What’s Next for Creators? [Expert Insights]

Few apps cycle by means of developments as shortly as TikTok. I spend infinite hours scrolling by means of the app, and it looks like each different day, a brand new trending sound, subject, music, or problem goes viral.

It may be laborious to maintain up, and I say this as a content material creator and marketer whose job is to remain in tune with the most recent happenings on social media.

Luckily, I and some different creators are savvy sufficient to see what TikTok developments are coming to the forefront in 2025.

So, in case you‘re interested by what developments to look out for and what it might take to go viral on the app this yr, you’ve come to the suitable weblog. Listed here are some TikTok predictions for 2025 based mostly on our survey information, content material creators, and social media advertising and marketing specialists.

What’s a content material pattern on TikTok?

TikTok content material developments are fashionable sorts of movies or themes that unfold like wildfire throughout the platform as new creators sew, duet, or adapt the content material to their very own story. It could have began with TikTok dances, however now developments can take any type, utilizing music, sounds, challenges, memes and different sorts of inspiration.

You’ll be taught extra about among the developments under, the place I discuss concerning the Susi Pesto and Pepe Prawn developments. Probably the most well-known, as I simply talked about, is TikTok’s dance challenges, the place folks movie themselves dancing to a particular audio clip — typically it’s nice. And typically? It’s downright hilarious.

Understanding the TikTok Content material Developments Cycle

TikTok content material developments usually appear to emerge randomly — and shocking issues acquire reputation. The extra particular a TikTok pattern, the shorter its endurance.

For instance, if persons are utilizing a particular sound and format for his or her movies, it’s much less prone to stick round for months on finish than if it’s a easy textual content overlay. The Fancy Like Dance featured a music by Walker Hayes known as “Fancy Like” and a particular dance:

Whereas it had numerous endurance, ultimately, it fizzled out as new developments arose.

However, the POV (standpoint) pattern isn’t prone to go anyplace. It’s easy, with a textual content overlay of “POV: [whatever the viewpoint is]” sitting on prime of pictures or a video, like this:

How TikTok Content material Developments Emerge

As I’ve talked about, there are many ways in which TikTok Developments get began — and customarily, the easier it’s, the quicker it spreads. Listed here are three of the most typical methods I’ve seen them emerge:

• Organically: A single creator may put up an thought, sound, or format that resonates with others.
• Trending Sounds: As soon as somebody makes use of a sound in a selected means — usually only a clip of a music with textual content overlays or dramatic skits, folks take part.
• Actual-World Relevance: Relying on what’s occurring on the earth, particular cultural references could flip into big-time developments.

When Developments Acquire Traction and Peak

As soon as folks begin seeing greater than a handful of creators selecting up on a pattern, the developments go viral extraordinarily shortly, and we begin to see widespread adoption from every kind of various creators.

The extra you see and interact with a selected pattern, the extra movies prefer it you’ll see. And as sure sorts of movies get extra fashionable, they collectively begin to get proven extra.

Subsequent, chances are you’ll begin to see developments evolve with new twists and modifications. Fancy Like hit its peak when it turned a business that includes TikTokers:

When Developments Fizzle Out and Resurge

As soon as issues hit the large time— or once they’re merely in every single place, folks cease watching each single one, and the following pattern begins to rise.

Nonetheless, simply because a pattern is on the downswing, it doesn’t imply it’s gone perpetually. One in all my favourite TikTok content material developments is the Grace Kelly music — whereas it petered out just a few years in the past, the tune is hauntingly lovely and catchy.

It was a easy pattern. Individuals sing all several types of harmonies to the identical set of lyrics, layering them on prime of one another: “I may very well be brown. I may very well be blue. I may very well be violet sky. I may very well be hurtful. I may very well be purple. I may very well be something you want.”

Then, because the Grace Kelly pattern slowed down, Ryan Reynolds and Will Farrell breathed new life into it earlier than the pattern sunsetted itself:

Enjoyable reality: I nonetheless hunt down this audio, watch this video, and smile.

How Your Model Can Capitalize on TikTok Content material Developments

Within the part under on predictions, I’m sharing among the developments the specialists I spoke with predict to see in 2025 and past. However earlier than you dive proper in, there are some things it is best to know and achieve this you possibly can take advantage of TikTok content material developments.

Comply with creators in your area.

Take note of trendsetters in your area of interest, as they usually spot and create developments early. However keep in mind, it’s not nearly your area. It’s additionally about developments from different corners of TikTok that present up in your target market’s FYP (For You Web page — the content material TikTok’s algorithm feeds you).

Have enjoyable with it!

TikTok is enjoyable — and to succeed with it, you possibly can’t take it too critically.

By that, I imply err on the aspect of playful (holding in thoughts #6 under) and check out a lot of issues. You by no means know what mixture could be magic for you. Typically, it’s about timing. Typically, it’s about developments, and typically, it’s nearly luck.

Be constant.

Sure, timing is all the things on TikTok, however you don’t should go massive or go dwelling. Merely displaying up and interesting constantly works. Stuff you don’t anticipate to go viral may take off, and issues that you simply suppose are boring may simply be the ticket to the large time.

Adapt shortly.

I’ve already talked concerning the unpredictability of TikTok, however haven’t but touched on how shortly you’ll have to act to capitalize on content material developments.

As Durga Kudumula, Head of Development Advertising at Designity, says:

“TikTok developments transfer quick, and staying related requires velocity, creativity, and powerful relationships with creators. Manufacturers want to observe developments, adapt shortly, and collaborate with creators to make sure their participation feels real. It’s not nearly copying what’s fashionable however aligning developments together with your model story in a means that resonates.”

Certain, I’ve seen some developments stick round for some time, just like the Susi Pesto pattern or the Pepe Prawn pattern, shocking folks with their shelf life.

Different occasions, developments solely final just a few weeks. So, if you wish to soar on the bandwagon, you possibly can’t afford to attend for weeks and weeks of hemming and hawing.

Set floor guidelines.

If you happen to work with or for a model, I like to recommend setting clear floor guidelines about what you possibly can run with, in addition to boundaries and pointers for what you possibly can — and may’t — put up. The very last thing you need is to get into scorching water with management since you acted with out approval. You additionally don’t wish to be up to now behind the pattern that your content material will get misplaced within the ether.

Have interaction, interact, interact.

The very best a part of rising your viewers on TikTok is participating within the remark part. Certain, there’s some damaging stuff, however that’s actually the place the magic occurs. But, so usually, I see manufacturers dropping put up after put up and never responding to their folks. If you happen to need assistance with this, HubSpot’s social media management software might come in handy — try it here.

TikTok Content material Development Predictions for 2025

1. Again Up Plan

Earlier than we go any additional, let’s tackle the elephant within the room. The authorized challenges TikTok continues to face within the US imply that if the app turns into unlawful, creators will want a backup plan.

Whereas there may be some dialogue round whether or not it may be used on gadgets the place it’s already downloaded, it’s affordable to imagine that it’ll change into much less and fewer prevalent. A number of creators I observe, together with Under the Desk News, are making backup plans and creating accounts on YouTube, Instagram, and Substack.

Fact be informed, even when all the things works out for TikTok, it’s at all times a good suggestion to have a backup plan, whether or not meaning backup TikTok accounts or accounts on different platforms. The truth is, it’s one thing I at all times advocate to purchasers. You by no means know when one thing goes to occur.

Nonetheless, even when TikTok does go the best way of the dodo fowl (😭 say it isn’t so!), I do consider these developments will proceed with regard to different short-form video content. So learn up and prepare to slay your TikTok (and Reels and Shorts) movies!

2. Authenticity

It‘s well-known that TikTok is without doubt one of the hottest apps amongst Gen Z. The truth is, 63% of Gen Z social media customers report utilizing TikTok within the final 4 weeks, in keeping with Statista.

It’s additionally no secret that Gen Z shoppers crave authenticity and relatability of their media.

Do not consider me? A latest survey exhibits that 82% of Gen Z shoppers would belief manufacturers extra in the event that they used genuine pictures of actual prospects of their commercials.

Content material creator and information analyst Sundas Khalid says Gen Z’s choice for genuine content material will gasoline the content material that will get probably the most consideration on TikTok.

“I anticipate storytelling, authenticity, and spontaneity to be the important thing themes,” she explains.

Khalid says, “Relatability was a giant theme in previous years, and folks discovered worth find folks they might relate to — however I feel it was overextended to the purpose the place it misplaced authenticity.”

She predicts relatability will nonetheless be helpful to TikTok audiences shifting ahead, however not if the creator or model appears too eager on coming off as relatable to audiences.

“Individuals would nonetheless wish to relate however provided that it‘s genuine and doesn’t appear to be ‘making an attempt too laborious,’” Khalid explains. “Being distinctive with out being relatable can be extra accepted and inspired on the platform.”

A few of TikTok’s largest stars grew their platforms by showcasing their actual, genuine personalities. Maybe probably the most compelling instance is Keith Lee, one in all my favourite TikTok content material creators.

Lee rose to fame by doing meals critiques of native, unbiased, and family-owned eating places in his hometown of Las Vegas.

His distinctive on-camera presence, sincere critiques, and acts of kindness helped him stand out. It additionally grew his TikTok following to fifteen million and earned collaborations with celebrities like Kevin Hart and types like Chipotle.

Not too long ago, Lee went to a number of cities throughout the nation to evaluate eating places, and, on some events, there have been mishaps in filming and sudden turns of occasions.

As a substitute of shying away from these points or pretending they did not occur, he would share sincere tales about what occurred behind closed doorways and why some eating places obtained poor scores.

His authenticity helped legitimize his critiques and construct belief together with his viewers. Authenticity can do the identical to your model on TikTok.

3. Instructional Content material

For years, Google was my go-to once I wanted data on nearly any subject.

Whereas I nonetheless rely closely on the traditional search engine, I am beginning to use TikTok to realize perception on all the things from popular culture updates to breaking information to how-to tutorials.

And I am not the one one. A latest examine discovered that 40% of shoppers use TikTok for informative content material. So, it is smart that creators like Jon Youshaei predict training content material will shine on the platform in years to return.

“Creating instructional content material will change into much more essential to going viral on TikTok due to the platform’s rise as a search engine,“ he says. ”For years, TikTok has been the place the For You Web page is dominated by developments, popular culture, and memes.”

Nonetheless, Youshaei says the tide is shifting as extra folks flip to TikTok to seek for tutorials, recipes, and particular questions.

“There can be an increase in creators who can create content material that gives solutions, which is way simpler to monetize and create a sustainable enterprise round,” he explains.

For instance, TikTok content material creator mndiaye_97 has over 16 million followers and is thought for posting humorous however instructional movies on animal conduct and wildlife.

Along with amassing hundreds of thousands of followers, Mndiaye97 content material has additionally snagged collaborations with BBC Earth and PBS. On common, his movies acquire a minimum of 1 million views and greater than 100,000 likes. Some movies have as many as 20 million views.

Skilled chef Cassie Yeung has over 3 million followers on the app and is thought for displaying her followers tips on how to cook dinner easy but scrumptious dishes at dwelling.

Her movies obtain anyplace between 1 million to 10 million views or extra on the platform.

Each creators present useful or fascinating data in a pleasant and informal means.

Mndiaye97 sprinkles each video with hyperbolic jokes and memes, and Yeung ends each video with “First chunk, bestie,” adopted by a real response to her meals.

So, contemplate posting instructional movies, however you do not have to take the strategy of a monotone lecturer. Have enjoyable and provides useful data to your followers in a novel means that fits your model.

4. Extra AI-Generated Content material

“I feel you‘re going to see extra content material created by AI. I feel it’s going to get to some extent the place each different content material you see on the app is AI-generated in a roundabout way,” says content material creator Chris Dillon.

And I don‘t suppose that’s a far-fetched prediction. These days, I usually come throughout movies on TikTok which are fully AI-generated or closely depend on AI.

For instance, one of the vital fashionable types of short-form movies is “Which Room/Home/Place Would You Select?”

These movies will function AI-generated pictures of aesthetically pleasing bedrooms, landscapes, and houses and ask customers which they’d select to dwell or chill out in — a lot of them wrack up hundreds of thousands of views and tons of engagement.

The Spongebob R&B covers popping up on the app is an equally fashionable however barely extra unhinged pattern.

In these movies, creators use AI to govern the voices of forged members in Spongebob Squarepants to make the characters sing fashionable R&B songs by artists like Jasmine Sullivan or Keisha Cole.

Word: Whereas the Spongebob pattern is fashionable, it has raised many questions surrounding the ethics of utilizing actors’ voices to say or do issues they normally wouldn’t.

Although I would not look to the Spongebob covers for inspiration in your subsequent TikTok marketing campaign (keep in mind: ethics), I can attest that AI could be a wonderful instrument for producing short-form movies effectively and shortly.

Simply have a look at the video I made under, utilizing solely AI instruments.

“Finally, AI-generated content material will really feel stale and change into oversaturated on the platform — to the purpose that authenticity will change into much more essential,” Dillon warns.

With that in thoughts, I counsel utilizing AI as extra of an assistive instrument and being cautious of turning into overly reliant on it to generate content material meant to attach together with your viewers.

A web page that strikes the suitable steadiness could be Jeremy the Supervisor on TikTok. The TikTok account follows a cat named Jeremy who lives (and “works”) at Citipups, a pet retailer in New York.

Staff on the enterprise use a British voice to offer the cat the character of a cranky supervisor who intimidates his coworkers. The voice is AI-generated, however the workers create the dialogue and skits.

The voice is put over precise footage of Jeremy the cat hanging out across the retailer. On this instance, AI is used for humor and would not take away from the character and authenticity of the content material.

5. Suggestions

After all, I am each a content material creator and a continual TikTok scroller, so I determine I ought to put in my very own two cents. I predict movies giving suggestions will see an enormous increase within the coming yr.

Bear in mind what Youshaei mentioned about shoppers utilizing TikTok as a search engine?

That features looking for suggestions. As an example, one in all my favourite communities on TikTok is #booktok.

On the #booktok hashtag, creators advocate traditional upcoming books for followers of horror, comedy, romance, and extra.

So, contemplate creating content material that recommends helpful services and products to your shoppers. You may as well collaborate with an influencer to allow them to advocate your model to their viewers.

And belief me, there are undoubtedly shoppers who will purchase a services or products after seeing a advice on Tiktok. In response to the platform, 50% of TikTok users have purchased one thing after seeing it on TikTok LIVE.

Moreover, 78% of TikTok users have bought a product after seeing it featured in TikTok creator content material.

Lastly, let’s not neglect that TikTok is particularly fashionable amongst Gen Z shoppers, and 33% of that demographic bought a product from an influencer-founded model previously yr.

6. Placing the Proper Steadiness of Foolish

Individuals wish to snort. So, it is smart that movies that lean into the enjoyable issue can be extra prone to get extra engagement. It would imply movies with sarcasm, pranks, and downright silliness.

Right here’s the catch — every creator should determine what stage of playfulness is correct for them — and it’s going to be essential to hit simply the suitable tone.

Too far down the sarcasm route, and it may be seen as tone-deaf or not humorous. Too foolish? It may be seen as not critical and unreliable. As for pranks, they’ll really feel imply.

So that you’ve bought to get it proper. Sadly, by enjoying it protected, folks may guess a watered-down model of what you wish to share.

A number of creators and types that do it nicely?

Ryanair has some over-the-top movies designed to make folks snort, like this one:

Chipotle makes use of a mix of humor, enjoyable, and actually nice meals pictures, making use of TikTok’s video and slideshow options, like this one.

The underside line? Placing the suitable tone of humor to your model is without doubt one of the most essential TikTok content material developments shifting ahead.

7. Poking Enjoyable

Whereas this will appear tied carefully to the sixth pattern on this listing, self-deprecating humor and poking enjoyable is a pattern and vibe all by itself.

It’s not simply making enjoyable of your self or not taking your self too critically. It’s additionally about poking enjoyable at your business.

Actual property TikTokers do an incredible job of enjoying round and getting away from the intense.

Like indianahomegirls:

Then there’s Starbucks, which nails poking enjoyable at how critically we take our espresso. Your entire channel is gold, however I notably giggled at this one:

8. Area of interest Influencers

Think about partnering with influencers to construct belief with shoppers on the app.

Micro-influencers with 10,000 to 100,000 followers construct deep relationships and communities with their viewers. They usually yield extra success for entrepreneurs than in the event that they had been to work with celebrities or macro-influencers.

Over the previous couple of years, influencer advertising and marketing emerged as a key pattern within the advertising and marketing business. Extra particularly, entrepreneurs had been leveraging and benefiting from small-scale influencers with audiences smaller than 100k.

Right here’s how that modified previously 12 months. While in 2023, 64% worked with micro-influencers, in 2024, we noticed that quantity rise even additional to just about 68%. Much more fascinating? Slightly below 23% of entrepreneurs working with influencers selected nano-influencers, or folks with fewer than 10k subscribers.

It is smart — are you extra probably to purchase based mostly on a good friend’s advice or an enormous, polished manufacturing? I’m at all times going to belief the particular person I see as actual.

I feel it’s greater than affordable to foretell that area of interest influencer advertising and marketing will change into an more and more essential TikTok content material pattern.

Fascinated with going past influencers to capitalize on TikTok advertisements? HubSpot has an integration that helps you seamlessly capture leads.

Or try this video on establishing a TikTok Store:

9. Much less Polish, Extra Grit

There’s a TikTok creator who I like following — dadchats. Every thing he posts is actual, and customarily talking, hysterical. He’s a improbable storyteller and shares snippets from his dwelling life, his children’ antics, and anecdotes from his profession as an lawyer.

Price noting, he additionally usually breaks down authorized ideas and shares them from an academic perspective to assist folks perceive.

However that’s not the place the grit comes from — there may be hardly ever polish to his movies, and that provides to the appeal and relatability:

• Excessive closeups of his face to emphasise some extent
• Completely different espresso cups (usually stuffed to the brim and one way or the other by no means spilling)
• Movies shot mendacity on a pillow of his canine’s face, in his automotive, and different non-traditional video backgrounds.

In a world the place AI is beginning to take over, it’s refreshing to see creators targeted on being actual. Manufacturers that may make the most of this TikTok content material pattern will proceed to construct belief — and probably at a extra accelerated charge than manufacturers that completely give attention to high-production-value, polished content material.

10. Extra Manufacturers, Extra Creativity

A whopping 67% of entrepreneurs surveyed mentioned they plan to keep up or enhance their funding in TikTok! So, I feel it’s protected to say we’ll see extra manufacturers displaying up in more and more inventive methods on TikTok to attach with their audiences.

“TikTok is evolving past simply senseless leisure to even be about enterprise. It’s turning into a extra full-featured platform, catering to all kinds of companies and tastes,” says advertising and marketing skilled Haley Grey, founding father of In2itive Biz Solutions.

What’s going to that appear to be? Nicely, that’s anybody’s guess. If TikTok content material developments are something, they’re unpredictable.

Bear in mind when the Susi Pesto pattern took over TikTok in late 2023 and nicely into 2024?

Suzi Vidal posted a video of her pesto recipe saying “Name me loopy in order for you, however I’ve by no means preferred retailer purchased pesto.”

From there, hundreds of individuals stitched the primary couple of minutes and shared their loopy tales — that had nothing to do with pesto.

Whereas I didn’t see manufacturers getting in on that motion, there might have been, and I missed it. Regardless, there’ll proceed to be comparable alternatives — and you’ll guess that manufacturers can be prepared to leap in!

11. Private Storytelling

Jenn Robbins is an internet influencer, marketer, and TikTok creator who I additionally occur to know. She mentioned, “It’s been fascinating to observe the Pepe Prawn tales, as a result of they’re nonetheless going and I’d’ve thought they’d died out by now.”

If you happen to’re not conversant in Pepe Prawn, he’s a Muppets character often known as Pepe the King Prawn. His full identify, Pepino Rodrigo Serrano Gonzalez, is a giant identify for a fictional puppet character. Extra importantly, he at all times seems to be panicked, mortified, or in complete disbelief.

The TikTok content material pattern options slides of Pepe, set to a choral model of Madonna’s “Like A Prayer,” with textual content sharing embarrassing — and typically traumatic tales.

Right here’s one which’s slightly sillier — and completely relatable:

Robbins goes on to say she thinks folks like a method to inform tales which are private. I agree with that. What’s extra, I feel if there’s a means for manufacturers to capitalize on comparable content material developments the place they’ll spotlight the true behind-the-scenes of their enterprise, they’ll actually construct these connections.

12. TikTok Evaluations

Straight associated to TikTok content material pattern #8, companies are going to rely an increasing number of on small influencers to share critiques.

Why?

Evaluations matter. As shoppers, we take them critically. In response to Capital One Shopping Research, 92% of us learn on-line critiques earlier than visiting a neighborhood enterprise. The identical examine exhibits that 84% of us belief on-line critiques as a lot as private suggestions.

And if an image is value a thousand phrases — simply think about what number of phrases a video evaluate is.

And whereas influencer partnerships are crucial, the absolute best critiques are ones that come from the center and aren’t essentially making an attempt to promote merchandise straight.

After dadchats (who I discussed above) shared a private expertise with a fireplace blanket, a number of folks purchased them, and he determined to do a promotion to assist households in want:

13. The Rise of ASMR

What’s that? ASMR stands for Autonomous Sensory Meridian Response. ASMR movies normally present a mix of soothing audio and video content material. Some folks discover it stress-free, and others discover it stimulating.

Manufacturers that do job of ASMR are prone to get a lot of views. The problem? Discovering the suitable method to do it!

Listed here are just a few companies and creators doing an important job with this TikTok content material pattern:

This stationery model:

This artisan and potter:

14. Occasion within the Feedback Part

Bear in mind, not all content material on TikTok is video. Identical to another platform — and maybe even extra so on TikTok — the magic occurs within the feedback sections. The place particular person creators usually drop video reactions to feedback, once more, not all the things is video-driven.

There are many manufacturers who dwell within the feedback sections — notably, Wendy’s, Pepsi, Planet Health, and extra, which is sort of as a lot enjoyable for folks to work together with as any unique content material they create.

Is getting a remark from a giant model the brand new method to go viral? Perhaps. Both means, keep in mind the feedback part of your content material and different creators is a gold mine of alternatives to get eyes in your model and so as to add a dose of enjoyable.

Ultimate Ideas

So there you have got it: 4 developments creators predict will take over TikTok in 2025. Going ahead, be sure that your TikTok movies are genuine however not relatable to the purpose of being cringy and overdone.

Think about creating content material that’s helpful and useful, equivalent to instructional movies or product and repair suggestions. And eventually, be open to utilizing AI as an assistive instrument, however do not let it strip your content material of character.

Now, in case you‘ll excuse me, I’ll be scrolling TikTok once more for the following hour or so.

Editor’s notice: This put up was initially revealed in January 2024 and has been up to date for comprehensiveness.