TIKTOK IN 2025: WHERE ARE WE HEADING?
In 2024 we witnessed a surge of chaos, anti-influencers and mayhem. Our For You Pages were flooded with cursed edits, the rise of #hopelesscore, and multi-million-dollar brands abandoning traditional marketing strategies in favour of unfiltered, unconventional approaches, so, what’s next for 2025?
MORE ORIGINAL TIKTOK SERIES’
We’ve mentioned it before but we’re seeing a rise in videos of TV-series-style content with a strong repeating format. We’re seeing a push away from short trending content and instead, people crave genuine connection through compelling storytelling, as seen with viral examples like Shopcats, Recess Therapy and Boy Room.
As TikTok increasingly becomes part of our daily routine, the demand for accessible, higher production comes with it, particularly in a saturated market, this consistent, repeated format resonates with audiences and helps to build community ensuring viewers know exactly what to expect and grow to love the host or guests.
2. BRANDS EMBRACING MORE CULTURAL MOMENTS WITH THE ‘ANTI-INFLUENCER’
A standout example of this strategy is @marcjacobs, which has mastered the TikTok anti-influencer approach by leveraging niche TikTok moments to captivate and excite viewers. Similarly, @faytlabel has excelled at fostering a deep connection with their audience by actively listening to their fans. Their founder, Britney Saunders, sets an impressive standard by addressing claims and controversies with honesty and transparency, further solidifying trust and loyalty within their community.
3. CELEBRATING REPEAT COMMENTERS AND CUSTOMERS
Shifting the focus to celebrating repeat commenters and loyal fans instead of influencers is gaining momentum. Again, @faytlabel have already embraced this approach, hosting a competition that sparked conversations about 'ungrateful' influencers who receive compensation and free products. Instead, @fayt prioritised their most engaged customers to attend a Fayt brand trip asking them to make content of their experience. This is such a great way to foster your audience and show your customers that you care about who is purchasing your product, not just focusing on followers.
4. BRANDS AND INFLUENCERS MAKING THEIR OWN FAN PAGES AND EDITS
The era of the 'POV sell' on TikTok is over. Instead, speaking about yourself in the third person is the new trend. We've seen artists creating fake fan pages or referring to themselves as if they were outsiders/fans, cleverly baiting followers into believing there's more organic hype surrounding them. This strategy sparks curiosity and builds an illusion of widespread buzz, making it a subtle yet effective way to capture attention, a perfect example of this is the video below from Canadian TikTokker @bomanizer.
