TikTok Content Trends to Watch in 2025: What’s Next for Creators? [Expert Insights]

Few apps cycle through trends as quickly as TikTok. I spend endless hours scrolling through the app, and it feels like every other day, a new trending sound, topic, song, or challenge is going viral.

It can be hard to keep up, and I say this as a content creator and marketer whose job is to stay in tune with the latest happenings on social media.

Fortunately, I and a few other creators are savvy enough to see what TikTok trends are coming to the forefront in 2025.

So, if you‘re curious about what trends to look out for and what it could take to go viral on the app this year, you’ve come to the right blog. Here are some TikTok predictions for 2025 based on our survey data, content creators, and social media marketing experts.

What is a content trend on TikTok?

TikTok content trends are popular types of videos or themes that spread like wildfire across the platform as new creators stitch, duet, or adapt the content to their own story. It may have started with TikTok dances, but now trends can take any form, using music, sounds, challenges, memes and other types of inspiration.

You’ll learn more about some of the trends below, where I talk about the Susi Pesto and Pepe Prawn trends. One of the most famous, as I just mentioned, is TikTok’s dance challenges, where people film themselves dancing to a specific audio clip — sometimes it’s great. And sometimes? It’s downright hilarious.

Understanding the TikTok Content Trends Cycle

TikTok content trends often seem to emerge randomly — and surprising things gain popularity. The more specific a TikTok trend, the shorter its staying power.

For example, if people are using a specific sound and format for their videos, it’s less likely to stick around for months on end than if it’s a simple text overlay. The Fancy Like Dance featured a song by Walker Hayes called “Fancy Like” and a specific dance:

While it had a lot of staying power, eventually, it fizzled out as new trends arose.

On the other hand, the POV (point of view) trend isn’t likely to go anywhere. It’s simple, with a text overlay of “POV: [whatever the viewpoint is]” sitting on top of images or a video, like this:

How TikTok Content Trends Emerge

As I’ve mentioned, there are lots of ways that TikTok Trends get started — and generally, the simpler it is, the faster it spreads. Here are three of the most common ways I’ve seen them emerge:

When Trends Gain Traction and Peak

Once people start seeing more than a handful of creators picking up on a trend, the trends go viral extremely quickly, and we start to see widespread adoption from all kinds of different creators.

The more you see and engage with a particular trend, the more videos like it you’ll see. And as certain types of videos get more popular, they collectively start to get shown more.

Next, you may start to see trends evolve with new twists and changes. Fancy Like hit its peak when it became a commercial featuring TikTokers:

When Trends Fizzle Out and Resurge

Once things hit the big time— or when they’re simply everywhere, people stop watching every single one, and the next trend starts to rise.

However, just because a trend is on the downswing, it doesn’t mean it’s gone forever. One of my favorite TikTok content trends is the Grace Kelly song — while it petered out a few years ago, the tune is hauntingly beautiful and catchy.

It was a simple trend. People sing all different types of harmonies to the same set of lyrics, layering them on top of each other: “I could be brown. I could be blue. I could be violet sky. I could be hurtful. I could be purple. I could be anything you like.”

Then, as the Grace Kelly trend slowed down, Ryan Reynolds and Will Farrell breathed new life into it before the trend sunsetted itself:

Fun fact: I still seek out this audio, watch this video, and smile.

How Your Brand Can Capitalize on TikTok Content Trends

In the section below on predictions, I’m sharing some of the trends the experts I spoke with are expecting to see in 2025 and beyond. But before you dive right in, there are a few things you should know and do so you can make the most of TikTok content trends.

Follow creators in your space.

Pay attention to trendsetters in your niche, as they often spot and create trends early. But remember, it’s not just about your space. It’s also about trends from other corners of TikTok that show up on your target audience’s FYP (For You Page — the content TikTok’s algorithm feeds you).

Have fun with it!

TikTok is fun — and to succeed with it, you can’t take it too seriously.

By that, I mean err on the side of playful (keeping in mind #6 below) and try lots of things. You never know what combination might be magic for you. Sometimes, it’s about timing. Sometimes, it’s about trends, and sometimes, it’s just about luck.

Be consistent.

Yes, timing is everything on TikTok, but you don’t have to go big or go home. Simply showing up and engaging consistently works. Things you don’t expect to go viral might take off, and things that you think are boring might just be the ticket to the big time.

Adapt quickly.

I’ve already talked about the unpredictability of TikTok, but haven’t yet touched on how quickly you’ll need to act to capitalize on content trends.

As Durga Kudumula, Head of Growth Marketing at Designity, says:

“TikTok trends move fast, and staying relevant requires speed, creativity, and strong relationships with creators. Brands need to monitor trends, adapt quickly, and collaborate with creators to ensure their participation feels genuine. It’s not just about copying what’s popular but aligning trends with your brand story in a way that resonates.”

Sure, I’ve seen some trends stick around for a while, like the Susi Pesto trend or the Pepe Prawn trend, surprising people with their shelf life.

Other times, trends only last a few weeks. So, if you want to jump on the bandwagon, you can’t afford to wait for weeks and weeks of hemming and hawing.

Set ground rules.

If you work with or for a brand, I recommend setting clear ground rules about what you can run with, as well as boundaries and guidelines for what you can — and can’t — post. The last thing you want is to get into hot water with leadership because you acted without approval. You also don’t want to be so far behind the trend that your content gets lost in the ether.

Engage, engage, engage.

The best part of growing your audience on TikTok is engaging in the comment section. Sure, there’s some negative stuff, but that’s really where the magic happens. Yet, so often, I see brands dropping post after post and not responding to their people. If you need help with this, HubSpot’s social media management software might come in handy — try it here.

TikTok Content Trend Predictions for 2025

1. Back Up Plan

Before we go any further, let’s address the elephant in the room. The legal challenges TikTok continues to face in the US mean that if the app becomes illegal, creators will need a backup plan.

While there is some discussion around whether it can be used on devices where it’s already downloaded, it’s reasonable to assume that it will become less and less prevalent. Several creators I follow, including Under the Desk News, are making backup plans and creating accounts on YouTube, Instagram, and Substack.

Truth be told, even if everything works out for TikTok, it’s always a good idea to have a backup plan, whether that means backup TikTok accounts or accounts on other platforms. In fact, it’s something I always recommend to clients. You never know when something is going to happen.

However, even if TikTok does go the way of the dodo bird (😭 say it isn’t so!), I do believe these trends will continue with regard to other short-form video content. So read up and get ready to slay your TikTok (and Reels and Shorts) videos!

2. Authenticity

It‘s well known that TikTok is one of the most popular apps among Gen Z. In fact, 63% of Gen Z social media users report using TikTok in the last 4 weeks, according to Statista.

It’s also no secret that Gen Z consumers crave authenticity and relatability in their media.

Don't believe me? A recent survey shows that 82% of Gen Z consumers would trust brands more if they used authentic images of real customers in their advertisements.

Content creator and data analyst Sundas Khalid says Gen Z's preference for authentic content will fuel the content that gets the most attention on TikTok.

“I expect storytelling, authenticity, and spontaneity to be the key themes,” she explains.

Khalid says, “Relatability was a big theme in past years, and people found value in finding people they could relate to — but I think it was overextended to the point where it lost authenticity.”

She predicts relatability will still be valuable to TikTok audiences moving forward, but not if the creator or brand seems too keen on coming off as relatable to audiences.

“People would still want to relate but only if it‘s authentic and doesn’t seem like ‘trying too hard,’” Khalid explains. “Being unique without being relatable will be more accepted and encouraged on the platform.”

Some of TikTok's biggest stars grew their platforms by showcasing their real, authentic personalities. Perhaps the most compelling example is Keith Lee, one of my favorite TikTok content creators.

Lee rose to fame by doing food reviews of local, independent, and family-owned restaurants in his hometown of Las Vegas.

His unique on-camera presence, honest reviews, and acts of kindness helped him stand out. It also grew his TikTok following to 15 million and earned collaborations with celebrities like Kevin Hart and brands like Chipotle.

Recently, Lee went to several cities across the country to review restaurants, and, on some occasions, there were mishaps in filming and unexpected turns of events.

Instead of shying away from these issues or pretending they didn't happen, he would share honest stories about what happened behind closed doors and why some restaurants received poor ratings.

His authenticity helped legitimize his reviews and build trust with his audience. Authenticity can do the same for your brand on TikTok.

3. Educational Content

For years, Google was my go-to when I needed information on almost any topic.

While I still rely heavily on the classic search engine, I'm starting to use TikTok to gain insight on everything from pop culture updates to breaking news to how-to tutorials.

And I'm not the only one. A recent study found that 40% of consumers use TikTok for informative content. So, it makes sense that creators like Jon Youshaei predict education content will shine on the platform in years to come.

“Creating educational content will become even more important to going viral on TikTok because of the platform's rise as a search engine,“ he says. ”For years, TikTok has been where the For You Page is dominated by trends, pop culture, and memes."

However, Youshaei says the tide is shifting as more people turn to TikTok to search for tutorials, recipes, and specific questions.

“There will be a rise in creators who can create content that provides answers, which is much easier to monetize and create a sustainable business around,” he explains.

For example, TikTok content creator mndiaye_97 has over 16 million followers and is known for posting humorous but educational videos on animal behavior and wildlife.

In addition to amassing millions of followers, Mndiaye97 content has also snagged collaborations with BBC Earth and PBS. On average, his videos gain at least 1 million views and more than 100,000 likes. Some videos have as many as 20 million views.

Professional chef Cassie Yeung has over 3 million followers on the app and is known for showing her followers how to cook simple yet delicious dishes at home.

Her videos receive anywhere between 1 million to 10 million views or more on the platform.

Both creators provide helpful or interesting information in a friendly and casual way.

Mndiaye97 sprinkles every video with hyperbolic jokes and memes, and Yeung ends every video with “First bite, bestie,” followed by a genuine reaction to her meals.

So, consider posting educational videos, but you don't have to take the approach of a monotone lecturer. Have fun and give helpful information to your followers in a unique way that suits your brand.

4. More AI-Generated Content

“I think you‘re going to see more content created by AI. I think it’s going to get to a point where every other content you see on the app is AI-generated in some way,” says content creator Chris Dillon.

And I don‘t think that’s a far-fetched prediction. Nowadays, I often come across videos on TikTok that are entirely AI-generated or heavily rely on AI.

For example, one of the most popular styles of short-form videos is “Which Room/House/Place Would You Choose?”

These videos will feature AI-generated photos of aesthetically pleasing bedrooms, landscapes, and homes and ask users which they would choose to live or relax in — many of them wrack up millions of views and tons of engagement.

The Spongebob R&B covers popping up on the app is an equally popular but slightly more unhinged trend.

In these videos, creators use AI to manipulate the voices of cast members in Spongebob Squarepants to make the characters sing popular R&B songs by artists like Jasmine Sullivan or Keisha Cole.

Note: While the Spongebob trend is popular, it has raised many questions surrounding the ethics of using actors’ voices to say or do things they usually wouldn’t.

Though I wouldn't look to the Spongebob covers for inspiration in your next TikTok campaign (remember: ethics), I can attest that AI can be an excellent tool for generating short-form videos efficiently and quickly.

Just look at the video I made below, using only AI tools.

“Eventually, AI-generated content will feel stale and become oversaturated on the platform — to the point that authenticity will become even more important,” Dillon warns.

With that in mind, I suggest using AI as more of an assistive tool and being wary of becoming overly reliant on it to generate content meant to connect with your audience.

A page that strikes the right balance would be Jeremy the Manager on TikTok. The TikTok account follows a cat named Jeremy who lives (and “works”) at Citipups, a pet store in New York.

Employees at the business use a British voice to give the cat the personality of a cranky manager who intimidates his coworkers. The voice is AI-generated, but the employees create the dialogue and skits.

The voice is put over actual footage of Jeremy the cat hanging out around the store. In this example, AI is used for humor and doesn't take away from the personality and authenticity of the content.

5. Recommendations

Of course, I'm both a content creator and a chronic TikTok scroller, so I figure I should put in my own two cents. I predict videos giving recommendations will see a massive boom in the coming year.

Remember what Youshaei said about consumers using TikTok as a search engine?

That includes searching for recommendations. For instance, one of my favorite communities on TikTok is #booktok.

On the #booktok hashtag, creators recommend classic upcoming books for fans of horror, comedy, romance, and more.

So, consider creating content that recommends useful products and services to your consumers. You can also collaborate with an influencer so they can recommend your brand to their audience.

And trust me, there are definitely consumers who will buy a product or service after seeing a recommendation on Tiktok. According to the platform, 50% of TikTok users have bought something after seeing it on TikTok LIVE.

Furthermore, 78% of TikTok users have purchased a product after seeing it featured in TikTok creator content.

Finally, let's not forget that TikTok is especially popular among Gen Z consumers, and 33% of that demographic purchased a product from an influencer-founded brand in the past year.

6. Striking the Right Balance of Silly

People like to laugh. So, it makes sense that videos that lean into the fun factor will be more likely to get more engagement. It might mean videos with sarcasm, pranks, and downright silliness.

Here’s the catch — each creator will have to decide what level of playfulness is right for them — and it’s going to be important to hit just the right tone.

Too far down the sarcasm route, and it can be seen as tone-deaf or not funny. Too silly? It can be seen as not serious and unreliable. As for pranks, they can feel mean.

So you’ve got to get it right. Unfortunately, by playing it safe, people might bet a watered-down version of what you want to share.

A few creators and brands that do it well?

Ryanair has some over-the-top videos designed to make people laugh, like this one:

Chipotle uses a blend of humor, fun, and really great food shots, making use of TikTok’s video and slideshow features, like this one.

The bottom line? Striking the right tone of humor for your brand is one of the most important TikTok content trends moving forward.

7. Poking Fun

While this may seem tied closely to the 6th trend on this list, self-deprecating humor and poking fun is a trend and vibe all on its own.

It’s not just making fun of yourself or not taking yourself too seriously. It’s also about poking fun at your industry.

Real estate TikTokers do an amazing job of playing around and getting away from the serious.

Like indianahomegirls:

Then there’s Starbucks, which nails poking fun at how seriously we take our coffee. The entire channel is gold, but I particularly giggled at this one:

8. Niche Influencers

Consider partnering with influencers to build trust with consumers on the app.

Micro-influencers with 10,000 to 100,000 followers build deep relationships and communities with their viewers. They often yield more success for marketers than if they were to work with celebrities or macro-influencers.

Over the last few years, influencer marketing emerged as a key trend in the marketing industry. More specifically, marketers were leveraging and benefiting from small-scale influencers with audiences smaller than 100k.

Here’s how that changed in the past 12 months. While in 2023, 64% worked with micro-influencers, in 2024, we saw that number rise even further to nearly 68%. Even more interesting? Just under 23% of marketers working with influencers chose nano-influencers, or people with fewer than 10k subscribers.

It makes sense — are you more likely to buy based on a friend’s recommendation or a huge, polished production? I’m always going to trust the person I see as real.

I think it’s more than reasonable to predict that niche influencer marketing will become an increasingly important TikTok content trend.

Thinking about going beyond influencers to capitalize on TikTok ads? HubSpot has an integration that helps you seamlessly capture leads.

Or check out this video on setting up a TikTok Shop:

9. Less Polish, More Grit

There’s a TikTok creator who I love following — dadchats. Everything he posts is real, and generally speaking, hysterical. He’s a fantastic storyteller and shares snippets from his home life, his kids’ antics, and anecdotes from his career as an attorney.

Worth noting, he also often breaks down legal concepts and shares them from an educational perspective to help people understand.

But that’s not where the grit comes from — there is rarely polish to his videos, and that adds to the charm and relatability:

In a world where AI is starting to take over, it’s refreshing to see creators focused on being real. Brands that can take advantage of this TikTok content trend will continue to build trust — and potentially at a more accelerated rate than brands that exclusively focus on high-production-value, polished content.

10. More Brands, More Creativity

A whopping 67% of marketers surveyed said they plan to maintain or increase their investment in TikTok! So, I think it’s safe to say we’ll see more brands showing up in increasingly creative ways on TikTok to connect with their audiences.

“TikTok is evolving beyond just mindless entertainment to also be about business. It’s becoming a more full-featured platform, catering to a wide variety of businesses and tastes,” says marketing expert Haley Gray, founder of In2itive Biz Solutions.

What will that look like? Well, that’s anyone’s guess. If TikTok content trends are anything, they’re unpredictable.

Remember when the Susi Pesto trend took over TikTok in late 2023 and well into 2024?

Suzi Vidal posted a video of her pesto recipe saying “Call me crazy if you want, but I’ve never liked store bought pesto.”

From there, thousands of people stitched the first few minutes and shared their crazy stories — that had nothing to do with pesto.

While I didn’t see brands getting in on that action, there could have been, and I missed it. Regardless, there will continue to be similar opportunities — and you can bet that brands will be ready to jump in!

11. Personal Storytelling

Jenn Robbins is an online influencer, marketer, and TikTok creator who I also happen to know. She said, “It’s been fascinating to watch the Pepe Prawn stories, because they are still going and I would’ve thought they’d died out by now.”

If you’re not familiar with Pepe Prawn, he’s a Muppets character known as Pepe the King Prawn. His full name, Pepino Rodrigo Serrano Gonzalez, is a big name for a fictional puppet character. More importantly, he always looks panicked, mortified, or in total disbelief.

The TikTok content trend features slides of Pepe, set to a choral version of Madonna’s “Like A Prayer,” with text sharing embarrassing — and sometimes traumatic stories.

Here’s one that’s a little sillier — and totally relatable:

Robbins goes on to say she thinks people like a way to tell stories that are personal. I agree with that. What’s more, I think if there’s a way for brands to capitalize on similar content trends where they can highlight the real behind-the-scenes of their business, they can really build those connections.

12. TikTok Reviews

Directly related to TikTok content trend #8, businesses are going to rely more and more on small influencers to share reviews.

Why?

Reviews matter. As consumers, we take them seriously. According to Capital One Shopping Research, 92% of us read online reviews before visiting a local business. The same study shows that 84% of us trust online reviews as much as personal recommendations.

And if a picture is worth a thousand words — just imagine how many words a video review is.

And while influencer partnerships are critical, the best possible reviews are ones that come from the heart and aren’t necessarily trying to sell products directly.

After dadchats (who I mentioned above) shared a personal experience with a fire blanket, several people bought them, and he decided to do a promotion to help families in need:

13. The Rise of ASMR

What’s that? ASMR stands for Autonomous Sensory Meridian Response. ASMR videos usually show a blend of soothing audio and video content. Some people find it relaxing, and others find it stimulating.

Brands that do a good job of ASMR are likely to get lots of views. The challenge? Finding the right way to do it!

Here are a few businesses and creators doing a great job with this TikTok content trend:

This stationery brand:

This artisan and potter:

14. Party in the Comments Section

Remember, not all content on TikTok is video. Just like any other platform — and perhaps even more so on TikTok — the magic happens in the comments sections. Where individual creators often drop video reactions to comments, again, not everything is video-driven.

There are plenty of brands who live in the comments sections — notably, Wendy’s, Pepsi, Planet Fitness, and more, which is almost as much fun for people to interact with as any original content they create.

Is getting a comment from a big brand the new way to go viral? Maybe. Either way, remember the comments section of your content and other creators is a gold mine of opportunities to get eyes on your brand and to add a dose of fun.

Final Thoughts

So there you have it: four trends creators predict will take over TikTok in 2025. Going forward, make sure your TikTok videos are authentic but not relatable to the point of being cringy and overdone.

Consider creating content that is valuable and helpful, such as educational videos or product and service recommendations. And finally, be open to using AI as an assistive tool, but don't let it strip your content of personality.

Now, if you‘ll excuse me, I’ll be scrolling TikTok again for the next hour or so.

Editor's note: This post was originally published in January 2024 and has been updated for comprehensiveness.