What’s Next for Creators? [Expert Insights]

Few apps cycle via developments as shortly as TikTok. I spend countless hours scrolling via the app, and it seems like each different day, a brand new trending sound, subject, tune, or problem goes viral.

It may be exhausting to maintain up, and I say this as a content material creator and marketer whose job is to remain in tune with the newest 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 in what developments to look out for and what it might take to go viral on the app this 12 months, you’ve come to the appropriate weblog. Listed here are some TikTok predictions for 2025 primarily based on our survey knowledge, content material creators, and social media advertising consultants.

What’s a content material development on TikTok?

TikTok content material developments are standard varieties 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 varieties of inspiration.

You’ll study extra about among the developments under, the place I speak in regards to the Susi Pesto and Pepe Prawn developments. Some of the well-known, as I simply talked about, is TikTok’s dance challenges, the place folks movie themselves dancing to a particular audio clip — generally it’s nice. And generally? It’s downright hilarious.

Understanding the TikTok Content material Developments Cycle

TikTok content material developments typically appear to emerge randomly — and stunning issues acquire reputation. The extra particular a TikTok development, the shorter its endurance.

For instance, if individuals 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 tune by Walker Hayes referred to as “Fancy Like” and a particular dance:

Whereas it had a variety of endurance, ultimately, it fizzled out as new developments arose.

Alternatively, the POV (viewpoint) development isn’t prone to go wherever. It’s easy, with a textual content overlay of “POV: [whatever the viewpoint is]” sitting on high 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 usually, the less complicated it’s, the quicker it spreads. Listed here are three of the most typical methods I’ve seen them emerge:

• Organically: A single creator would possibly publish an thought, sound, or format that resonates with others.
• Trending Sounds: As soon as somebody makes use of a sound in a selected means — typically only a clip of a tune with textual content overlays or dramatic skits, folks take part.
• Actual-World Relevance: Relying on what’s happening on the planet, 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 choosing up on a development, the developments go viral extraordinarily shortly, and we begin to see widespread adoption from every kind of various creators.

The extra you see and have interaction with a selected development, the extra movies prefer it you’ll see. And as sure varieties of movies get extra standard, they collectively begin to get proven extra.

Subsequent, chances are you’ll begin to see developments evolve with new twists and adjustments. 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 after they’re merely in every single place, folks cease watching each single one, and the subsequent development begins to rise.

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

It was a easy development. Folks sing all several types of harmonies to the identical set of lyrics, layering them on high of one another: “I might be brown. I might be blue. I might be violet sky. I might be hurtful. I might be purple. I might be something you want.”

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

Enjoyable truth: I nonetheless search out 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 consultants I spoke with expect to see in 2025 and past. However earlier than you dive proper in, there are some things you need to know and achieve this you may benefit from TikTok content material developments.

Observe creators in your area.

Take note of trendsetters in your area of interest, as they typically spot and create developments early. However bear in mind, it’s not nearly your area. It’s additionally about developments from different corners of TikTok that present up in your audience’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 may’t take it too significantly.

By that, I imply err on the aspect of playful (retaining in thoughts #6 under) and take a look at a lot of issues. You by no means know what mixture may be magic for you. Generally, it’s about timing. Generally, it’s about developments, and generally, it’s nearly luck.

Be constant.

Sure, timing is every thing on TikTok, however you don’t must go huge or go dwelling. Merely exhibiting up and fascinating persistently works. Belongings you don’t count on to go viral would possibly take off, and issues that you just suppose are boring would possibly simply be the ticket to the large time.

Adapt shortly.

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

As Durga Kudumula, Head of Progress Advertising and marketing at Designity, says:

“TikTok developments transfer quick, and staying related requires pace, creativity, and powerful relationships with creators. Manufacturers want to watch developments, adapt shortly, and collaborate with creators to make sure their participation feels real. It’s not nearly copying what’s standard however aligning developments along 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 development or the Pepe Prawn development, stunning folks with their shelf life.

Different instances, developments solely final a couple of weeks. So, if you wish to soar on the bandwagon, you may’t afford to attend for weeks and weeks of hemming and hawing.

Set floor guidelines.

Should you work with or for a model, I like to recommend setting clear floor guidelines about what you may run with, in addition to boundaries and tips for what you may — and might’t — publish. The very last thing you need is to get into sizzling water with management since you acted with out approval. You additionally don’t need to be up to now behind the development that your content material will get misplaced within the ether.

Have interaction, interact, interact.

The perfect a part of rising your viewers on TikTok is partaking within the remark part. Certain, there’s some destructive stuff, however that’s actually the place the magic occurs. But, so typically, I see manufacturers dropping publish after publish and never responding to their folks. Should you 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 handle 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 cheap to imagine that it’ll grow to be much less and fewer prevalent. A number of creators I comply with, together with Under the Desk News, are making backup plans and creating accounts on YouTube, Instagram, and Substack.

Fact be instructed, even when every thing works out for TikTok, it’s at all times a good suggestion to have a backup plan, whether or not which means backup TikTok accounts or accounts on different platforms. In reality, it’s one thing I at all times suggest 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 chook (😭 say it isn’t so!), I do imagine 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 likely one of the hottest apps amongst Gen Z. In reality, 63% of Gen Z social media customers report utilizing TikTok within the final 4 weeks, in line with Statista.

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

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

Content material creator and knowledge 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 count on storytelling, authenticity, and spontaneity to be the important thing themes,” she explains.

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

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

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

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

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

His distinctive on-camera presence, sincere evaluations, 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.

Lately, Lee went to a number of cities throughout the nation to evaluation eating places, and, on some events, there have been mishaps in filming and surprising 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 acquired poor rankings.

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

3. Instructional Content material

For years, Google was my go-to after 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 every thing 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 customers use TikTok for informative content material. So, it is sensible that creators like Jon Youshaei predict schooling content material will shine on the platform in years to return.

“Creating academic content material will grow to be much more necessary 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 will likely be an increase in creators who can create content material that gives solutions, which is far 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 academic movies on animal habits and wildlife.

Along with amassing tens of millions of followers, Mndiaye97 content material has additionally snagged collaborations with BBC Earth and PBS. On common, his movies acquire at the very least 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 exhibiting her followers the right way to prepare dinner easy but scrumptious dishes at dwelling.

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

Each creators present useful or attention-grabbing data in a pleasant and informal means.

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

So, take into account posting academic 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 singular means that fits your model.

4. Extra AI-Generated Content material

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

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

For instance, probably the most standard kinds 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 might select to stay or calm down in — lots of them wrack up tens of millions of views and tons of engagement.

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

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

Observe: Whereas the Spongebob development is standard, it has raised many questions surrounding the ethics of utilizing actors’ voices to say or do issues they often wouldn’t.

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

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

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

With that in thoughts, I recommend 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 along with your viewers.

A web page that strikes the appropriate steadiness can 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 present the cat the persona 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 persona and authenticity of the content material.

5. Suggestions

After all, I am each a content material creator and a power TikTok scroller, so I determine I ought to put in my very own two cents. I predict movies giving suggestions will see an enormous growth within the coming 12 months.

Bear in mind what Youshaei stated about customers utilizing TikTok as a search engine?

That features trying to find suggestions. As an example, considered one of my favourite communities on TikTok is #booktok.

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

So, take into account creating content material that recommends helpful services to your customers. You may as well collaborate with an influencer to allow them to suggest your model to their viewers.

And belief me, there are undoubtedly customers who will purchase a services or products after seeing a advice on Tiktok. Based on 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 very standard amongst Gen Z customers, and 33% of that demographic bought a product from an influencer-founded model prior to now 12 months.

6. Putting the Proper Stability of Foolish

Folks prefer to chuckle. So, it is sensible that movies that lean into the enjoyable issue will likely be extra prone to get extra engagement. It’d imply movies with sarcasm, pranks, and downright silliness.

Right here’s the catch — every creator should resolve what stage of playfulness is true for them — and it’s going to be necessary to hit simply the appropriate 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 severe and unreliable. As for pranks, they’ll really feel imply.

So that you’ve obtained to get it proper. Sadly, by enjoying it protected, folks would possibly guess a watered-down model of what you need to share.

A couple of creators and types that do it effectively?

Ryanair has some over-the-top movies designed to make folks chuckle, 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? Putting the appropriate tone of humor to your model is likely one of the most necessary TikTok content material developments shifting ahead.

7. Poking Enjoyable

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

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

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 significantly we take our espresso. The whole channel is gold, however I significantly giggled at this one:

8. Area of interest Influencers

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

Micro-influencers with 10,000 to 100,000 followers construct deep relationships and communities with their viewers. They typically 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 emerged as a key development within the advertising trade. Extra particularly, entrepreneurs had been leveraging and benefiting from small-scale influencers with audiences smaller than 100k.

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

It is sensible — are you extra possible to purchase primarily based 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 believe it’s greater than cheap to foretell that area of interest influencer advertising will grow to be an more and more necessary TikTok content material development.

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

Or try this video on organising a TikTok Store:

9. Much less Polish, Extra Grit

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

Value noting, he additionally typically 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 allure and relatability:

• Excessive closeups of his face to emphasise some extent
• Totally different espresso cups (typically stuffed to the brim and by some means 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 centered on being actual. Manufacturers that may make the most of this TikTok content material development will proceed to construct belief — and doubtlessly at a extra accelerated charge than manufacturers that solely deal with high-production-value, polished content material.

10. Extra Manufacturers, Extra Creativity

A whopping 67% of entrepreneurs surveyed stated they plan to keep up or improve their funding in TikTok! So, I believe it’s protected to say we’ll see extra manufacturers exhibiting 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 professional Haley Grey, founding father of In2itive Biz Solutions.

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

Bear in mind when the Susi Pesto development took over TikTok in late 2023 and effectively 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 favored retailer purchased pesto.”

From there, 1000’s 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 may guess that manufacturers will likely 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 stated, “It’s been fascinating to look at the Pepe Prawn tales, as a result of they’re nonetheless going and I’d’ve thought they’d died out by now.”

Should you’re not conversant in Pepe Prawn, he’s a Muppets character referred to 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 appears panicked, mortified, or in complete disbelief.

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

Right here’s one which’s just a little sillier — and completely relatable:

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

12. TikTok Evaluations

Immediately associated to TikTok content material development #8, companies are going to rely an increasing number of on small influencers to share evaluations.

Why?

Evaluations matter. As customers, we take them significantly. Based on Capital One Shopping Research, 92% of us learn on-line evaluations earlier than visiting a neighborhood enterprise. The identical examine exhibits that 84% of us belief on-line evaluations as a lot as private suggestions.

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

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

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 often 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 appropriate option to do it!

Listed here are a couple of companies and creators doing an awesome job with this TikTok content material development:

This stationery model:

This artisan and potter:

14. Occasion within the Feedback Part

Bear in mind, not all content material on TikTok is video. Similar to some other platform — and even perhaps extra so on TikTok — the magic occurs within the feedback sections. The place particular person creators typically drop video reactions to feedback, once more, not every thing is video-driven.

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

Is getting a remark from a giant model the brand new option to go viral? Perhaps. Both means, bear 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.

Closing Ideas

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

Think about creating content material that’s useful and useful, comparable to academic 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 persona.

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

Editor’s be aware: This publish was initially printed in January 2024 and has been up to date for comprehensiveness.