TikTok continues to disrupt the industry, generating unparalleled opportunities for brands to connect with their audience.

There’s no denying that this unique platform is shaping our culture and revolutionizing how we consume and create content with a community of over 1 billion coming together to share their passions, spark trends, and build communities.

"Throughout 2024, TikTok continued to redefine how we discover, create, and connect through the shared language of video. From small businesses launching global brands to creators and artists at the forefront of cultural movements, TikTok is a catalyst for economic growth, cultural trends, and social impact. We celebrate our global community who have inspired and entertained us this year, as we remain committed to nurturing a positive and inclusive environment where everyone can bring joy, have a unique voice, and a chance to shine," said James Stafford, Global Head of Content, TikTok.

From viral moments to different storytelling formats—we’re reflecting on the past year to provide you with the lessons you need to unlock the full potential of TikTok in 2025.

Lesson One: Tap Into Flourishing Fandoms

1. Share More, Connect More

TikTok continues to inspire creativity and community, giving rise to trends that transcend borders and generations.

This is why it's important for brands to post frequently — more posting means more stories to tell, and more opportunities to connect with new communities and cultural moments.

2. Leverage Niche Communities

TikTok’s diverse fandoms thrive on shared interests—from #BookTok to #SportsTok—publishers that understand the nuances of their desired audience and connect with these communities are the ones creating content that truly drives engagement.

3. Be An Active Participant.

Publishers and brands flourish when they embrace authenticity. In 2024, successful publishers adopted a community-first approach and utilized TikTok’s suite of engagement tools to leverage the platform’s participatory culture. By doing so, they amplified conversations that matter to their global audience, strengthened bonds, and turned new users into dedicated community members.

Lesson Two: Don’t Be Afraid to Get Deep

Publishers often shy away from producing meaningful content and keeping things surface-level with their community, but research shows people are seeking more from the brands they are engaging with online. Here are three tips to drive a deeper connection with your content in 2025:

1. Flex Your Thought Leadership: Leverage your industry expertise to spark in-app conversations and give back to your audience by turning trending topics into educational content that provides them with genuine value and entertainment.

2. Hook and Engage: Instantly draw in users with exciting visuals and sounds. Experiment with storytelling techniques that evoke emotion or humor to ensure your content leaves a lasting impression on your desired audience.

3. Explore a Variety of Formats: Experiment with different ways to tell your story. From TikTok's photo posting feature to 60-minute videos—the opportunities for publishers to elevate their brand through innovative creativity are endless.

Lesson Three: Stay Ahead of the Curve

This year, TikTok announced the launch of the new Publisher Insights Hub- a dedicated resource designed to empower publishers and equip them with the tools they need to find success on the platform.

Whether you're a sports team, a fashion house, or in the news and entertainment business, the Publisher Insights Hub offers exclusive insights, case studies and best practices tailored to specific industries, ensuring publishers remain one step ahead.

Finally, the biggest lesson for 2025 is to stay agile. Publishers that remain creative and authentic will be the ones to lead the way. So dive in, explore the possibilities of TikTok, and get ready to make a lasting impact on the platform where culture starts.