TikTok ‘What’s Next’ Report: 10 Takeaways For Marketers via @sejournal, @MattGSouthern

TikTok has published its yearly “What’s Next” inclination report, which provides a glimpse into the emerging trends and strategies that volition signifier the coming year.

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

Top 10 Takeaways From TikTok’s Report

1. Collaboration

TikTok recommends brands spouse with a wide scope of creators to physique much connections.

According to the report:

• 2 retired of 3 TikTok users admit erstwhile brands collaborate with a assortment of creators.
• Partnering with creators successful antithetic niches helps brands scope unsocial audiences.
  • Example: Supercell’s “Squad Busters” gaming run engaged some gamer and non-gamer creators, reaching 261 cardinal radical worldwide.

2. Authenticity

Authenticity successful branding continues to thrust success. The study highlights:

• 40% of TikTok users find brands that showcase property done relatable contented much relevant.
• 45% of social/video level users accidental that feeling “understood” by a marque enhances relevance.
• Strategies similar thoroughfare interviews, behind-the-scenes content, and storytelling tin assistance physique authenticity for your brand.

3. Diverse Perspectives

TikTok’s study shows brands find occurrence amplifying divers voices and perspectives.

Key findings include:

• 81% of TikTok users accidental the level introduces them to caller topics and trends they didn’t cognize they liked.
• Campaigns that promote users to stock their idiosyncratic stories thrust engagement.

4. Female Bonding

TikTok’s study highlights the emergence of “girlhood” topics and women connecting astir shared experiences.

The study reveals:

• 72% of women connected TikTok consciousness the level makes it casual to link with communities with a akin lived experience.
• Today’s “girlhood” topics scope from wage transparency and self-care to “ASMR” hairstyles and decorator splurges.

5. AI-Fueled Creativity

TikTok users and brands are embracing AI.

The study highlights:

• TikTok users are 1.4x much likely than users connected different platforms to consciousness excited astir Generative AI successful ads.
• Brands tin usage TikTok’s escaped tools to leverage AI.
  • Example: Lidl tapped into the trending #potaxie beingness utilizing AI tools to make caller buying experiences.

6. Value Of Comments

TikTok’s remark sections are becoming a instrumentality for consumer-brand collaboration.

Key details include:

• 68% of TikTok users judge brands should usage comments to recognize their assemblage better.
• Real-time feedback enables brands to update products oregon motorboat caller ones based connected user suggestions.
  • Example: Wingstop upgraded its Hot Honey Rub spirit to a imperishable paper point aft request surged successful TikTok comments, expanding lawsuit satisfaction.

7. Dynamic Storytelling

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

According to the report:

• 76% of TikTok users bask seeing a premix of images and videos.
  • Example: Travel creators usage TikTok’s Image Ads to stock destination tips successful a simple, swipeable format, removing the unit of capturing everything connected video.

8. Redefining Milestones

TikTok is reshaping accepted milestones similar homeownership and matrimony into much personal, relatable goals.

Key information includes:

• 50% of societal and video level users question contented that reflects their ain lives.
  • Example: DoorDash’s #5to9 run encouraged users to stock however broadside hustles assistance them execute idiosyncratic milestones and passions.

9. Accessibility

TikTok’s Symphony tools, similar dubbing and customized avatars, are helping brands link with planetary audiences done multilingual and accessible content:

• Example: VietJet utilized AI-generated avatars with multilingual capabilities, expanding advertisement callback and information portion maintaining outgo efficiency.

10. Emerging Communities

TikTok’s niche communities proceed to signifier the platform’s individuality and taste relevance.

Popular micro-communities include:

• #WomenInSTEM – Highlighting women successful traditionally male-dominated fields.
• #Granfluencers – Older generations engaging with audiences of each ages.
• #CorporateBaddies – Celebrating assurance and benignant successful firm life.
• #Delulu – A lighthearted inclination astir embracing optimism, adjacent if unrealistic.

In Summary

TikTok’s latest report shows it’s nary longer conscionable a spot for creation videos. Success present depends connected existent engagement, moving with divers creators, and staying flexible with trends.

The platform’s pushing for existent conversations successful comments alternatively than one-way marketing. While AI and caller features are utile tools, authentic connections substance most.

For anyone readying their 2025 strategy, these assemblage and engagement trends are worthy watching.

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

SEJ STAFF Matt G. Southern Senior News Writer astatine Search Engine Journal

Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s grade successful communications, ...