TikTok’s 2025 Trend Report: What’s New and What’s Next

First off, I love how TikTok is leaning into the idea of Trend Signals. The distinction between Trend Moments (short-lived but buzzy) and these broader Trend Forces is what we needed. Why? Because let’s face it—brands can’t always jump on a 24-hour viral dance challenge without a dozen layers of approval. These signals give us more time to observe, adapt, and genuinely connect with communities. It’s a more sustainable way for brands to tap into trends without feeling like they’re playing a game of creative whack-a-mole.

TikTok is calling it "Brand Chem," it’s about brands finally learning to play nice with creators. This is about listening, adapting, and giving creators space to work their magic. The whole idea is to move beyond transactional relationships into real partnerships. Think: creating chemistry, not just content.

That said, the methodology feels a little USA-heavy. As global as TikTok is, where’s the deeper dive into LATAM, EU, APAC, or the Middle East? These regions are brimming with creative communities and unique voices, and it’s high time we see that reflected.

Is this thing on?

Let me just say, Always-On Content is everything. It’s about being present—not just for the next big launch or promo but consistently showing up for your audience. TikTok suggests soft-sell messaging that’s supportive and positive, which builds trust over time.

For brands nervous about what to post, here’s my golden rule from my TikTok days: entertain or educate. If you can’t do either, TikTok isn’t the place for you. Consistency doesn’t mean pumping out content 24/7—it means being intentional and relevant.

And yes, this blog itself is part of my Always-On strategy. I’m practicing what I preach. Once my office setup is done, expect video content, too. Yuh.

Come As You Are

TikTok’s message has always been the same: Be real. The platform has given people the space to be unapologetically themselves, and brands need to embrace that energy. Identity Osmosis is all about evolving with your audience and letting their values shape your identity.

It’s also worth noting how TikTok communities are redefining what it means to celebrate milestones. Forget the traditional “9-to-5, house, and kids” narrative. Now, it’s about mental health, personal happiness, and individual growth. For brands, that means showing up authentically and celebrating the same things your audience does.

And shoutout to the "femininomenon" here. TikTok is putting women and LGBTQ+ inclusivity at the forefront, which honestly feels overdue. Women are the platform’s power users, and the queer community has been shaping trends forever. It’s refreshing to see TikTok not just acknowledging this but urging brands to step up and do better.

AI, But Make It Human?

AI is everywhere in this report, from avatars to Symphony Assistant, and while it’s exciting, let’s not lose sight of the human element. Yes, AI tools make content creation faster and more efficient, but they can’t replace the authenticity that real creators bring.

TikTok’s push for remixing older content to combat creative fatigue is spot on. If your content feels stale, it probably is. Try repackaging it with new hooks or formats. And don’t sleep on image ads—they’re quick, low-effort, and perfect for nosy swipers like me who want to see what’s next.