Report: 3 emerging trends reshaping brand strategy on TikTok in 2025

In 2025, the way brands connect with consumers will continue to evolve, driven by the ever-changing landscape of social media. In fact, brands will no longer dictate what consumers need, but instead, co-create with communities and creators to build content that resonate deeply and drives real-world impact.

Dubbed 'Brand chem' by TikTok in its latest "What's next report", 'Brand chem' is a movement that brings together brands, creators and communities to co-create content that resonates, drive cultural relevance and spark true business growth. According to TikTok, 'Brand chem' is led by three emerging trends that reflect evolving content patterns: 'Brand fusion', 'Identity osmosis' and finally, 'Creative catalysts'. These patterns highlight emerging behaviours and interest that brands can tap into to shape a forward-looking content strategy.

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Brand fusion

For starters, 'Brand fusion' is a dynamic state where brands gain renewed vigor, becoming more responsive and ready to build lasting bonds, explained the report. Brands who want to build lasting bonds with their consumers need to bridge the gap between representation and connection in advertising, it added.

This trend is driven by communities seeking trusted voices and deeper connections. Brands can tap into this by working with a wider pool of creators, helping them build relevance across various niches. In fact, two out of three TikTok users prefer when brands partner with different creators. By creating content that sparks conversations - such as street interviews, behind-the-scenes moments, or shared insights - brands can foster genuine trust. This approach shifts from one-way communication to a more inclusive strategy where consumers feel heard and valued. Notably, 40% of TikTok users say that brands showcasing their personality through content are more relevant to them.

As communities and creators grow closer to the brands they love, TikTok users expect brands to act as consistent partners, investing in shared growth too, said the report. Audiences are wary of brands only coming to them when they have something to sell. As such, brands can stay connected with consumers by demonstrating an understanding of their needs through supportive and joyful messaging. This conversely creates year-round soft-sell moments.

Identity osmosis

The next emerging trend, 'Identity osmosis', focuses on brands organically integrating evolving consumer values and allowing shifting ideals to reshape their identity. For example, brands can tap onto the power of perspectives and create content with seemingly niche POVs to connect with global audiences. Additionally, POV storytelling allows brands to highlight a product's journey and deepen audience affinity. It also fosters new communities as users explore, laugh and connect over these views of life.

'Identity osmosis' is also driven by the 'Girlhood' trend where women are celebrated in content, making female inclusivity integral to brands' bottom lines. About 72% of women on TikTok feel it's easy for new communities to connect and bond around shared life experiences on the platform. Brands can drive loyalty by embracing 'Girlhood' and partner with women, empower male allies and celebrate sisterhood and self-care.

Moreover, as users share more of their struggles online and are prioritising mental health, personal happiness and individual growth, brands can take the opportunity to guide them through significant purchases and decisions, as well as engage them during key moments of change and growth. This may come in the form of using words of affirmation in videos and using calming audios.

Creative catalysts

The third and final trend making up 'Brand chem' - 'Creative catalysts' - sees untapped tools for marketers to ideate, build, learn and take more exciting creative risks than ever before. While AI has the potential to spark anxiety on other platforms, TikTok users are especially excited to see generative AI used in ads. Brands are encouraged to use AI to enable faster ideation and production, giving them a creative edge in storytelling too.

With traditional seasons fading due to on-demand shopping, marketers can also experiment with various messages and formats without audience fatigue. This looks like exploring fresh ways to remix their content to expand their identity, with 76% of TikTok users revealing that they enjoy seeing a mix of images and videos on TikTok.

On TikTok, brands are using real-time feedback from comments to innovate. Whether updating products or adding new flavours, comments drive consumer-brand collaboration and gives users a voice in product development. This in turn builds trust and turns users into loyal advocates. The comment section is the new focus group, said the report, with 68% of TikTok users saying brands should use the comment section to better understand their consumers.

TikTok has a significant reach in Southeast Asia with nearly 1.59 billion people in the region using the app. According to a recent report by We Are Social, users in SEA do spend adequate time on the platform with Indonesia (44 hours and 54 minutes), Malaysia (42 hours and 44 minutes), Vietnam (14 hours and 45 minutes), and Philippines (40 hours and 39 minutes) standing above the global average of 34 hours and 56 minutes. However, the same cannot be said for Singapore (34 hours and 29 minutes).

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