TikTok ‘What’s Next’ Report: 10 Takeaways For Marketers

TikTok has published its annual “What’s Next” trend report, which provides a glimpse into the emerging trends and strategies that will shape the coming year.

Here’s a breakdown of the key insights and takeaways from the report.

Top 10 Takeaways From TikTok’s Report

1. Collaboration

TikTok recommends brands partner with a wide range of creators to build more connections.

According to the report:

• 2 out of 3 TikTok users appreciate when brands collaborate with a variety of creators.
• Partnering with creators in different niches helps brands reach unique audiences.
  • Example: Supercell’s “Squad Busters” gaming campaign engaged both gamer and non-gamer creators, reaching 261 million people worldwide.

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2. Authenticity

Authenticity in branding continues to drive success. The report highlights:

• 40% of TikTok users find brands that showcase personality through relatable content more relevant.
• 45% of social/video platform users say that feeling “understood” by a brand enhances relevance.
• Strategies like street interviews, behind-the-scenes content, and storytelling can help build authenticity for your brand.

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3. Diverse Perspectives

TikTok’s report shows brands find success amplifying diverse voices and perspectives.

Key findings include:

• 81% of TikTok users say the platform introduces them to new topics and trends they didn’t know they liked.
• Campaigns that encourage users to share their personal stories drive engagement.

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4. Female Bonding

TikTok’s report highlights the rise of “girlhood” topics and women connecting around shared experiences.

The report reveals:

• 72% of women on TikTok feel the platform makes it easy to connect with communities with a similar lived experience.
• Today’s “girlhood” topics range from pay transparency and self-care to “ASMR” hairstyles and designer splurges.

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5. AI-Fueled Creativity

TikTok users and brands are embracing AI.

The report highlights:

• TikTok users are 1.4x more likely than users on other platforms to feel excited about Generative AI in ads.
• Brands can use TikTok’s free tools to leverage AI.
  • Example: Lidl tapped into the trending #potaxie universe using AI tools to create new shopping experiences.

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6. Value Of Comments

TikTok’s comment sections are becoming a tool for consumer-brand collaboration.

Key details include:

• 68% of TikTok users believe brands should use comments to understand their audience better.
• Real-time feedback enables brands to update products or launch new ones based on consumer suggestions.
  • Example: Wingstop upgraded its Hot Honey Rub flavor to a permanent menu item after demand surged in TikTok comments, increasing customer satisfaction.

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7. Dynamic Storytelling

TikTok is driving a shift toward dynamic, multi-format storytelling.

According to the report:

• 76% of TikTok users enjoy seeing a mix of images and videos.
  • Example: Travel creators use TikTok’s Image Ads to share destination tips in a simple, swipeable format, removing the pressure of capturing everything on video.

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8. Redefining Milestones

TikTok is reshaping traditional milestones like homeownership and marriage into more personal, relatable goals.

Key data includes:

• 50% of social and video platform users seek content that reflects their own lives.
  • Example: DoorDash’s #5to9 campaign encouraged users to share how side hustles help them achieve personal milestones and passions.

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9. Accessibility

TikTok’s Symphony tools, like dubbing and custom avatars, are helping brands connect with global audiences through multilingual and accessible content:

• Example: VietJet used AI-generated avatars with multilingual capabilities, increasing ad recall and consideration while maintaining cost efficiency.

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10. Emerging Communities

TikTok’s niche communities continue to shape the platform’s identity and cultural relevance.

Popular micro-communities include:

• #WomenInSTEM – Highlighting women in traditionally male-dominated fields.
• #Granfluencers – Older generations engaging with audiences of all ages.
• #CorporateBaddies – Celebrating confidence and style in corporate life.
• #Delulu – A lighthearted trend about embracing optimism, even if unrealistic.

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In Summary

TikTok’s latest report shows it’s no longer just a place for dance videos. Success here depends on real engagement, working with diverse creators, and staying flexible with trends.

The platform’s pushing for actual conversations in comments rather than one-way marketing. While AI and new features are useful tools, authentic connections matter most.

For anyone planning their 2025 strategy, these community and engagement trends are worth watching.

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Featured Image: Screenshot from TikTok ‘What’s Next’ Trend Report, January 2025.