Three Trends You May See Brands Following on Social Media in 2025

Social-media giant TikTok has released its annual report predicting the biggest marketing trends for brands in 2025.

The TikTok What’s Next 2025 Trend Report has looked into emerging behaviors and interests, and helps brands and marketers create a content strategy.

This year, the app has highlighted what it calls Brand Fusion, where “a brand gains renewed vigor, becoming more responsive and ready to build lasting bonds” by collaborating with diverse creators.

Caitlin Jardine, a social-media specialist at digital marketing agency Ellis Digital, told Newsweek this particular predicted trend “really speaks to the growing importance of authenticity and connection.”

“Consumers no longer want to engage with brands that remain faceless or corporate. Instead, they’re drawn to companies that collaborate with diverse creators to deliver more relatable and recognizable content,” Jardine said. She added that this has become a trend across all social media, not just TikTok.

Robin Landa, coauthor of Shareworthy: Advertising That Creates Powerful Connections Through Storytelling, told Newsweek: “Creators are often deeply embedded in specific cultural or niche communities. Their work reflects the language, trends, and values of their audience, allowing brands to stay relevant and resonate with diverse consumer bases.

“Employing creators is increasingly vital for brands as they seek to connect authentically with their audiences in a dynamic, content-driven landscape,” Landa added.

TikTok’s report also highlights what it calls Identity Osmosis. Here, “brands are organically integrating evolving consumer values, allowing these shifting ideals to reshape their identity” such as by engaging with users directly in the comments and responding to feedback; something many on TikTok will likely have seen in comment sections to viral videos.

Jardine said she agreed, calling this approach “a critical engagement tool.”

“If a brand wants to be perceived as progressive, inclusive, or environmentally conscious, they can’t just talk about it in ads—they need to live and breathe it, and TikTok’s direct engagement systems makes this easily possible,” Jardine added.

Joshua Wood, CEO at hospitality marketing agency CJ Digital, which has worked with TikTok for restaurant and bar clients, shared positive thoughts on Identity Osmosis, calling it “good old-fashioned listening.”

“If customers start raving about sustainable practices or demand more vegan options, a smart bar or restaurant will change,” Wood said, using an example of his own client who “saw a surge in comments about eco-friendly cocktails.”

“That enabled us to help them highlight their use of locally sourced ingredients and compostable straws in their marketing, which resonated massively.”

The third prediction is Creative Catalysts, using new formats such as AI, Symphony Assistant and Image Ads to tell stories and hop on trends, which Jardine said is “perhaps the most interesting prediction.”

“TikTok users expect creativity and spontaneity, and the platform’s algorithm rewards unique, engaging content,” she added.

But it comes with a warning, as Jardine said: “As with any new tech, brands will need to tread very carefully to ensure the content feels human and not overly automated.

Separating her personal opinion from her expertise, she added: “I personally love AI, but as a consumer, I don’t want AI-related content; this needs to be considered by the brand.”

Jardine said that TikTok’s predictions are, in her expert opinion, “spot on.”

“These trends aren’t coming out of nowhere—they’re a response to what I am already seeing in consumer behavior and platform engagement.”

And Alex Schwartz, marketing manager at technology company Signature Systems, Inc., also used the words “spot on” to describe the What’s Next report.

He added, however: “It’s very high-level and doesn’t cover what the emerging trends will be.

“This is for good reason as many digital and content trends originate on TikTok before cross-contaminating other platforms. Therefore, it’s impossible to know what the specific trends and formats that will garner the most views will be in the upcoming year, or even a few weeks from now.”

While TikTok is a hugely popular app internationally, its fate in the United States remains up in the air. The social-media app faces a ban by the Supreme Court, after U.S. courts ruled that it had to be split from its Chinese owner, ByteDance, by January 19.

As it is a federal issue, should the ban go through, it would be enforced in all 50 states.