As short-form video continues to dominate digital content, platforms like TikTok and Snapchat are setting the tone for the future of brand marketing. Their massive Gen Z and Millennial user bases, combined with innovative ad tools, make them hotspots for brands aiming to stay culturally relevant and drive meaningful engagement. Let’s dive into the emerging marketing trends shaping TikTok and Snapchat in 2025.
1. AI-Driven Personalization is the New Norm
Both TikTok and Snapchat are leveraging AI to deliver hyper-personalized content feeds. Marketers now must craft creatives that align with micro-interests and niche communities. On TikTok, this means creating native-feeling content tailored for FYP (For You Page) algorithms. On Snapchat, AI lenses and predictive filters are helping marketers boost interaction based on user behavior and preferences.
🔹 Pro Tip: Use first-party data and interest tagging to create content variations for specific audience segments.
2. Short-Form UGC (User-Generated Content) Still Wins
Brands are moving away from polished ads and leaning into raw, user-generated-style content. Influencer partnerships, customer reaction videos, and behind-the-scenes content perform especially well. TikTok’s Spark Ads and Snapchat’s Story Ads are ideal for amplifying UGC while retaining authenticity.
🔹 Pro Tip: Run UGC contests or challenges that align with trending hashtags or memes.
3. Augmented Reality (AR) Experiences Are a Game-Changer
Snapchat continues to lead in AR innovation with its Lens Studio, while TikTok is quickly catching up with effects powered by its Effect House. Brands are creating immersive AR filters for product try-ons, mini-games, and interactive storytelling.
🔹 Pro Tip: Develop branded AR lenses or filters that encourage users to engage and share—this drives organic reach.
4. Community-First Marketing Over Brand-Centric Messaging
Communities drive culture on these platforms. From #BookTok to Snapchat’s private shared stories, tapping into niche communities helps brands build loyalty. Instead of pushing products, brands are focusing on value-driven storytelling that resonates with each community’s tone and interests.
🔹 Pro Tip: Identify micro-communities relevant to your product and build content around their inside jokes, challenges, or lingo.
5. Shoppable Videos & Social Commerce Integration
TikTok has been expanding its in-app shopping capabilities through TikTok Shop, while Snapchat offers seamless product integration with Catalog-powered AR. The line between content and commerce is blurring fast.
🔹 Pro Tip: Create educational or review-style videos that naturally integrate product links without hard selling.
6. Creator-Led Campaigns Over Celebrity Endorsements
Trust is shifting from big names to relatable creators. Nano- and micro-influencers with highly engaged followers are proving more valuable for campaign ROI. Platforms are also providing creator marketplaces for brands to collaborate directly with vetted creators.
🔹 Pro Tip: Partner with creators who already love your product and give them creative freedom.
Final Thoughts
TikTok and Snapchat are no longer “emerging platforms”—they are leading innovation in the digital marketing world. Staying ahead requires agility, authenticity, and a deep understanding of platform culture. Whether you’re a brand or an agency, adapting to these trends will help you stay relevant and drive real engagement in 2025 and beyond.
Want to future-proof your marketing strategy for TikTok and Snapchat? Let’s talk. 🚀
