TikTok Marketing Trends in 2025 – The Ultimate Guide

TikTok shaped the marketing industry upside down. TikTok Shop initially launched in 2021 in the UK and gradually expanded to other regions before officially debuting in the US in September 2023. By late 2023, it had already generated substantial sales in the US, with some reports estimating revenues nearing $1.5 billion. New partnerships came out in 2024 like the integration with Amazon. Now, creators can rely on TikTok Creator Search Insight, and have more tools to create outstanding content than ever before. TikTok’s interest graph simply dominated the competitor platforms who had social graph based algorithms before. And last but not least, with the new Trump administration, it seems that the ban in the US market will not happen soon.

But what’s next in 2025 in TikTok marketing? Where is the market heading? What are the experts and TikTok marketing officials say? This comprehensive TikTok marketing guide go after the newest tiktok marketing trends, the latest brand success stories and creator tools in order to make you prepared in 2025.

TikTok continues to redefine digital marketing, offering a unique blend of cultural insights, dynamic engagement, and new-wave content formats. To stay ahead, brands must understand and adapt to the trends shaping TikTok’s dynamic ecosystem. Here’s a breakdown of key trends for 2025:

In the dynamic landscape of TikTok, identifying and engaging with trends across various niches and subcultures requires advanced strategies beyond basic monitoring. Here are sophisticated approaches to enhance your brand’s relevance and resonance:

Utilize AI-driven analytics platforms to examine user behavior, content performance, and emerging new patterns. These tools can predict trend trajectories and identify niche communities by analyzing vast datasets, enabling proactive engagement. Like the built-in TikTok Creative Center, or external tools like Trendpop.

Actively participate in niche communities (like #skintok, #foodtok, #fittok, #parenttok) by collaborating with micro-influencers who have authentic connections within these groups. This approach fosters trust and positions your brand as an integral part of the subculture. You can find these creators and micro influencers on platforms like minisocial, Saral or Billo.app.

Authenticity remains predominant on TikTok. While some trends have a short life span, brands can reframe and participate if the content aligns with their core values. This ensures relevance without seeming forced.

Farah shared her insights on a recent webinar organized by Business of Fashion about TikTok marketing trends. This framework acts like a rulebook that allows the marketing team to react quickly to new TikTok organic trends while ensuring everything aligns with the brand’s image and goals.

TikTok’s user base is maturing, with increasing engagement from Millennials and even Gen X. This shift demystifies TikTok as a platform for Gen Z alone. Millennials and Gen X bring new opportunities for brands, especially those offering family-oriented, financial, or premium products. These users are drawn to TikTok for:

• Relatable Content: Authenticity remains key, but this audience often prefers practical, value-driven, or nostalgic content. For instance, DIY projects, parenting tips, or ‘80s and ‘90s throwbacks can resonate strongly
• E-Commerce Integration: TikTok’s native shopping features, like TikTok Shop, appeal to older generations familiar with online shopping but seeking entertaining experiences while browsing.
• Community Engagement: These demographics often engage more deeply with informative or solution-focused content, making explainer videos or tutorials a great way to connect.

The demographic shift is also one of the reasons why TikTok will boost long-form content on the platform more and more. TikTok is making a big change by replacing its $1 billion creator fund with a new program that pays creators only for videos longer than one minute. This shows that TikTok sees long videos as more valuable and engaging for viewers.

Cultural nuances play a huge role in TikTok trends, making localized content a game-changer for regional success. Additionally, TikTok’s unique ability to amplify diverse voices means viral trends can originate from anywhere – from unknown creators to established luxury brands. This democratization makes the platform a melting pot of ideas, where creativity can emerge from the unlikeliest places.

Unlike platforms where users are passive consumers, TikTok encourages active participation. Users don’t just watch; they create, comment, and engage with brands, fostering a two-way dialogue. This makes TikTok an environment where brands can organically integrate into cultural narratives, driving deeper and more meaningful connections.

This opens the door to creative solutions, such as a brand responding directly to a comment from their community. This approach can turn user-generated comments into authentic, highly relevant brand content. Before TikTok, we hadn’t seen ad solutions quite like this. Even better, these strategies work on Instagram too, as demonstrated by the strong engagement this brand’s ad creative has achieved:

Afsaana ad creatives using the above mentioned techniques

TikTok’s content stands out for being creative, with users deciding whether to engage in just 1.3 seconds. This demands high-impact visuals and hooks that captivate instantly, leaving no room for mediocrity in content creation.

Seasonal and cultural traditions are gaining momentum on TikTok, with users crafting narratives around these moments. Brands can leverage this by participating in or creating their own tradition-focused storytelling, connecting with audiences in a way that feels timely and authentic.

#1 e.l.f. Cosmetics

Launched in 2019, e.l.f. Cosmetics partnered with the agency Movers+Shakers to create a TikTok marketing campaign and challenge centered around a custom song called “Eyes. Lips. Face.” The goal was to invite users to showcase their creativity, confidence, and individuality by making fun, engaging videos to the catchy tune.

When they launched this ultimate viral TikTok campaign, it inspired nearly 5 MILLION user-generated videos from excited fans! It was the fastest TikTok campaign ever to hit one billion views!

We met Geoffrey Goldberg, the co-founder of Movers+Shakers, at the world’s largest Youth Marketing Festival in Brooklyn in March 2024, where we gathered the latest Gen Z marketing trends and strategies used by leading DTC brands and agencies.

And if you think e.l.f. couldn’t raise the stakes after their success, you’re mistaken. Shortly after their campaign, COVID-19 hit, but it presented them with an opportunity for another creative twist. The new song, Eyes. Lips. Face. Safe., served as a reminder about basic hygiene as COVID-19 spread across the globe.

#2 Gymshark

Fitness apparel brand Gymshark initiated the “66 Days | Change Your Life” challenge at the start of the new year to encourage fitness resolutions. They invited users to commit to a 66-day fitness journey, sharing their progress on TikTok with the hashtag #Gymshark66.

#3 Fenty Beauty

Fenty Beauty launched a campaign during Ramadan to connect with Muslim audiences celebrating the holy month. The brand featured makeup tutorials suitable for Ramadan gatherings and collaborated with Muslim influencers to share their beauty routines. TikTok marketing ideas like this can resonate deeply with the target audience, leading to increased engagement and positive brand sentiment.

Ramadan themed Fenty Beauty TikTok videos

TikTok creators are more than just influencers; they are authentic storytellers and cultural leaders who deeply understand the platform’s dynamics and their audience’s preferences. Collaborating with these creators as strategic allies can transform a brand’s presence on TikTok. Treat creators like creative directors who understand their audience deeply.

Fenty Beauty collaborated with TikTok creator Sean Garrette, a licensed esthetician, to produce content showcasing their skincare line. Garrette’s expertise and authenticity allowed Fenty to position itself as a trusted name in beauty, driving massive engagement and building brand loyalty.

Screenshots from Sean Garrette’s Instagram videos

American Eagle teamed up with TikTok star Addison Rae over multiple campaigns, including the #AEJeans challenge, which encouraged users to share their unique styles. This long-term partnership not only boosted sales but also strengthened the brand’s presence in Gen Z’s fashion space.

Coach partnered with creators who actively engaged with their TikTok audience through playful and witty comments. Coach has also effectively utilized TikTok by empowering retail employees and influencers to create authentic, engaging content. This strategy has led to higher engagement compared to their official account, showcasing the brand’s adaptability and resonance with the platform’s audience.

UGC videos promoting Coach products

TikTok is all about creativity and trying new things, making it a great platform for brands to explore and stand out. Success comes from experimenting and learning what works best. By testing different ideas and improving along the way, brands can keep their content exciting and connect with a wide range of audiences.

On top of that, TikTok’s dual algorithm makes it easy for your content to reach new audiences, opening the door to fresh opportunities and untapped segments.

TikTok’s audience loves variety, so it’s important to experiment with different types of videos. From short, snappy skits that deliver punchlines in seconds to mini-documentaries that tell a richer story, there’s no one-size-fits-all formula. For instance:

Duolingo has embraced short, humorous skits featuring their mascot, creating a playful brand presence.

@duolingo

Red Bull uses mini-documentaries to showcase extreme sports, aligning with their adventurous image.

@redbull

TikTok’s interactive features are a goldmine for brands looking to connect directly with their audience. Experiment with challenges, duets, stitches and polls.

Not every experiment will succeed, but each attempt provides valuable insights. Use these learnings to refine your strategy. Test posting times and video lengths to see what resonates. Experiment with different tones to determine whether your audience responds better to humor, education, or inspiration.

TikTok’s robust feature set makes it a powerhouse for brand storytelling, audience engagement, and e-commerce. Leveraging these tools strategically can amplify your reach and deliver both cultural and commercial wins.

TikTok is an ideal platform for brands with smaller budgets, thanks to tools like the TikTok Creator Marketplace. This feature allows brands to find and collaborate with micro- and nano-influencers, who often deliver exceptional results without requiring massive investments.

• Higher Engagement Rates: Micro- and nano-influencers have smaller, highly loyal followings, leading to stronger engagement and more authentic interactions. Their content feels personal, making audiences more likely to trust and act on their recommendations.
• Stronger Community Connections: These creators often have a deep connection with niche communities, making them perfect partners for brands looking to tap into specific interests or subcultures.

💡 Pro Tip: Instead of focusing on one big influencer, work with multiple smaller creators who align with your brand values. This approach maximizes reach and ensures content resonates with diverse audiences.

TikTok Creative Center: A Gateway to Insights

The TikTok Creative Center is an essential tool for brands looking to understand what’s trending and how to capitalize on it. Here’s how it helps:

• Trend Tracking: It provides real-time insights into trending hashtags, music, and themes, ensuring brands can align their content with what’s popular.
• Ad Inspiration: The Creative Center showcases top-performing ads, giving brands ideas on how to structure their own campaigns for maximum impact.
• Data-Driven Decisions: By analyzing audience engagement and content performance, brands can fine-tune their strategies and focus on what works.

💡 Pro Tip: Use the Creative Center as a research hub before planning your next TikTok campaign. It’s your shortcut to staying relevant and resonating with your audience.

TikTok Symphony: Redefining Content Creation

One of the newest innovations among TikTok marketing tools is TikTok Symphony, an AI-powered content creation tool that takes the guesswork out of scripting and video production. It’s designed to help brands and creators simplify the process of making engaging content while saving time and resources.

• AI-Powered Scripting: Symphony can generate creative scripts tailored to your goals, ensuring that your messaging is both clear and compelling.
• Trend Identification: The tool analyzes current TikTok trends and suggests creative directions to help your content feel timely and relevant.
• Efficiency Boost: By automating time-consuming tasks, Symphony enables faster content turnaround, giving brands the agility to react to trends in real time.

💡 How to Use Symphony: Incorporate this tool into your workflow to brainstorm ideas, develop scripts, and produce polished videos without needing a large creative team. This is particularly beneficial for small to medium-sized brands with limited resources.

TikTok Shop is a game-changing feature that turns TikTok from a social media platform into a powerful e-commerce engine. By allowing users to browse, shop, and purchase directly from the app, TikTok Shop creates a seamless journey from discovery to checkout, offering brands an incredible opportunity to drive engagement and conversions in one place.

Best Practices for TikTok Shop Success

Create narratives around your products instead of focusing solely on features. Show how your product fits into everyday life or solves a common problem. Also, respond to comments, stitch user-generated content (UGC), and create polls or Q&A sessions to foster community and drive interest.

Leverage TikTok’s analytics to understand what works best, including which products are gaining traction and what content formats drive the most sales.

Incentivize purchases by offering discounts, bundles, or limited-edition products available only through TikTok Shop. Furthermore, post regularly, engage with trends, and maintain a steady presence to build familiarity and trust with your audience.

Key Features of TikTok Shop

• Product Showcase: Add products directly to your TikTok videos, livestreams, and profile for seamless browsing and purchasing.
• In-Feed Product Links: Tag products in your videos so viewers can explore them instantly without leaving the app.
• Livestream Shopping: Host live events where audiences can shop while watching, combining entertainment with instant purchasing opportunities.
• Discount and Coupon Integration: Offer exclusive discounts or limited-time deals to incentivize quick purchases.
• TikTok Shop Seller Center: A dashboard where sellers can manage inventory, track performance, and optimize campaigns.

By mastering these features, brands can unlock TikTok’s full potential, from reaching untapped audiences to streamlining content creation and driving sales. Whether you’re building a long-term presence or running a targeted campaign, TikTok’s unique tools are the secret to sustainable success.

As we’ve seen through these strategies and case studies, success on TikTok is about more than just going viral—it’s about crafting meaningful connections, leveraging trends authentically, and turning creativity into measurable results.

At Evolut, we don’t just give TikTok marketing tips, we execute all kinds of campaigns as well. From engineering viral campaigns that leave your competitors in the dust to crafting long-term strategies that keep your brand ahead of the curve, we turn TikTok into your ultimate growth weapon. If you’re ready to stop playing it safe and start making waves, we’re your TikTok marketing agency team to make it happen. Let’s break the algorithm together.