5 TikTok Trends Brands Can’t Ignore in 2025

Written By Saule Simonyte

TikTok continues to mutate faster than most social platforms — new formats, audio trends and engagement styles crop up every few weeks. For brands, staying ahead means more than just hopping on a dance challenge. In 2025, the smartest moves are the ones that combine creativity with cultural insight and performance. Here are five TikTok trends no brand should ignore — especially if you want your content to cut through the noise and actually perform.

1. Faceless & Voice-Over Content

The “face camera” approach still works, but more brands are leaning into faceless content — i.e. storytelling, tutorials or tips delivered via voice-over, animation or B-roll footage. It reduces production friction, lets brands stay evergreen, and can feel more universal.

TikTok trend reports for 2025 point to faceless content, user-generated content (UGC) and split-screen commentary remaining powerful tools. Kolsquare
Brands can use this by:

  • Turning blog posts or PDFs into short narrated visual slides

  • Creating animated explainers

  • Using screen recordings, overlays, or behind-the-scenes footage with voice commentary

This style often feels more trustworthy (no forced polish), and you’ll see more longevity in performance because it’s not tied strictly to a face or personality.

2. Brand Fusion / Identity Osmosis

TikTok’s “What’s Next 2025” report reveals a rising trend called Brand Chem — the idea that successful brands are those which blend into culture, evolve with audiences, and mirror shifting values. TikTok For Business+1

This means:

  • Brands don’t dictate culture — they adapt to it

  • Their content begins to reflect audience sentiment, micro movements, memes

  • Identity Osmosis: your brand’s voice is subtly reshaped by what the audience reacts to

To act on this, brands should keep an ear to comment threads, creator-led trends, and emerging values (e.g. sustainable habits, micro-activism, authenticity). The goal: content that feels of the moment, not copied.

3. TikTok Shop & Live-Shopping Integration

In the UK and globally, TikTok is increasingly blurring the lines between content and commerce. TikTok Shop has grown rapidly, especially in beauty, with the platform starting to become a full shopping destination in its own right. Beauty Matter+1

Live shopping, creator demos, and integrated checkout moments are all areas brands must explore. Rather than posting a product video and pointing people off-platform, the commerce journey begins and ends within TikTok.

Brands should test:

  • Live streams with product drops or flash deals

  • Creator-hosted demo sessions

  • Shoppable videos embedded with direct links

If you’re in e-commerce, skipping this trend risks missing a major revenue stream.

4. Split-Screen / Duets & Collaborative Formats

TikTok has long rewarded interactivity. In 2025, split-screen duets, stitches, reaction formats and collaborative content remain high-impact. The algorithm favours content that sparks participation.

Brands can lean into this by:

  • Prompting followers to duet with branded content

  • Encouraging “react to this” responses

  • Remixable formats where users inject their own spin

This trend also helps amplify reach — when users engage via duet or stitch, your content touches their audience too.

5. Longer, Narrative Storytelling

TikTok’s algorithm is shifting. Rather than just 15- or 30-second hits, longer-form narrative content is gaining favour — particularly when it's well-paced, emotionally resonant or story-driven. Kolsquare

If your brand always played safe with short hooks, 2025 is a year to test micro-documentaries, case studies, customer stories, or “day in the life” narratives — all within the TikTok framework.

Tips to try this:

  • Use multiple segments: intro, middle, conclusion

  • Layer in on-screen captions, cuts, B-roll

  • Don’t overproduce — keep it real, feel human

Final Thoughts & How Brands Can Act

TikTok is no longer just a place for trends — it's a cultural lab for brands. To succeed:

  1. Experiment often — test faceless clips, narrative content, duets, live commerce.

  2. Monitor metrics beyond views — look for watch time, saves, shares.

  3. Keep cultural relevance front and centre — your brand should evolve with audience values.

  4. Don’t force every trend — pick ones that align with your brand voice and capacity.

In 2025, brands that thrive on TikTok won’t be the flashiest — they’ll be adaptive, culturally fluent, creatively bold and strategically smart. Get in early on these trends, make them your own, and watch your TikTok presence scale — meaningfully.

Saule Simonyte