Revolutionize Your Brand Strategy
TikTok is rapidly evolving, becoming a key platform for brands looking to connect with younger audiences. With 46% of the U.S. population on TikTok, and Gen Z and Millennials driving much of the content and conversation, brands need to stay on top of emerging trends to create impactful campaigns. By leveraging TikTok's unique algorithm, which prioritizes engagement and discoverability, brands can effectively reach niche communities and amplify their message.
As we look ahead to 2025, TikTok trends continue to shape how brands connect with their audiences. In this article, Hollywood Branded discusses 10 upcoming TikTok trends for brands in 2025, along with actionable tips to boost reach and engagement.
1. AUTHENTICITY OVER PERFECTION
Authenticity continues to be a key driver of engagement on TikTok. Users are drawn to content that feels genuine, raw, and relatable. Brands that embrace a more transparent, human approach can forge deeper connections with their audience.
We see this with brands like Duolingo who have shown how effective this can be by creating playful, behind-the-scenes content featuring their mascot. Their videos feel less like polished ads and more like inside jokes, resonating with their audience.
How Brands Should Use This Trend: To leverage this trend, brands should focus on creating content that feels authentic and spontaneous. Share behind-the-scenes moments, customer testimonials, or even humorous bloopers that show the lighter side of the brand. For example, a brand could document the journey of developing a new product, making the audience feel like they are a part of the process. This not only builds trust but also keeps followers engaged with a more personal side of the brand.
2. influencer partnerships evolving
The landscape of influencer marketing is shifting, with micro and nano influencers becoming more influential than big-name celebrities. These influencers have smaller followings but more engaged audiences who trust their recommendations.
We see this in the beauty industry often. A beauty brand partnering with a micro-influencer who genuinely uses and loves their product can create more buzz than a one-time campaign with a celebrity. The followers see the authenticity in these partnerships, leading to higher engagement and trust.
How Brands Should Use This Trend: Brands should focus on building long-term relationships with influencers whose values align with theirs. Rather than one-off campaigns, work with influencers to co-create content that tells a story and resonates with their audience. This could include product reviews, tutorials, or challenges that naturally integrate the brand. This approach ensures a consistent presence on TikTok and deepens the connection between the influencer’s audience and the brand.
3. shorter attention spans and snackable content
TikTok users expect quick, digestible content that grabs their attention immediately. Snackable content—videos that are short, engaging, and to the point—performs best on the platform.
Consider a cooking brand that shares quick recipes in under 60 seconds. By showing the steps in fast motion with upbeat music, they can hook viewers and keep them engaged through the entire video.
How Brands Should Use This Trend: Brands should prioritize content that gets to the point within the first few seconds. Use visually appealing shots, catchy music, and a clear call to action. This is especially useful for showcasing new products or limited-time offers. A fashion brand, for instance, could share short clips of different styling options, offering quick fashion inspiration to viewers. These short bursts of content make it easy for users to consume, remember, and share, increasing the brand's visibility.
4. integration of e-commerce features
TikTok is expanding its e-commerce features, making it easier for brands to sell directly through the app. Users can now purchase products without leaving the platform, providing a seamless shopping experience.
Brands like Sephora are using TikTok’s shopping features to turn entertaining videos into sales. They create engaging product demos that allow viewers to buy directly through the video.
How Brands Should Use This Trend: If it logistically allows, brands should integrate shoppable posts into their TikTok strategy. For example, a skincare brand can post tutorials showing the benefits of a new product, with a link allowing users to purchase it instantly. Using features like TikTok Live Shopping, brands can host live events showcasing their products, answering questions in real-time, and driving immediate purchases. This approach makes the buying process seamless and engaging, turning viewers into customers.
5. enhanced use of ai and ar
AI and augmented reality (AR) are transforming how brands connect with audiences on TikTok. AI helps personalize content, while AR offers immersive experiences that users can interact with directly.
A clothing brand might use AR filters that allow users to “try on” different outfits virtually, while AI tools analyze user behavior to suggest personalized content.
How Brands Should Use This Trend: Brands can create AR filters that users can incorporate into their videos, like virtual try-ons for a beauty brand or interactive backgrounds for a travel brand. Additionally, brands can use AI to target users with personalized ads based on their browsing history and engagement on TikTok. For example, a brand could use AI to suggest products to users based on their previous interactions with similar content, creating a more tailored and engaging experience.
6. community-built content and crowdsourcing
TikTok thrives on collaboration, and users love being part of something bigger. Brands that encourage their audience to contribute content through challenges, trends, or open-ended prompts can generate massive engagement.
Brands like Chipotle have successfully launched viral challenges, like the #GuacDance campaign, where users created fun, themed content, contributing to the brand’s visibility.
How Brands Should Use This Trend: Launch branded hashtag challenges that invite users to co-create content around a theme. For instance, a travel brand could ask users to share their dream travel destinations with a specific branded hashtag, spotlighting the best submissions to strengthen community ties.
7. social impact and purpose-driven content
Gen Z and Millennials value brands that stand for something beyond profits. Purpose-driven campaigns that highlight a brand’s commitment to sustainability, inclusivity, or other social causes often resonate deeply with TikTok audiences.
Outdoor brands like Patagonia have leveraged TikTok to share sustainability tips and promote eco-conscious initiatives, earning goodwill and loyalty from their audience.
How Brands Should Use This Trend: Share content that aligns with your brand’s mission, such as behind-the-scenes glimpses of sustainable production practices or stories about the causes you support. For example, a clothing brand could showcase its eco-friendly materials in an engaging, bite-sized format.
8. edutainment: the rise of TikTok mini-courses
TikTok has become a hub for learning, with “edutainment” (education + entertainment) driving a significant portion of viral content.
A fitness brand could create a series of quick, engaging workout tutorials or myth-busting videos about health trends.
How Brands Should Use This Trend: Use TikTok’s playlist feature to organize mini-series or themed content that provides actionable tips or information. For instance, a tech company could share weekly “hacks” to help users get the most out of their devices.
9. localized content for niche audiences
TikTok’s algorithm is highly localized, offering brands a unique opportunity to connect with audiences based on their geography.
McDonald’s often tailors its campaigns to reflect local cultures, such as featuring regional menu items or using popular slang in its content.
How Brands Should Use This Trend: Develop campaigns that cater to specific regions, incorporating local trends or references. A food brand could showcase local recipes featuring its products, while a fashion brand might highlight styles that align with regional climates or preferences.
10. interactive polls and quizzes
TikTok’s interactive features, like polls, quizzes, and Q&A stickers, allow brands to engage users directly, creating a two-way conversation that feels personal and fun.
A skincare brand could use polls to ask followers which new product they’d like to see launched next or quiz users on their knowledge of skincare routines.
How Brands Should Use This Trend: Integrate polls and quizzes into your videos to crowdsource ideas, test knowledge, or simply entertain. For example, a beverage brand could ask followers to vote on their favorite drink flavors, building anticipation for a new product launch.
embracing the trends: a roadmap to 2025 success
TikTok’s dynamic nature offers brands endless opportunities to connect with audiences in 2025, but success lies in embracing authenticity, forming meaningful influencer partnerships, and crafting snackable, engaging content. By leveraging features like AI personalization, AR filters, and e-commerce tools, brands can transform passive viewers into loyal customers. Community-driven content, purpose-driven storytelling, and localized campaigns further allow brands to foster genuine connections while staying culturally relevant. The key to thriving on TikTok isn’t just following trends but actively shaping them with creativity and boldness, turning the platform into a cornerstone for engagement, growth, and brand loyalty.
Eager To Learn More?
To stay ahead of the curve and master the art of TikTok marketing, dive into our library of expert blogs, where we share insights, strategies, and inspiration to help brands thrive in today’s ever-evolving landscape.
- Why Brands Fail on TikTok: Missing Game-Changing Strategies
- From TikTok to Tinder: An Influencer Marketing Strategy
- Pop Culture Marketing 101: How to Stay Relevant in Trends
- Why Duolingo and Ryanair Rock at TikTok
- 3 Strategies to Help Build Up Your Following on TikTok
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