If there’s one thing that stood out to me in TikTok’s “What’s Next 2025” report, it’s how influencer marketing is no longer just about creating content but relying more and more on creating chemistry. Or, as TikTok calls it, Brand Chem.

When I first heard the term, I rolled my eyes a little. Another trendy buzzword? But then I dove in — and honestly, it clicked. Brand Chem is less about flashy campaigns and more about listening, adapting, and transforming alongside your audience. And TikTok isn’t just talking about trends; they’re showing us how to take action on them. Here’s what I learned and how you can put it to work.

What is Brand Chem?

At its core, Brand Chem is the intersection of community, creativity, and culture. It’s about building real connections by embracing the communities already thriving on TikTok and letting them shape your brand — not the other way around. That means creators, real stories, and evolving identities.

Adapted from Whatʼs Next 2025,  Trend Report, Tik Tok for Business

TikTok breaks this down into three themes:

• Brand Fusion – How brands gain relevance by working with a wider pool of creators.
  
  
• Identity Osmosis – How evolving values reshape brand identities.
  
  
• Creative Catalysts – How emerging tools (like AI!) are redefining content creation.

Brand Fusion: Build Lasting Bonds by Expanding Your Creator Network

Audiences aren’t looking for the loudest voice; they’re looking for more voices they trust. TikTok recommends expanding your creator pool to maximize reach and relevance.

Tips to try:

• Try unfiltered, less-polished content — think real over perfect.
  
  
• Create urgency with creator-exclusive offers (discount codes, flash drops).

Trend Signal 1 : Creator Spread

More Creators. More Reach. More Relevance.

As TikTok communities continue to grow, so does the demand for authentic voices. That’s where Creator Spread comes in — a trend centered around diversifying your creator pool to reach more niches and build real cultural relevance.

We’re not talking about celebrity-level influencers with massive followings. We’re talking about the rise of micro and niche creators: quiet reviewers, quirky commentators, everyday users who resonate with specific audiences in powerful ways.

Why It Matters

Traditional marketing models — like the 70/20/10 budget split — weren’t designed to keep up with the speed and volume of content that platforms like TikTok demand today. Audiences crave volume, variety, and authenticity, and brands that embrace a broader creator strategy are winning.

What’s Next

To stay relevant, brands should expand their creator networks, even by up to 50%, tapping into smaller, trusted voices to drive impact at scale.

How to Make It Work

• Use the Influencer Marketing Platforms: Whether you're looking for quick-turn UGC or deep collabs, platforms like Influencity simplify creator discovery, campaign management, and activation.
• Apply it Like Supercell: For the game launch of Squad Busters, Supercell partnered with both gamers and non-gamers — showcasing the game from diverse angles to expand reach and resonance.
• Stick to Authentic Visuals: Audiences prefer raw, unpolished content. Encourage creators to avoid overly edited videos and lean into their natural storytelling style.
• Add Sonic Cues: Use trending or brand-aligned audio from the Commercial Music Library (CML) to boost discoverability and enable Spark Ads amplification.
• Boost with Keywords & Hashtags: Don’t forget to amplify reach using relevant tags, mentions, and niche-specific hashtags. These act as discovery accelerators and connect you to communities already engaged in the topic.

Trend Signal 2: Trust Fund

From Audiences to Advocates — One Real Moment at a Time

In the digital scene full of noise, genuine connection is becoming a brand’s biggest asset. Trust Fund is all about building that connection through transparent, two-way communication. Think unfiltered street interviews, behind-the-scenes glimpses, and creator-led storytelling that puts real people and real moments front and center.

What’s Happening

Brands used to rely on bold, splashy messaging to make their mark. But today’s audiences are shifting. They want dialogue, not monologues. They want to be seen, heard, and valued.

What’s Next

The next evolution in marketing is interactive, not performative. When you involve your audience in the experience, they reward you with trust, loyalty, and engagement that money can’t buy.

How to Make It Work

• Host TikTok LIVE Events: Go live to connect directly with your audience. Answer questions, create excitement, and let your community see the humans behind the brand in real time.
• Real-World, Real-Time Content: Follow Renault’s lead. Their “WHAT THE FIVE SHOW” used TikTok LIVE to spotlight the launch of the Renault 5 E-Tech with French artists and IRL energy — blending online and offline storytelling.
• Go IRL with Your Visuals: Capture real moments at events, in stores, or out in the street. Authenticity drives trust, and showing up in real spaces makes your message tangible.
• Sound Matters: High-quality mic audio is essential. Let your customer voices be heard — literally. Conversations spark connection.
• Use #LIVE and Engage: Tag your live content with #LIVE to boost visibility, join trending conversations, and build lasting relationships with your viewers.
  
  
  

Trend Signal 3: Constant Confidant

The Brands That Stay Become the Ones That Matter

Audiences are done with brands that only show up when there’s something to sell. In 2025, what’s winning hearts (and attention) is consistency, presence, and emotional support. The “Constant Confidant” trend urges brands to be reliable companions, not occasional guests.

What’s Happening

Consumers are more skeptical of flash-in-the-pan marketing tactics. One-off ads and seasonal campaigns aren’t enough anymore—especially when they feel transactional. Trust now comes from ongoing support, not just standout moments.

What’s Next

To build a brand that’s truly embedded in your audience’s lives, you need to show up before, during, and after the sale. Think of your brand as a partner in their journey—not just a product on their feed.

How to Make It Work

• Tap Into Partner Connect: Work with vetted TikTok production experts who get your audience and know how to keep content flowing—at scale and with heart.
• Support Growth, Not Just Sales: Take a cue from Sour Patch Kids, who launched the “Mischief for Change” scholarship for HBCU students—proving that giving back builds long-term community trust.
• Visuals with Personality: Don’t be afraid to get a little quirky. Expressive mascots, fun animations, or emotionally resonant symbols can become your audience’s new favorite character.
• Choose Music That Feels: Music drives emotion. Explore TikTok’s mood-based playlists to pick tracks that reflect the tone of your message—whether it’s cozy, confident, or calm.
• Relatable Amplifiers: Tap into everyday rituals—like office routines, snack breaks, or outfit check-ins—to stay connected with your audience’s real lives. Use trending hashtags and formats to join the conversation authentically.

Optimizing Your Creative Supply Chain on TikTok

At its core, the creative supply chain is a system involving people, processes, and technology. Understanding and optimizing at every stage unlocks greater opportunity for culturally relevant content to be created, faster. Turn big ideas into culturally relevant content—faster and smarter.

Let’s face it: great content doesn’t happen by accident. Behind every viral campaign, there’s a creative supply chain — a behind-the-scenes system that involves people, processes, and tech working in sync. When optimized, this system becomes your go to for creating content that moves at the speed of TikTok culture.

Here’s how to break it down and improve every step:

Adapted from Whatʼs Next 2025,  Trend Report, Tik Tok for Business

Tip: Use Insights tools like Influencity to ground your planning in data, not guesswork.

Tip: Explore niche communities and look for emerging POVs to build authentic storytelling hooks.

Tip: Keep it nimble. Lo-fi content often outperforms overproduced ads here.

Tip: Don’t just count clicks—analyze comments and shares to understand emotional resonance.

Tip: Repurpose winning TikTok content into Spark Ads or cross-post for omnichannel reach.

Tip: Use shared platforms like Influencity for approvals and feedback loops to reduce bottlenecks.

Identity Osmosis: Let Your Audience Reshape Your Brand Values

Brands no longer define culture — they reflect it. From #WomeninSTEM to #Delulu, niche communities are building massive momentum.

Tips to try:

• Tap into POV storytelling (e.g., “day in the life” or “what I wish I knew”).
• Use TikTok Dubbing to reach global audiences authentically.
• Embrace vulnerable, personal content to foster deeper loyalty.

Trend Signal 1: Power of Perspectives

Representation, Reimagined

In 2025, TikTokis a mirror of real, raw, and refreshingly personal stories. The "Power of Perspectives" trend reflects a growing movement where niche, personal points of view (POVs) are not only being celebrated—they’re building new communities and reshaping how brands connect.

What’s Happening

For too long, marketing has focused on a narrow view of what’s "relatable." But real people want real stories. Today, creators are bringing their unique backgrounds, identities, and lived experiences to the forefront—whether it’s the voice of a Latino boyfriend, disability pride content, or quirky roleplay humor.

What’s New

This year, expect POV storytelling to become a must-have in your influencer marketing strategy. It’s not just about showcasing your product—it’s about telling stories that make audiences feel seen, understood, and part of something bigger.

How to Make It Work:

• Use TikTok Dubbing for Global Reach: Leverage TikTok’s Symphony Creative Studio Dubbing to share content in multiple languages and localize stories for global audiences—without losing their emotional punch.
• Empower Your Community with Branded Missions: Take inspiration from Oi Telco, who launched a branded campaign encouraging users to share how the internet helped them find self-expression. It sparked pride and engagement all at once.
• Lean Into Direct Eye Contact & POV Angles: Shoot your content from the viewer’s perspective—like they’re having a face-to-face moment with your brand. This format builds instant intimacy.
• Create Custom Sounds with Heart: Sound sets the tone. Launch a custom track that creators can use to tell their own spin on your message—positive, proud, or personal.
• Tap Into Emerging Communities: Whether it’s LGBTQIAP+, neurodivergent creators, or multilingual influencers—these groups are driving cultural conversation on TikTok. Join them with authenticity, not agenda.
  

Trend Signal 2: Girls are Girling

Redefining Girlhood, One TikTok at a Time

The "Girls are Girling" trend is a cultural movement. On TikTok, women are reclaiming girlhood in all its complexity, using the platform to critique outdated norms, celebrate personal wins, and empower one another. 

Whether it’s through ASMR hairstyles, salary transparency, or affordable dupes next to luxury hauls, the message is clear: femininity is multifaceted, powerful, and ready to shop.

What’s Happening

For too long, girlhood was boxed in by superficial branding. Think pink bows and “girl boss” quotes. But now, TikTok’s female creators are pushing past stereotypes to create space for real, intersectional experiences.

What’s Next

Female inclusivity is no longer optional—it’s foundational. Brands that celebrate the full spectrum of womanhood, from the playful to the powerful, will win loyalty and cultural relevance in 2025.

How to Make It Work:

• Refresh Your Creative with TikTok Symphony:  Use the Re-Fresh feature to remix one video into many by tweaking text, sound, and visuals. It’s a great way to cater to different “girlhood” communities without creating new content from scratch.
• Lean into Community Storytelling:  Encourage creators to define what girlhood means to them—whether that’s mental health support, STEM wins, skincare routines, or corporate fits. This fosters authenticity and trust.
• Use Quick Transitions & Visual Punch: Fast edits, vibrant colors, and aesthetic overlays help capture attention and reflect the energy of TikTok’s femininomenon.
• Soundtrack It with Girl Pop: Tracks like Tinashe’s Nasty are fueling this trend. Use bold, catchy sounds to tap into the mood and draw users into your story.
• Collaborate with Women in STEM & Beyond: Highlight underrepresented female communities—like Women in STEM—for campaigns that go deeper than surface-level representation.
  
  
  

  Trend Signal 3: In OUR Era

  Rethinking Milestones, Redefining Success

  TikTok is reshaping how we think about “success.” Gone are the days when traditional life milestones like homeownership or marriage defined personal growth. Today’s creators are embracing a new narrative—one that prioritizes mental well-being, personal happiness, and authentic self-development. Welcome to In OUR Era.

What’s Happening

Society’s long-standing checklist of adulthood—house, marriage, kids—no longer resonates with many. Instead of triggering inspiration, it’s caused comparison, FOMO, and anxiety.

What’s Next

How to Make It Work

• Tap Into Real Moments with Insights: Use social listening tools to understand what your audience really cares about—personal goals, financial shifts, passion projects—and engage them when it matters most.
• Showcase Real-World Journeys: Highlight stories that feel personal and raw—think creators talking about budgeting, burnout recovery, or career pivots. DoorDash nailed this by connecting side hustles with long-term dreams.
• Visual Cues: Words of Affirmation: Use uplifting text overlays and supportive visuals. Encouragement goes a long way when speaking to emotionally driven audiences.
• Soundtrack It with Calming Audios: Skip the hype music. Calming, reflective soundtracks let your audience feel and reflect—making your message more meaningful.
• Amplify Through Relatable Routines: Leverage trends like “5pm to 9am routines” to connect with multi-dimensional audiences who balance jobs with creative, fitness, or wellness pursuits.
  
  
  

Exploring TikTok’s Emerging Communities: Where Trends Meet Tribes

One of TikTok’s biggest superpowers? Community. But not in the traditional sense. On TikTok, communities grow like conversations. They evolve, split off into niche topics, and create their own styles, languages, and aesthetics. The best part? They’re open to everyone. That includes brands, too.

If you’re wondering how to truly connect with audiences on TikTok, the answer might be: find the right community and speak their language. Let’s look at some of the most active, creative, and culturally rich communities taking over the platform right now—and how brands can plug in authentically.

Communities Built Around Positivity & Wellbeing

• #hopecore – All about optimism and feel-good content. Think uplifting edits, cozy visuals, and messages that brighten your feed.
  
  
• #Affirmations – Users share motivational phrases to inspire daily confidence and new habits.
  
  
• #SelfCare – From skincare routines to “me time” rituals, this is a space for slow mornings and mental wellness.
  
  
• #Delulu – A tongue-in-cheek trend where “delusional” dreams (like marrying your celebrity crush) are embraced as a form of joy. Because sometimes, delulu is the solulu.

How brands can join: Collaborate with creators to share affirmations using your product, or create feel-good series tied to wellness, like a “hope core” unboxing moment.

Communities That Redefine Work & Ambition

• #corporatetok – Skits, stories, and insights from 9-to-5 life—relatable, funny, and often brutally honest.
• #CorporateBaddies – Empowering those who are thriving at work and doing it in style.
• #OfficeSiren – Bringing back 90s and early 2000s office fashion with a modern twist.
• #FinanceBro – Once satire, now a lifestyle—sharing financial tips, stock memes, and hustle culture jokes.
• #WomeninSTEM – Celebrating women breaking barriers in science, tech, engineering, and math.

How brands can join: Feature your team or product in relatable skits, or launch campaigns that support career growth, workplace confidence, or STEM education.

Communities Built on Nostalgia & Aesthetic Vibes

• #nostalgiacore – From vintage clothes to VHS edits, it’s all about embracing the past.
  
  
• #retrogaming – Classic consoles, pixel art, and childhood memories brought back to life.
  
  
• #y2k – Think butterfly clips, low-rise jeans, and all things early-2000s glam.
  
  
• #granfluencers – Older creators showing that age doesn’t limit creativity or influence.
  
  
• #mobwife – A bold, over-the-top aesthetic filled with fur coats, drama, and old-school glam.

How brands can join: Launch themed product drops (Y2K-inspired makeup, anyone?), partner with iconic creators from different generations, or create nostalgic ad formats with a TikTok twist.

Communities Rooted in Real Life

• #MomTok – A supportive space for moms sharing parenting hacks, real-life struggles, and little joys.
  
  
• #SportsTok – From pro teams to passionate fans, this community celebrates how sports bring people together.

How brands can join: Sponsor creators in these spaces, create campaign challenges around key life moments, or co-create content tied to big sports moments or family life.

Creative Catalysts: Tap into Tools That Make Creativity Feel Effortless

AI isn’t replacing creatives, it’s inspiring them. From outfit styling to script generation, TikTok’s new tools help brands experiment faster and smarter.

Tips to try:

• Use AI Assistants in influencer marketing platforms like ours to brainstorm content and scripting ideas.
  
  
• Remix old assets using Image Ads and TikTok’s new Refresh features.
  
  
• Turn your comment section into a focus group — then actually implement the feedback.

Trend Signal 1: AI Eases Everyday

From Intimidation to Innovation

AI may have once sparked uncertainty, but on TikTok, it’s become a playground of possibility. From outfit generators and interior design ideas to recreating historical scenes or sparking script inspiration, AI is being used in creative, delightful, and surprisingly accessible ways.

What’s Happening

AI was once viewed through a lens of fear—will it take over jobs? Replace creativity? On TikTok, the script has flipped. AI is now a tool for imagination and everyday enhancement.

What’s Next

AI will no longer be a backend function or buzzword. It’s becoming a visible, creative partner that helps brands ideate, experiment, and deliver content faster and smarter. Expect users to embrace brands that showcase AI as fun, intuitive, and empowering.

How to Activate This Trend

• Use TikTok's Symphony Assistant: Tap into the Symphony Assistant for instant access to real-time trends and convert them into ready-to-film scripts. It’s like having a data-powered creative director at your fingertips.
• Show, Don’t Tell — Creative Example: Grocery giant Lidl leaned into the viral #potaxie trend, using AI to reimagine their in-store experience through a fantastical, avocado-themed universe. It wasn’t just clever—it was culturally tapped-in.
• Visual Cues, Animated Storytelling: Use AI-generated visuals to animate characters, concepts, or even entire brand stories. TikTok users love fresh formats, especially when they blend nostalgia and novelty.
• Sonic Identity, AI Voiceovers: Experiment with AI-generated voiceovers to add variety and personality to your content—dynamic tones, accents, and languages help keep stories fresh and globally resonant.
• Amplify Through Culture: Engage with niche communities like Spanish floptok, who’ve embraced AI to build entire fictional worlds. These groups love brands that play along and respect their in-jokes.

Trend Signal 2: Remix Recycle

Stretch Your Content. Spark New Stories.

The days of creating content for rigid marketing “seasons” are fading. TikTok’s fast-moving culture and on-demand shopping habits (think: #summerween in June) have opened the door for brands to remix, recycle, and repackage creative assets without exhausting audiences.

What’s Happening

In the past, marketers poured budget into assets with limited shelf lives. If a campaign missed its moment, it was over. Now, that mindset is shifting.

What’s Next

Brands are extending the life of their content by reformatting and repurposing it in new, dynamic ways. It's not just efficient—it’s smart, sustainable, and strategic. Using features like Image Ads lets you tell more stories with less effort and keep your audience engaged through playful, format-forward content.

How to Activate This Trend

• Creative Solution: Image Ads: “Versioning” doesn’t stop at changing a headline. Swap formats entirely—Image Ads are having a moment. They’re perfect for hopping on trends quickly, especially when video isn’t the star.
• Creative Application: Travel Content: Instead of over-produced travel vlogs, many creators now share helpful tips using static images. This makes the experience more digestible—and easier for viewers to save and act on.
• Visual Cues: Meme Magic: Memes are booming again. Use your image-based content to tap into viral meme formats or trends. Photo carousels are becoming the new scroll-stopper.
• Sonic Identity: Loosen Up: In photo mode, the music doesn’t need to match video transitions. That means you can experiment more freely with soundtracks that reflect mood, vibe, or humor.
• Amplifiers: Embrace Surprise: Just like blind boxes, swipe-through image ads create a “what’s next?” moment. Use captions, emojis, or unexpected twists to keep curiosity high.

Trend Signal 2: Comment to Cart

When the Feedback Section Becomes the Product Lab

On TikTok, the comment section isn’t just where users share reactions—it’s where innovation happens. Brands are increasingly using real-time feedback from comments to inform product decisions, from new flavors to packaging changes. The result? A collaborative, trust-building loop where consumers feel genuinely seen—and heard.

What’s Happening

Traditional product development often leans on expensive, time-consuming focus groups. On TikTok, feedback is instant and authentic. Smart brands are mining their comments for inspiration, skipping the guesswork and getting straight to what people want.

What’s Next

Your comment section is your new co-creator. Brands that openly show how community input shaped their offerings will build loyalty, boost engagement, and earn major credibility.

How to Activate This Trend

• Creative Solution: Spark Ads: Use Spark Ads to boost top-performing creator or fan content that features your product—or even mentions suggestions. Keep the conversation going and spotlight real voices.
• Creative Application: Wingstop’s Hot Honey Rub: Wingstop turned feedback into a fan-favorite comeback. After overwhelming demand in the comments, they made Hot Honey Rub a permanent flavor. Their audience exploded with excitement—and loyalty.
• Visual Cues: Make It Known: When you respond to feedback, show it off. Highlight user comments in videos, tag contributors, and create “you asked, we listened” content that celebrates community input.
• Sonic Identity: SoundOn Artists: Collaborate with emerging SoundOn artists to create a soundtrack that captures the vibe of your new launch—especially if it was inspired by your community.
• Amplifiers: Tap into Foodie Culture: From #asmrsnacking to #recipes, food communities on TikTok are collaborative by nature. Launching a new menu item? Let creators test it, react to it, and spark conversation in the comments.
  
  

Action It: How to Use Brand Chem in Your Next Campaign

Here's how I’m planning to implement Brand Chem into my next campaign strategy — and how you can, too:

Pre-Campaign

• Use TikTok’s Creator Marketplace to vet and onboard creators quickly.
  
  
• Craft briefs around identity-driven storytelling — let your creators guide the narrative.
  
  
• Use tools like Insights Spotlight to understand what your target communities care about.
  
  

During the Campaign

• Lean into LIVE events and behind-the-scenes content to build trust.
  
  
• Track engagement with Creator Codes and Spark Ads.
  
  
• Let your creators remix content in real time — this is where the magic happens.
  
  

Post-Campaign

• Analyze what formats performed best and why.
  
  
• Use sentiment analysis and community feedback to shape your next move.
  
  
• Don’t let the conversation end — keep showing up, even between product launches.