As we approach 2025, TikTok remains at the forefront of digital innovation and social engagement. The platform is expected to reach 955.3 million users in 2025, following the trajectory of steady growth and expansion in terms of users as well as geographic reach.
The platform is evolving to meet the needs of its community, brands, advertisers, and content creators. Just like every year, we gathered our TikTok experts and employed their deep understanding of the platform to predict the direction it’s going to take in the following year. Here are the trends and enhancements we anticipate shaping the platform in 2025 – and how your business can leverage them.
TikTok as a Search Powerhouse
Our TikTok experts agree that the platform is poised to become a bona fide search engine for a considerable chunk of users. The platform has been investing heavily in search functionality and TikTok search ads. Consequently, it is increasingly positioning itself as a search engine of choice – especially for Gen Z users who are particularly likely to turn to TikTok instead of Google to search for restaurants, shops, products, and services.
In 2025, businesses should optimize their TikTok content for discoverability. This, above all, means:
- Including relevant keywords in captions, hashtags, and video descriptions,
- Producing content that directly answers questions or provides how-to insights, and
- Local SEO for brands with physical locations.
In-Video Search Innovations
Building on the platform’s commitment to discovery, TikTok’s in-video search powered by facial recognition technology will allow users to find additional content featuring specific individuals. Brands can benefit from this by collaborating with recognizable creators whose presence drives deeper engagement and visibility.
Expert tip: Optimize captions, hashtags, and descriptions with keywords that reflect what users are likely to search for. Create content that directly answers user queries or offers valuable insights.
The Evolution of TikTok LIVE
TikTok LIVE is set to become even more integral to the platform’s ecosystem in 2025, offering brands and creators unparalleled opportunities for real-time engagement. This feature, already a cornerstone for entertainment and commerce, is evolving into a dynamic tool for fostering community, driving sales, and delivering authentic content experiences.
TikTok is transforming LIVE into a versatile feature that goes beyond simple broadcasts. Whether they’re hosting product launches, interactive Q&A sessions, or live tutorials, brands can connect with their audience in an immersive and immediate way.
As it continues to invest and promote LIVE, TikTok is working to position it as a unique mix of entertainment, real-time events and news, and everything in between.
TikTok LIVE already functions as an entertainment hub, bringing in creators who can captivate audiences through unique, interactive content. In 2025, we will witness more efforts to bring real-time events and news. LIVE streams are becoming an avenue for real-time updates. This represents a unique opportunity for businesses to stay relevant by participating in trending conversations or events.
Finally, TikTok LIVE can offer tremendous social selling opportunities. It integrates seamlessly with TikTok Shop, allowing businesses to showcase products, answer questions, and drive purchases during live streams. And let’s not forget that social selling through LIVE sessions is one of the most effective ways to convert viewers into customers.
Group LIVE Streams
One of the most exciting advancements is the introduction of group LIVE streams, enabling multiple hosts to participate in a single session. This creates a collaborative environment where brands and influencers unite: co-hosted streams can feature both brand representatives and influencers, blending credibility with entertainment to drive engagement and sales.
It’s also great for community building – group sessions foster a sense of inclusivity, encouraging audience participation and creating a shared experience that deepens brand loyalty.
In addition, with multiple hosts, businesses can experiment with creative formats such as debates, panel discussions, or collaborative challenges.
Mentorship Through LIVE Creator Networks
TikTok is actively investing in the development of creators who specialize in LIVE content through partnerships with TikTok LIVE Creator Networks. These networks provide mentorship, resources, and strategic insights, empowering creators to produce high-quality live streams.
Collaborating with networks like GrowMojo’s official TikTok Creator Network offers several advantages. Most notably, it drives better results, thanks to professional training and mentoring, geared towards helping creators engage audiences, keep them entertained, and drive conversions. It also matches brands with creators who align with their goals, audience, and products, delivering messages into LIVE sessions organically, ensuring authenticity and resonance. In 2025, we will see an expansion of these networks and more creators joinin in to leverage what they have to offer.
Expert tip: Creators should thoroughly research and find their TikTok LIVE niche before embarking on this journey. Plus, partnering up with a specialized TikTok LIVE agency is highly recommended.
Series on TikTok: Episodic Content for Engagement
TikTok is testing a new Series feature that allows brands to create episodic content as video series, encouraging users to engage with stories and narratives. Streaming businesses, in particular, can benefit from Series to drive paid subscriptions or product purchases – they can hook a new user and then require a purchase to be able to see the rest of the episodes.
Expert tip: Develop a content series that introduces your brand’s products or services in an engaging, narrative-driven format to hook viewers and convert them into loyal customers.
Voice and Video Comments for Enhanced Communication
In 2025, our experts believe we will be seeing increased engagement through new forms of engagement on the platform, thanks to the new voice and video commenting feature.
TikTok is introducing voice and video comments as a way for users and brands to engage in richer interactions. This opens doors for:
- Personalized responses to customer inquiries,
- Engaging storytelling directly in comment threads, and
- Building deeper connections with audiences through unique and memorable interactions.
Let’s not forget that the TikTok algorithm rewards engagement, so businesses that reply to comments with videos can expect increased reach and follower count.
Expert tip: Use voice and video comments to respond to frequently asked questions about your products or services, ensuring your responses are personable and engaging while showcasing your brand’s expertise.
Location-Based Features for Hyper-Local Targeting
A real game-changer and an important trend for local businesses and creators comes with location tagging and local search features, making it easier for users to find content and businesses nearby. Location tagging allows brands to attach geographic information to their content, making it easier for users searching for local services, shops, or experiences to discover them.
For small, local brands, location tagging means enhanced discoverability and more customers.
For users, it means greater opportunities to book local experiences or make reservations directly through TikTok.
Local search features can benefit the creators, too – they can forge collaborations with local brands through recommendations and reviews, boosting both their own and the brands’ visibility.
Expert tip: In 2025, start adding location tags to every relevant post to enhance local discoverability. Combine them with exclusive geo-targeted offers or collaborations with local influencers to maximize appeal to nearby audiences.
The Rise of AI-Generated Content
Another significant trend our experts are predicting is the increased use of AI-generated content in TikTok videos. Brands and creators alike are already leveraging AI enhancement tools in their content, and now we’re also seeing AI-generated avatars acting as spokespersons. This will continue to evolve, allowing brands to rely less on human creators.
High-quality AI-driven videos can significantly reduce production costs for brands, while experiments with AI avatars can deliver engaging content that’s actually quite indistinguishable from human creators.
Expert tip: Experiment with AI tools for creating engaging videos or avatars. Start with small projects like tutorials or promotional clips, and analyze their performance metrics. For AI avatars, develop a distinct personality that aligns with your brand, making them a relatable and memorable “face” for your audience.
TikTok Shop Suggestions for Personalized Shopping
TikTok is expected to place greater emphasis on personalized product recommendations in 2025, making TikTok Shop an even more intuitive and engaging shopping platform. By enhancing its algorithm, TikTok will likely deliver highly relevant product suggestions based on user behavior, interests, and video interactions.
A New Era of Personalization
TikTok’s focus will likely shift toward providing curated shopping experiences that seamlessly integrate into users’ feeds. For example, if you engage with fishing content, TikTok might recommend fishing gear, curated kits, or even guided fishing trips directly linked to TikTok Shop. The platform may also experiment with multi-product suggestions, bundles, and experiential offerings, enriching the shopping journey.
Implications for Brands
This evolution allows brands to align their products with hyper-relevant content, boosting visibility and sales. TikTok’s smarter algorithms will help businesses target niche audiences, ensuring that products appear in front of the users most likely to convert.
Expert tip: Optimize product descriptions and video content for TikTok’s algorithm by using trending hashtags, keywords, and captivating visuals. Collaborate with creators whose content aligns with your offerings to ensure your products are prominently featured in personalized recommendations.
Wrapping It Up
From the evolution of TikTok LIVE to advanced AI-generated content, hyper-local targeting, and enhanced product recommendation algorithms, the platform is becoming an indispensable tool for marketing, engagement, and sales.
Staying ahead in 2025 means embracing these trends early and methodically incorporating them into your TikTok strategy. Whether it’s leveraging location-based features, optimizing for search, or exploring new formats like group LIVE streams, brands that adapt to TikTok’s innovations will see greater visibility, deeper connections with audiences, and stronger ROI.
Now is the time to act. Partnering with a TikTok-certified agency like GrowMojo can provide the expertise and resources needed to navigate these trends effectively. With our deep understanding of the TikTok ecosystem, we’re here to help you unlock the full potential of the platform in 2025 and beyond. Reach out to us today and start crafting your winning TikTok strategy.
