Brands should keep an eye on these marketing developments
According to him, three important developments can be derived from the report: Artificial intelligence is increasingly being used as a creative tool for data-driven marketing. Brands are increasingly relying on collaborations with niche influencers to reach targeted communities. In addition, consumption patterns are changing – instead of traditional life-stage approaches, more individual strategies are becoming the focus.
Brands should keep an eye on these marketing developments. With the What’s Next Report, TikTok shows which trends will shape the platform and the industry in the coming year. It’s not just about creative innovations, but also about profound changes in brand communication.
Three major developments are in focus: Brand Fusion, Identity Osmosis and Creative Catalysts. They illustrate how companies can position themselves more flexibly, integrate values more authentically and use new technologies for their strategies.
But the future of TikTok is uncertain. In some countries there are regulatory challenges – including possible bans. What does this mean for brands that rely heavily on the platform? And how can these trends be transferred to other channels? An overview.
TikTok:
Is there also a risk of a ban in the EU?
Brand Chem: New Dynamics in Digital Marketing
A central concept in the report is Brand Chem – the close collaboration between brands, creators and communities. While companies used to largely determine their messages on their own, co-creation with users is becoming increasingly important.
In 2024, we saw brands push creative limits, lean into trends, and connect with their communities in powerful ways, but 2025 is set to take it even further,
says Sofia HernandezGlobal Head of Business Marketing bei TikTok.
The creative storytelling opportunities on TikTok are endless, and this year brands and creators will come together to continue to shape culture, spark fresh ideas, and accelerate business growth by tapping directly into what matters to the TikTok community.
Brand Fusion: Authenticity as the key to success
TikTok highlights that brands are increasingly focusing on diversity and authenticity. You interact with different creators and use new formats to reach a broad community.
An example of this is the game Squad Busters von Supercell. Using a branded mission, the company reached 261 million people worldwide through a mix of branding, performance marketing and organic community engagement.
But the trend towards authenticity is also relevant beyond TikTok. To build this, brands need to meet their audiences where they are and share diverse, unfiltered content – for example through Street-# Interviews, Behind-the-Scenes-Momente or deep insights. This form of direct interaction not only strengthens trust, but also ensures higher engagement rates.
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40 percent of TikTok users find brands more credible when they show their personality, and 45 percent feel more connected to companies that respond to community feedback. These findings can also be transferred to Instagram Reels or YouTube Shorts.
Identity Osmosis: Values-based marketing is becoming increasingly important
Brands are increasingly using TikTok as a platform for social and cultural debates. Campaigns that emphasize diversity and inclusion often resonate strongly with the community.
One example is the campaign #HiPrideStories of the telecommunications company Oi, which gave queer creators space to share their stories. With nine times higher views than expected, topics such as LGBTQIAP+ representation were shown to work particularly well on the platform.
The Femininomenon movement, which is making the concept of “girlhood” more diverse and inclusive, also shows how important social trends are for brand communication.
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72 percent of women on TikTok say such content makes them feel connected to new communities.
If TikTok is no longer available in certain markets, brands will need to consider how they can continue this type of interaction and value communication on other platforms.
Creative Catalysts: AI and new technologies as drivers of innovation
Technological advances are significantly influencing marketing on TikTok. AI-powered tools like Symphony Assistant help brands create data-based content and target campaigns.
The openness of the TikTok community to technological innovations is reflected in studies: According to the company, TikTok users are 1.4 times more open to generative AI in advertising than users of other platforms. This could be an indication that brands should use AI technologies to analyze trends across platforms and adapt to new formats.
How brands can prepare for an uncertain TikTok future
TikTok will remain a central platform for marketing and community interaction in 2025. But a possible ban or regulatory restrictions could influence the strategies of many companies. Brands should therefore consider alternatives at an early stage and ask themselves which content and formats can be transferred to other platforms.
A general shift towards authentic brand communication, data-driven personalization and technology-enabled creativity will shape marketing in the coming years – regardless of which platforms dominate.
Here’s how you can play Squid Game 2 on TikTok
Source: onlinemarketing.de
