On a bustling Wednesday at the 2025 Consumer Electronics Show in Las Vegas, TikTok executives continued with their regular affairs, showcasing data from their fifth annual “What’s Next Report” during a crowded conference discussion. The panel, named “TikTok: Shaping the Future – From Trends to Business Transformation“, was led by Cassie Taylor, global head of creative solutions and trends at TikTok, and Rema Vasan, head of business marketing. They offered insights into how brands have innovated on the platform and predicted its impact on future marketing and business development strategies as part of their “Brand Chem” initiative.
The impending TikTok ban by the U.S. wasn’t mentioned during the algorithm-guided discussion and was left unaddressed. When asked how the trend predictions might change due to the prohibition, TikTok representatives at CES chose not to comment on the ongoing legal issue, instead repeating their statement from December 18: “We believe that the court will rule the TikTok ban as unconstitutional, allowing the over 170 million users on our platform to continue expressing their free speech rights.” In a matter of days, the Supreme Court is set to convene an urgent hearing on January 10 to determine whether the restriction on the social media app infringes upon the First Amendment.
During their presentation at CES, TikTok executives didn’t discuss its future but instead emphasized the platform’s advertising potential. They presented user statistics and success stories from brands that experienced significant growth thanks to TikTok’s highly interactive user base.
Vasan points out that it’s clear we’re fortunate to have many people spending significant time with us, not just for entertainment, but TikTok plays a crucial role in shaping our culture. It influences how we shop, travel, search information, and even the way we communicate. Who knows what word of the year dictionary.com might choose in 2024, given that ‘demure’ was popularized by TikToker and beauty influencer Jools Lebron? This just shows the vast influence TikTok has on various audiences and cultures.
Taylor shared a compact version of the article titled “What’s Next,” offering insights on predicted trends referred to as “Signal Trends” within the report. These trends represent shifting content tendencies that indicate developing behaviors and preferences. Businesses can leverage these trends to create a forward-thinking content plan. She specifically emphasized the three key “Signal Trends.
In “Brand Fusion,” brands collaborate with multiple content creators to establish enduring relationships with their audience, connecting with them in authentic ways – be it backstage or out on the streets.
By adopting “Identity Assimilation,” brands take up emerging consumer principles, enabling these changing ideologies to transform their own image and fostering a stronger bond with the community at a more profound level.
According to the Trend Report findings, approximately 8 out of 10 users admit that TikTok has exposed them to fresh subjects and trends they never knew they were interested in, fostering a globally unified, active user base.
Through “Creative Catalysts,” brands are venturing into innovative resources such as AI, enabling them to make bolder leaps in the creation of their content, thus fostering a more daring approach.
According to the data, approximately three out of four TikTok users appreciate a combination of images and videos. This mix helps businesses stay current and keep their audiences engaged. In addition, feedback from TikTok’s comment sections enriches this approach, enabling brands to adapt and innovate alongside consumers. Remarkably, 68% of users believe that brands should utilize comments to better comprehend their audience’s preferences.
Later in the meeting, we heard from Jamie Gersch, Chief Marketing Officer at shoe company Rothy’s, and Bridget Jewell, Executive Creative Director at advertising firm Dentsu (speaking on behalf of Nutter Butter). They discussed their achievements on TikTok during that part of the session.
According to Gersch, TikTok plays a crucial role in predicting business trends by providing valuable information about potential product improvements.
2024 was a banner year for Rothy’s as highlighted in their TikTok year-end recap. They introduced 42 unique styles, expanded into 90 stores, fulfilled hundreds of thousands of Mary Jane orders, and hosted four bottle swaps, thereby preventing 200 million plastic bottles from ending up in landfills and transforming them into shoes instead. The success of their clogs and Mary Janes was attributed to their dedicated team who are deeply invested in the platform. They seek out genuine, authentic creators who genuinely love the brand. Remarkably, the Mary Jane shoe, initially the eighth bestseller, climbed its way up to become the number one seller, not due to being a new product, but by partnering with the right creators and even “deinfluencers.
As a dedicated fan, I’m thrilled to share that our factory belongs to us. When we noticed the surge in popularity of the Mary Jane on the platform, we felt compelled to revisit our product team and exclaim, “There’s something significant here!” They too recognized the market trend. Consequently, five new styles were born. We’ve learned to harness insights from the platform, particularly the comments section, to ask, “How can we capitalize on this trend and create more products that are a natural extension of what customers adore?” This approach helps us sustain the momentum, as Gersch puts it.
Rothy’s launched a men’s version of the Clog on Black Friday by living in the comments.
According to her, ‘The Mary Jane and The Clog’ are two items that are drawing in a younger demographic, specifically those aged between 20 and 34 years old. These products and the insights gained from them are contributing significantly to customer retention and acquiring new customers.”
Or, more concisely:
“The Mary Jane and The Clog are attracting 20-34 year-olds, increasing both existing and new customer base due to these products and related insights.
Jewell explains that Nutter Butter was often vying for increased marketing funds within the Mondelez brand portfolio. When they decided to join TikTok in 2021, it had good recognition but lacked connection with the younger demographic. It’s been an engaging space for us to innovate, test, and discover, leading to remarkable success. The unique visual style featuring Nutter Butter in horror-themed pop culture settings has garnered over 10 million views per video.
Jewell notes a shift in the dynamics of client-agency relationships, particularly in advertising. Previously, there was ample time for planning and execution, but now it’s more rapid. What sets the community’s response to Nutter Butter apart and their approach is a sense of shared ownership. They are actively participating in shaping the narratives we create on platforms like Reddit because they’re so engaged with our content on TikTok. This engagement serves as a source of inspiration for our future work. Instead of relying on assumptions about what the community might prefer, we base our briefs on their expressed desires. It’s not just about what we think they might want; it’s about giving them what we know they want.
In a matter of a few brief days, it will be clear what the Supreme Court’s stance is on TikTok’s role in our daily lives.
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2025-01-09 16:25