TikTok encourages brands to ‘take more exciting creative risks’ in ads

TikTok’s fifth annual trends report encourages brands to “take more creative risks,” including using AI in their advertising on the social media platform.

The report highlights three trends. The first, “creative catalysts”, covers what the social media platform calls untapped tools for marketers to use to “take more exciting creative risks than ever before”.

These include AI, which TikTok users and brands have started using for everyday tasks shared on the platform, such as styling outfits, visualising renovations, and writing scripts using its Symphony Assistant tool. TikTok said Symphony Assistant allows brands to leverage real-time data on trending content and transform it into ready-to-film concepts.

Data cited in the report found that of the 1495 TikTok users it surveyed, they were 1.5 times more likely than users of other social platforms to “look forward” to Generative AI in ads.

The report also showed brands using TikTok are shifting away from short-lived marketing assets to multifaceted storytelling strategies as demand for content rises.

It highlighted the rise of on-demand shopping trends like #Summerween, which it said brands could use to experiment with various messages. This comes as three-quarters (76%) of TikTok users said they enjoyed seeing a mix of images and videos.

The second trend, “identity osmosis”, outlines that brands are organically integrating evolving consumer values into ad content.

TikTok said its users were “redefining representation by embracing diverse, authentic perspectives and celebrating niche viewpoints” and building a more inclusive and empathetic global community. This has led brands to adapt how they engage with audiences on TikTok. This includes directly responding to feedback in the comments, as 80% of users surveyed believed that brands should leverage comments to better understand their audience. 

In addition, the report recommended brands use changing perceptions regarding girlhood, as seen on TikTok, where users share their first-hand experiences. Some 72% of women felt it was easy to connect and bond with new communities around shared life experiences on the platform, and this has prompted brands to reconsider their messaging and enshrine female inclusivity, partly by leveraging amplifier communities like #WomeninSTEM on TikTok.

TikTok is redefining traditional milestones, too, amid an era of economic change. This has led to conversations on the platform around student debt, mental health, and personal happiness, and it reflects a shift toward valuing authentic experiences. 51% of users on social/video platforms seek content that mirrors their lives. 

The final trend, “brand fusion,” covers brands that are gaining renewed robustness and becoming more responsive to people. 

It outlines that brands are "discovering the value” of collaborating with a selection of creators rather than relying on a single influencer. Two out of three TikTok users stated that they liked it when brands partner with a variety of creators.

The report urged brands to meet their communities where they are and share varied and unfiltered content, such as street interviews and behind-the-scenes moments, to help foster trust. The figures revealed that 40% of TikTok users found brands that showcased personality more relevant.

TikTok added that it aims to “push the boundaries of what we call 'marketing' and re-envisioning the future of business growth and cultural relevance” through an initiative called "Brand Chem".

Sofia Hernandez, global head of business marketing for TikTok, said: "In 2024, we saw brands push creative limits, lean into trends, and connect with their communities in powerful ways, but 2025 is set to take it even further.

“The creative storytelling opportunities on TikTok are endless, and this year, brands and creators will unite to continue to shape culture, spark fresh ideas, and accelerate business growth by tapping directly into what matters to the TikTok community."