10 Key Takeaways from TikTok's 'What's Next' Report

TikTok’s annual “What’s Next” report offers valuable insights into the trends that are expected to shape social media marketing in 2025. This report analyses the key patterns of success on the platform, helping marketers stay ahead of the curve.

One of the key takeaways from the report is how TikTok is transitioning from being purely an entertainment platform to a more serious marketing channel. With increasing use by businesses and influencers, the platform is becoming an essential tool for marketing strategies.

The report highlights several emerging trends, many of which have proven successful for brands and content creators in 2024. We’ve compiled the top 10 takeaways to provide a clearer understanding of the strategies that will define social media marketing in the near future.

These trends indicate a significant shift in how brands engage with their audiences, making it clear that staying updated with TikTok’s evolving features and audience behaviour is crucial for any marketer looking to make an impact in 2025.

TikTok has released its annual “What’s Next” trend report, offering a preview of the emerging trends and strategies set to shape the social media landscape in the year ahead. The report highlights several key developments that businesses and creators should keep an eye on to stay ahead of the curve.

This year’s edition presents valuable insights into what’s working on TikTok and how brands can leverage the platform’s evolving features to reach a wider audience. From content trends to shifts in user behaviour, TikTok’s report offers a comprehensive look at the future of social media marketing.

Here’s a breakdown of the key insights and takeaways from the report, which are essential for understanding the direction of marketing on TikTok and how businesses can optimise their strategies for success.

Top 10 Takeaways From TikTok’s Report

1. Collaboration

TikTok recommends that brands collaborate with a broad range of creators to foster stronger connections and reach wider audiences. According to the report, two-thirds of TikTok users appreciate when brands work with various creators. By partnering with creators from different niches, brands can tap into unique audiences that they may not have otherwise reached.

An example of this approach can be seen in Supercell’s “Squad Busters” gaming campaign. The campaign successfully engaged both gamer and non-gamer creators, ultimately reaching an impressive 261 million people worldwide.

2. Authenticity

Authenticity continues to play a crucial role in the success of branding efforts. The report reveals that 40% of TikTok users find brands that show personality through relatable content to be more relevant. Additionally, 45% of social and video platform users feel that being “understood” by a brand enhances its relevance.

To build authenticity, strategies such as street interviews, behind-the-scenes content, and storytelling are key. These approaches help humanise the brand and foster genuine connections with audiences.

3. Diverse Perspectives

Brands that amplify diverse voices and perspectives are seeing success on TikTok. The report found that 81% of TikTok users say the platform introduces them to new topics and trends they didn’t know they liked. This highlights the platform’s ability to broaden users’ horizons and expose them to a range of viewpoints.

Campaigns that encourage users to share their personal stories are particularly successful, as they drive higher engagement and connect people on a deeper level.

4. Female Bonding

One notable trend highlighted in TikTok’s report is the rise of “girlhood” topics, where women connect over shared experiences. According to the findings, 72% of women on TikTok feel the platform makes it easy to connect with communities that have similar lived experiences.

Topics within this “girlhood” space span a variety of interests, from pay transparency and self-care to ASMR hairstyles and designer splurges, reflecting the diversity of women’s experiences today.

5. AI-Fueled Creativity

TikTok users and brands are increasingly embracing artificial intelligence (AI) as a creative tool. The report notes that TikTok users are 1.4 times more likely than those on other platforms to feel excited about Generative AI in ads. This highlights the growing enthusiasm for AI-driven content creation.

Brands can take advantage of TikTok’s free tools to integrate AI into their campaigns. For instance, Lidl leveraged AI tools to tap into the trending #potaxie universe, creating new shopping experiences for users in the process.

6. Value of Comments

TikTok’s comment sections are increasingly becoming a valuable tool for fostering consumer-brand collaboration. According to the report, 68% of TikTok users believe that brands should use comments to better understand their audience. Real-time feedback allows brands to adjust their products or even launch new offerings based on consumer suggestions.

A notable example of this in action is Wingstop, which upgraded its Hot Honey Rub flavour to a permanent menu item after a surge in demand in TikTok comments. This decision was driven by customer feedback and helped to increase overall customer satisfaction.

7. Dynamic Storytelling

TikTok is leading a shift towards dynamic, multi-format storytelling, as brands look for innovative ways to engage users. The report highlights that 76% of TikTok users enjoy seeing a blend of images and videos, reflecting the platform’s preference for diverse, visual content formats.

For example, travel creators are using TikTok’s Image Ads to share destination tips in a simple, swipeable format. This method reduces the pressure of capturing everything in video while still delivering impactful content to users.

8. Redefining Milestones

TikTok is reshaping traditional milestones, such as homeownership and marriage, into more personal and relatable goals. According to the data, 50% of social and video platform users seek content that reflects their own lives and personal experiences.

An example of this shift is DoorDash’s #5to9 campaign, which encouraged users to share how their side hustles help them achieve personal milestones and passions. The campaign resonated with many users by focusing on individual experiences and aspirations, rather than traditional life achievements.

9. Accessibility

TikTok’s Symphony tools, which include features like dubbing and custom avatars, are helping brands reach global audiences through multilingual and accessible content. These tools allow for greater inclusivity and ensure that brands can communicate with a diverse range of viewers.

A prime example of this is VietJet, which utilised AI-generated avatars with multilingual capabilities. This approach not only increased ad recall and consideration but also maintained cost efficiency, making it an effective solution for brands looking to expand their reach internationally.

10. Emerging Communities

TikTok’s niche communities continue to play a significant role in shaping the platform’s identity and cultural relevance. These micro-communities represent unique groups of people who engage around shared interests and values, further enriching the content experience on the platform.

Popular communities include #WomenInSTEM, which highlights women in traditionally male-dominated fields, and #Granfluencers, a trend where older generations engage with audiences of all ages. Other communities like #CorporateBaddies celebrate confidence and style in corporate life, while #Delulu brings a lighthearted, optimistic trend about embracing unrealistic goals. These emerging communities are helping TikTok remain a dynamic and inclusive platform.

In Summary

TikTok’s latest report highlights a significant shift in the platform’s dynamic, showing that it’s no longer merely a space for viral dance videos. Over the years, TikTok has evolved, and its success is increasingly determined by more than just catchy trends or popular content. To truly succeed, brands must focus on fostering genuine engagement with users, collaborating with a diverse range of creators, and staying flexible to the rapidly changing trends that define the platform’s culture.

The report places a strong emphasis on the power of comments and real-time interaction. TikTok is pushing for more meaningful conversations in the comment sections, encouraging users to engage directly with brands and creators. This is a departure from traditional one-way marketing, where brands simply push out content without much interaction. In today’s TikTok landscape, brands that engage authentically with their audience and respond to comments will find more success in building loyal communities.

Moreover, the role of AI and other new features shouldn’t be underestimated, but the key takeaway from the report is that these tools are just that—tools. They can enhance the user experience and make content creation easier, but they cannot replace the importance of building authentic connections with followers. Content that feels real and relatable continues to resonate the most with users. Whether it’s through collaboration with smaller creators, sharing behind-the-scenes moments, or responding to user feedback, TikTok is rewarding those brands and creators who focus on building trust and understanding with their audience.

Looking ahead to 2025, brands and marketers need to be mindful of these emerging trends. The importance of community, genuine engagement, and adaptability will be crucial in navigating the platform’s ever-evolving landscape. For anyone planning their TikTok strategy for the coming year, these insights from TikTok’s “What’s Next” report offer invaluable guidance on how to stay ahead of the curve and continue building meaningful connections with users.