBA finals.
Multi-panel trend signal with lipstick/kiss icon, description, stat, campaign/vertical cards, and phone mockup
Creative solution: TikTok Symphony Re-fresh Feature for creating multiple video versions. Build Community application: creators building networks around what girlhood means. Amplifier community: #WomenInSTEM. Visual cues: Quick Transitions. Sonic: Girl Pop Era with Tinashe's Nasty on CML.
Multi-card In Action layout with Re-fresh Feature, community building, WomenInSTEM hashtag, and visual/sonic guidance
Consumers prioritize mental health, personal happiness, and individual growth over traditional milestones. Stat: 50% of social/video platform users say culturally relevant content showcases authentic lifestyles. Campaign: Generate Qualified Leads. Vertical: Travel - @travelsbytash's 30 before 30 bucket lists.
Multi-panel trend signal with globe/community icon, description, stat, campaign/vertical cards, and phone mockup
Creative solution: Insights Spotlight for tracking popular trends among specific audiences. Food Delivery case: DoorDash promotes 'dashing' as reaching personal goals faster. Amplifier community: #5to9 (people sharing 5pm-9am personal passions). Visual cues: Words of Affirmation. Sonic: Calming audios for reflection.
Multi-card In Action layout with Insights Spotlight, DoorDash application, #5to9 community, and visual/sonic cards
Challenge: Maintain cost efficiency and grow global presence. Solution: Symphony Custom Avatars using AI-generated avatars from authorized brand ambassador footage with multilingual capabilities. Impact: Customized messages with expected uplift in ad recall and consideration.
Case study layout with challenge/solution/impact cards left, phone mockup with VietJet creator content right
Three macro communities: #hopecore (positivity/optimism), #corporatetok (working life energy), #nostalgiacore (past inspiration). Sub-communities include #Affirmations, #MomTok, #SelfCare, #Delulu, #SportsTok, #CorporateBaddies, #FinanceBro, #OfficeSiren, #WomeninSTEM, #retrogaming, #y2k, #granfluencers, #mobwife.
Grid of community cards organized under three macro themes with color-coded groupings (pink, teal, green)
Creative Catalysts definition: Untapped tools for marketers to ideate, build, learn, and take more exciting creative risks than ever before. Phonetic pronunciation included.
Bold section title on green background left, creative illustration of brain with tech tools (lightbulb, tablet, wrench) right
Quote from Aubrey Cattell, VP Developer Platform & Partner Ecosystem at Adobe: 'Creativity lies in empowering anyone with intuitive tools. Adobe Express introduces quick ways for marketers to harness creative and generative AI superpowers.'
Quote text on left with attribution and headshot, phone mockup on right showing creative content, green background
TikTok turns AI anxiety into excitement. Users embrace AI for styling, home renovations, illustrations, and script ideas. Stat: TikTok users 1.4x more likely to want Generative AI in more ads. Campaign: Drive App Download. Vertical: B2B - business owners sharing AI in everyday operations.
Multi-panel trend signal with magic wand icon, description, What's Happening/Next boxes, stat, campaign/vertical cards
Creative solution: Symphony Assistant for real-time trend insights and script-ready concepts. Grocery case: Lidl embraced #potaxie trend using AI tools for avocado-inspired universe. Amplifier community: #potaxie (LBTQ+ championed). Visual cues: Animation Reimagined. Sonic: AI Voiceovers with dynamic accents.
Multi-card In Action layout with Symphony Assistant, Lidl application, #potaxie community, and visual/sonic cards
Traditional seasons fading; on-demand shopping like #summerween in June. Formats like Image Ads let brands hop into trends quickly. Stat: 76% of TikTok users enjoy a mix of images and video. Campaign: Generate Qualified Leads via versioning. Vertical: Auto - retailers sweating same assets in new contexts.
Multi-panel trend signal with remix icon, description, stat, campaign/vertical cards, and phone mockup with Mercedes content
Creative solution: Image Ads for versioning both story angle and format. Travel case: Users sharing travel tips with Image Ads and posts. Amplifier community: #BlindBox (surprise and delight element). Visual cues: Meme-worthy content. Sonic: Play Around - music beat doesn't need to match photo transitions.
Multi-card In Action layout with Image Ads, travel application, #BlindBox community, and visual/sonic guidance
Brands use real-time comment feedback to innovate products. Stat: 68% of TikTok users say brands should use comment section to better understand consumers. Campaign: Launch a Product/Re-launch. Vertical: Retail - Rothy's went to comments to learn community needs.
Multi-panel trend signal with shopping cart icon, description, stat, campaign/vertical cards, and phone mockup
Creative solution: Spark Ads to amplify community voices. QSR case: Wingstop upgraded Hot Honey Rub to permanent menu flavor from community demand. Amplifier community: #Recipes (foodie experimentation). Visual cues: Brag About It. Sonic: SoundOn Artists for custom sounds.
Multi-card In Action layout with Spark Ads, Wingstop application, #Recipes community, and visual/sonic cards
Challenge: Generate more creative variations for same product suite. Solution: Used TikTok Symphony Creative Studio's Generate & Remix to automatically create ad variations via product links. Impact: 1.8x higher purchases, +13% higher ROAS.
Case study layout with challenge/solution/impact cards left, phone mockup with Meoky tumbler content right
Interactive prompt grid showing example questions to ask Symphony Assistant for each of the nine trend signals: Creator Spread, Trust Fund, Constant Confidant, Power of Perspectives, Girls are Girling, In OUR Era, AI Eases Everyday, Remix Recycle, Comment to Cart.
3x3 grid of prompt cards, each pairing a trend signal with a sample question, linking to Creative Center
Closing slide with 'Thank you!' in multiple languages including Punjabi, German, Chinese, Vietnamese, French, Spanish, Russian, Italian, and Japanese
Full-bleed photo background with multilingual thank you text overlaid, TikTok logo top left, diagonal color stripes right
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The three main themes are Brand Fusion (building lasting bonds through creator partnerships and trust), Identity Osmosis (evolving brand identity to match dynamic consumer values around diversity and personal growth), and Creative Catalysts (leveraging new tools like AI, content remixing, and comment-driven product development to take creative risks).
This template is ideal for annual planning sessions, client pitches, and team briefings. Each trend signal includes a structured framework with What's Happening, What's Next, Campaign Objectives, Vertical Integration examples, and Creative Solutions that you can adapt to your brand's specific industry and goals.
The report draws from seven major third-party research studies conducted between 2022-2024 across markets including the US, UK, Canada, Australia, France, Germany, Italy, Indonesia, and Brazil. Methods include quantitative online surveys, in-context exposure studies, simulated shopping experiments, case study analysis, and literature reviews.
Key tools include TikTok One Creator Marketplace for finding creators at scale, Symphony Assistant for AI-powered trend insights and scripts, Symphony Creative Studio for automated ad variations, LIVE Events for real-time engagement, Spark Ads for amplifying creator content, Image Ads for format versioning, and the Commercial Music Library (CML) for sonic branding.
The report features case studies spanning Beauty (L'Oreal Paris, Star Face), Financial Services (RBC Bank, Western Union, Cash App), Automotive (Renault), Airlines (VietJet), CPG (Sour Patch Kids), Food Delivery (DoorDash), QSR (Wingstop), Grocery (Lidl), Gaming (Supercell), Retail (Rothy's), and Consumer Products (Meoky).
The AI Eases Everyday trend signal shows that TikTok users are 1.4x more likely to want Generative AI in ads. The report highlights how brands use AI for content ideation, Symphony Custom Avatars for multilingual campaigns, and Creative Studio's Generate & Remix for automated ad variations, making AI feel fun and helpful rather than intimidating.
Key emerging communities include #hopecore (positivity), #corporatetok (work life), #nostalgiacore (retro inspiration), along with sub-communities like #Granfluencers, #CorporateBaddie, #WomenInSTEM, #5to9 (personal passions outside work), #BlindBox, #potaxie, and #Recipes. Each represents a niche with its own culture, aesthetics, and engagement patterns.
Yes, the structured format with trend signals, What's Happening/What's Next frameworks, statistics, campaign objectives, vertical integrations, visual cues, and sonic identity sections provides a reusable template. You can replace TikTok's data with your own research and adapt the case studies to your industry.
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