TikTok has published its annual “What’s Next” trend report, which provides a glimpse into the emerging trends and strategies that will shape the coming year.
Here’s a breakdown of the key insights and takeaways from the report.
Top 10 Takeaways From TikTok’s Report
1. Collaboration
TikTok recommends brands partner with a wide range of creators to build more connections.
According to the report:
2 out of 3 TikTok users appreciate when brands collaborate with a variety of creators.
Partnering with creators in different niches helps brands reach unique audiences.
Example: Supercell’s “Squad Busters” gaming campaign engaged both gamer and non-gamer creators, reaching 261 million people worldwide.
2. Authenticity
Authenticity in branding continues to drive success. The report highlights:
40% of TikTok users find brands that showcase personality through relatable content more relevant.
45% of social/video platform users say that feeling “understood” by a brand enhances relevance.
Strategies like street interviews, behind-the-scenes content, and storytelling can help build authenticity for your brand.
3. Diverse Perspectives
TikTok’s report shows brands find success amplifying diverse voices and perspectives.
Key findings include:
81% of TikTok users say the platform introduces them to new topics and trends they didn’t know they liked.
Campaigns that encourage users to share their personal stories drive engagement.
4. Female Bonding
TikTok’s report highlights the rise of “girlhood” topics and women connecting around shared experiences.
The report reveals:
72% of women on TikTok feel the platform makes it easy to connect with communities with a similar lived experience.
Today’s “girlhood” topics range from pay transparency and self-care to “ASMR” hairstyles and designer splurges.
5. AI-Fueled Creativity
TikTok users and brands are embracing AI.
The report highlights:
TikTok users are 1.4x more likely than users on other platforms to feel excited about Generative AI in ads.
Brands can use TikTok’s free tools to leverage AI.
Example: Lidl tapped into the trending #potaxie universe using AI tools to create new shopping experiences.
6. Value Of Comments
TikTok’s comment sections are becoming a tool for consumer-brand collaboration.
Key details include: