TikTok published its fifth What’s Next 2025 Trend Report that explores upcoming marketing approaches and user behavior monitoring in the platform. The report tracks down three significant trends which represent Brand Fusion and Identity Osmosis along with Creative Catalysts in order to help brands reach their target audiences better.
Brand Fusion: Strengthening Brand-Audience Relationships
Brand Fusion describes how brands must transform and interact with their audiences. The report indicates that most TikTok users support brands which work with multiple creators. Companies who work together with product reviewers and influencers achieve better storytelling capabilities to reach different consumer groups.
Decathlon achieved a 71% jump in view-through rates within UAE Kuwait and Qatar by using both the TikTok Creator Marketplace and Spark Ads. The report reveals that 40% of TikTok users value brands with personality character because they feel understood by such brands through a similar connection experienced by 45% of social media users.
Identity Osmosis: Aligning with Consumer Values
Identity Osmosis has become a critical trend because 81% of TikTok users find the platform essential for discovering new information about consumer identities and values which shapes their personal representation.
Michael Kors executed its Saudi Arabian and UAE/Kuwaiti back-to-school media campaign by connecting with local influencers through the TikTok Creator Marketplace in the fields of beauty and lifestyle and travel. The applied strategy brought in 58 million impression reaches among 8.3 million users.
TikTok serves as a platform that enables users primarily women and professionals from finance and STEM fields to connect easily with others who share their interests according to research findings.
