Amidst all the drama surrounding a potential ban in the US, TikTok is still moving full steam ahead. The company released its annual What's Next 2025 report sharing insights about top trends and strategies that we're going to see on its platform this year.
Funny enough it didn't mention the US ban anywhere in the report. Here's what it did mention:
- A wider pool of creators will enable brands to build relevance across niches. It's not about the loudest voice, but about increasing the number of creators engaging with their brand.
- Content that sparks conversations with consumers, such as street interviews and behind-the-scenes moments, will build genuine trust with brands.
- Consumers will pay more attention to the brands that consistently engage with them. Brands are connecting with viewers via supportive and joyful messaging to create year-round soft-sell moments.
- Creators will continue sharing their niche POVs to connect with global audiences. People are fostering new communities as users build more inclusive and empathetic global relationships.
- Female inclusivity will be integral to brands' bottom lines. Topics such as pay transparency, asmr hairstyles, affordable dupees, and designer splurges are celebrated by women on TikTok.
- Creators are redefining traditional life-stage marketing with more intimate personal goals related to student debt, homeownership, mental health, and personal growth.
- AI will give brands a creative edge by enabling faster ideation and production. Users and brands are embracing AI for tasks like styling outfits, visualizing dream home renovations, and sparking script ideas.
- Brands will explore fresh ways to remix their content to expand their identity. With traditional seasons fading due to on-demand shopping, marketers can experiment with various messages and formats without audience fatigue.
- The comment section is the new focus group. Brands on TikTok are using real-time feedback from comments to innovate, update products, or add new flavors, giving users a voice in product development, building trust, and turning them into loyal advocates.
Sounds like an exciting year ahead for TikTok. Will US creators and small businesses be able to continue to participate? We'll find out soon…