68% of TikTok users believe brands should use comments to understand their audience better.
Real-time feedback enables brands to update products or launch new ones based on consumer suggestions.
Example: Wingstop upgraded its Hot Honey Rub flavor to a permanent menu item after demand surged in TikTok comments, increasing customer satisfaction.
7. Dynamic Storytelling
TikTok is driving a shift toward dynamic, multi-format storytelling.
According to the report:
76% of TikTok users enjoy seeing a mix of images and videos.
Example: Travel creators use TikTok’s Image Ads to share destination tips in a simple, swipeable format, removing the pressure of capturing everything on video.
8. Redefining Milestones
TikTok is reshaping traditional milestones like homeownership and marriage into more personal, relatable goals.
Key data includes:
50% of social and video platform users seek content that reflects their own lives.
Example: DoorDash’s #5to9 campaign encouraged users to share how side hustles help them achieve personal milestones and passions.
9. Accessibility
TikTok’s Symphony tools, like dubbing and custom avatars, are helping brands connect with global audiences through multilingual and accessible content:
Example: VietJet used AI-generated avatars with multilingual capabilities, increasing ad recall and consideration while maintaining cost efficiency.
10. Emerging Communities
TikTok’s niche communities continue to shape the platform’s identity and cultural relevance.
Popular micro-communities include:
#WomenInSTEM – Highlighting women in traditionally male-dominated fields.
#Granfluencers – Older generations engaging with audiences of all ages.
#CorporateBaddies – Celebrating confidence and style in corporate life.
#Delulu – A lighthearted trend about embracing optimism, even if unrealistic.
In Summary
TikTok’s latest report shows it’s no longer just a place for dance videos. Success here depends on real engagement, working with diverse creators, and staying flexible with trends.
The platform’s pushing for actual conversations in comments rather than one-way marketing. While AI and new features are useful tools, authentic connections matter most.
For anyone planning their 2025 strategy, these community and engagement trends are worth watching.
Featured Image: Screenshot from TikTok ‘What’s Next’ Trend Report, January 2025.