2025 Unfiltered: Predicting Consumer Behaviors Through The Lens Of TikTok

“Social media trends tell us more about our customers than we realize, from how they feel to what they want from brands. Even the smallest trend can signify something deeper – we just have to look for it!”

It’s that time of year again where every agency releases their annual predictions report…

Well, we know better than anyone that you really can’t predict social media trends, especially on TikTok (who could have ever predicted Demure Fall? Holding Space? Who tf did I marry?).

BUT what we can do is examine how people are engaging with trends and influencers, how this has evolved, and how these trends intersect with wider culture and consumer behaviors.

And so, we’ve approached the traditional predictions report slightly differently this year…

We’ve analyzed the biggest TikTok and creator trends from the past 12 months, from Brat Summer to The Man vs The Bear, and used these to unpack how consumers may be feeling, how their moods are shifting, and what this could tell us about what they want from brands, influencers and advertising next year.

As marketers, we’re constantly told we need to “move at the speed of social“. But how do you go deeper to “move with the mood shift“? Download our report to find out!