TikTok released its 'What's Next 2025' report analyzing major trends for 2025 on the 5th. This report highlights how interactions between brands and communities are changing based on the content patterns and interests of TikTok users.
TikTok anticipates that 2025 will be a year where brands and communities come together to shape culture and generate new ideas. It specifically defines the phenomenon of interaction between brands and users as 'Brand Chemistry', noting that the way of creating content alongside creators and consumers will become increasingly important, moving beyond mere advertising.
The report presents three key trends reflecting these changes: ▲ Brand Fusion ▲ Identity Assimilation ▲ Creativity Enhancement Tools.
'Brand Fusion' refers to the process by which brands collaborate with creators and communities to elicit greater responses. Brands can connect with a broader audience by partnering with various creators, allowing them to communicate with consumers in a differentiated manner from traditional marketing.
'Identity Assimilation' is the concept that brands must evolve in a way that reflects the values and cultures of consumers. TikTok emphasizes that a culture has formed in which users from diverse backgrounds and experiences empathize and communicate with each other, stressing that brands also need to connect more deeply with consumers within this trend.
'Creativity Enhancement Tools' refer to the methods by which brands utilize new technologies and platforms to create creative content. It was analyzed that actively leveraging various digital tools, including artificial intelligence (AI), can enable brands to engage in more original storytelling.
Sofia Hernandez, TikTok's head of global business marketing, stated, 'In 2025, brands will shape culture in more creative ways by collaborating with communities,' adding, 'TikTok will provide various opportunities for brands and creators to grow together.'