品牌化学2025趋势报告

Table of Contents Methodology01Our Trend MethodologyResearch Methodology34 Introduction02Brand Chem7 ●Brand Fusion●Identity Osmosis●Creative Catalysts81828 Our TrendMethodology We define trends based on their impact andlifespan, and through our Speeds of Culturemethodology, we make a key distinction betweenwhat's trending now (in the short-term) vs. beingon-trend (in the long-term). For this trend report, we will focus on ourlonger-term trends,Trend ForcesandSignals,that will shape 2025. Curious what took off in 2024? Want to learn more about Trends? Check outYear on TikTok 2024as we scroll back to theyear's most memorable trends, creators and moments withour community. ●Check out our Trend Dashboards on the TikTok Creative Center●Read our Trend Reports in the Trends Hub on the TikTok Creative Center ResearchMethodology This report is heavily supported by data from the Global TikTok Marketing Science team gathered acrossmultiple third party commissioned research studies utilizing mixed methods approaches often includingquantitative online surveys, exposure to stimuli in a mock TikTok environment, and/or advanced analytics. Inthis report, we've focused on studies from 2022  2024, which are most relevant, innovative, and speak to thelarger trend forces at play in 2024. Sofia HernandezGlobal Head of Business Marketing at TikTokThe creative storytellingopportunities on TikTok areendless, and this next yearwill bring the TikTokcommunity even closertogether. BRANDCHEM In 2024, brands like yoursembraced creative bravery;piqued global curiosity, bet onunhinged storytelling (looking atyou Nutter Butter), and bridged thetrust gap between consumers andbrands with creators.Revisit the Whatʼs Next2024 Report to understand all these references). Itʼs not magic, it's chemistry, or as wecall it at TikTok,Brand Chem -abalance of listening, adapting, andtransforming. When brands open up tofresh creator communities andintentionally create spaces for realengagement, theyʼre not justconnecting—theyʼre tapping into thepulse of their audience. As we move into 2025, weʼre here toguide you and your brands towardbecoming more culturally resonant bygiving creators and communities greatercreative ownership. We'll teach you howto unlock richer insights, uncoverstronger truths, and provide faster pathsto connection and chemistry. This approach builds networks thatinspire deeper understanding andunlock new levels of trust andcreativity, driving cultural relevance inways that matter to both yourcommunities and your business. Through themes like Brand Fusion,Identity Osmosis, and CreativeCatalysts, this yearʼs trend report bringsyou more actionable insights, showinghow audiences are responding and howbrands are adapting to shape WhatʼsNext 2025. Whatʼs Next2025; TLDR BRAND CHEM New bonds. Bigger impact. We have the formula. IDENTITY OSMOSIS BRAND FUSION CREATIVE CATALYSTS Are youexploringnew efficiency tools to takemore exciting creative risks? Are youevolvingyour brand identity to meetdynamic consumer values? Are youready to adaptto the new demands ofyour consumers for more? Signal 1: Power of Perspectives Signal 1: Creator Spread Signal 1: AI Eases Everyday A wider pool of creators for your brand buildsrelevance across niches. People are sharing their niche POVs to connectwith global audiences. AI will give brands a creative edge by enablingfaster ideation and production. Signal 2: Trust Fund Signal 2: Remix Recycle Signal 2: Girls are Girling Female inclusivity will be integral to brands'bottom lines. Content that sparks conversations with consumersbuild genuine trust. Brands exploring fresh ways to remix theircontent will expand their identity. Signal 3: In OUR Era Signal 3: Comment to Cart Signal 3: Constant Confidant The comment section is the new focus group. Consumers will pay attention to the brands that arealways there for them. Creators are redefining traditional life-stagemarketing with more intimate personal goals. BrandFusion noun; /brand fyüzhən /A dynamic state where a brand gains renewedvigor, becoming more responsive and ready tobuild lasting bonds Whatʼs Next 2025 | Trend Report More nuance and inclusivity isnʼt just for content.Getting representation right, means gettingconnection right and it applies to brands too. Brands who want tobuild lasting bondswith their consumers need to bridge thegap between representation andconnection in advertising. Ameneh AtaiGM, AudienceMeasurement, Nielsen Whatʼs Happening Whatʼs Next Trend Signal 1 The traditional 70/20/10 marketing budgets arenot designed to influence at the pace contentcreation and expectations are happening. A wider pool of creators for your brandbuilds relevance across niches. Creator Spread 2 out of 3 As communities seek trusted voices,more people are becoming creators, fromquiet reviewers to quirky characters. It'snot about the loudest voice, butincreasing the number of creators,sometimes even by 50%—t