‘What’s next’: TikTok updates brand marketers on 2025 plans

January 10, 2025 10:14

The TikTok community is reshaping how the industry thinks about marketing and the future of business growth, according to the social media giant’s What’s Next Report for 2025.

The annual trend forecast, now in its fifth year, is designed to equip marketers with insights into the TikTok community’s evolving wants and needs. It hopes to empower brands to not only navigate the year ahead, but to shape it.

According to TikTok, in 2025 its community will unite to create unique, transformative, and year-defining content – a movement it has coined ‘Brand Chem’ – which will make the old marketing playbook (that of brands telling consumers what they need) redundant.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.