As we move into 2025, TikTok remains a dominant platform in influencer marketing, offering a mix of algorithm-driven discovery and user engagement. The platform’s capacity for nurturing interactive communities, alongside its global reach, makes it ideal for brands looking to drive visibility and loyalty through influencer partnerships.
Here’s a look at the essential practices for brands to succeed with their TikTok campaigns in 2025 – the latest trends, audience behaviours, and effective strategies.
Why TikTok is a Vital Platform for Influencer Marketing
In the US, UK and worldwide, the app continues to grow with users of all ages, especially within the influential 18-34 age range. By 2025, TikTok has cultivated a culture where consumers rely on influencer recommendations, with 78% of users indicating they’ve purchased a product after seeing it promoted on the app.
This makes TikTok a powerful platform for building strong communities and driving conversions – especially when brands leverage the right influencers to create relatable, aspirational content.
Selecting Influencers to Drive Authentic Engagement
Authenticity is paramount for TikTok influencers, especially as audiences become more selective about whom they trust. For successful partnerships, you should focus on influencers whose values and style align with your brand.
In 2025, micro- and nano-influencers are continuing to gain traction, as their smaller followings often result in higher engagement and more direct audience connections. These creators bring an authenticity that many TikTok users now expect from brand collaborations, which makes them particularly valuable for campaigns targeting niche or local communities.
Optimising Content for TikTok’s Unique Discovery Algorithms
TikTok’s “For You” page, which curates content based on individual user preferences, remains a powerful discovery tool that can make or break campaign success.
Campaigns that balance entertainment with authentic storytelling are boosted organically by the platform, while overly promotional or disconnected content may be filtered out, limiting reach. This organic focus on discoverability is one of TikTok’s defining features, allowing brands to engage users on their own terms.
To tap into this, you should consider integrating:
- trending sounds,
- hashtag challenges,
- meme formats that align with your campaign’s themes.
By adapting to TikTok’s content ecosystem, you can achieve greater visibility and engagement with minimal ad spend.
Leveraging Interactive Content Formats for Engagement
TikTok’s forte is interactivity, with features like Q&A sessions, live streaming, and polls enabling brands to connect with audiences in real-time.
In 2025, live shopping events will become especially effective for e-commerce campaigns, as influencers can showcase products live, answer audience questions, and guide users towards purchases. Live content also allows for a more immersive experience, creating a direct line of communication between brands and consumers that feels organic and immediate.
Example: The skincare brand Too Faced(https://www.toofaced.co.uk/) has used live sessions with influencers to answer skincare questions and demonstrating products targeting specific skin issues. Such sessions allow brands to engage with users directly, build trust and drive real-time purchases.
Using Mimetic Desire and Community Culture for Deeper Connections
TikTok’s culture of mimetic desire—where users emulate influencers’ lifestyles or trends—creates powerful opportunities for brands.
Campaigns that align with users’ aspirations, whether through lifestyle content or aspirational messages, are particularly successful on TikTok. You can utilise this trend by crafting campaigns that invite viewers to participate in trends or experiences, encouraging them to see themselves as part of a broader community.
Hashtags play a crucial role in this, as they create micro-communities that align with user interests. For instance, the #BuyItForLife trend, which centres on sustainable purchasing, has created a strong community that appeals to users interested in high-quality, long-lasting products. Brands that engage with these specific interest groups can immediately boost both their relevance and audience loyalty.
Tracking Campaign Performance Automatically
As campaigns become more complex, brands require sophisticated tools to measure success. Companion offers a suite of tools designed to track and analyse TikTok influencer campaigns, providing real-time insights into engagement, audience demographics, and conversion metrics. With Companion, brands can generate in-depth reports that reveal which influencers or content types drive the most impact, empowering brands to make data-informed decisions.
Companion’s tools can help brands optimise campaigns by highlighting which elements resonate with audiences, enabling real-time adjustments for maximum reach and engagement.
Creating Content to Align with Long-Term TikTok Trends
For sustained engagement on TikTok, brands must align with trends that reflect evolving user interests.
Sustainability, wellness, and transparency are key themes that continue to resonate with TikTok’s user base, which is increasingly conscious of ethical consumption and mental health. You can adapt by working with influencers who advocate these values, using campaigns to promote long-lasting connections with consumers.
For example, eco-friendly fashion brand H&M has increasingly collaborated with influencers who focus on sustainable fashion, showcasing how their products contribute to a “buy less, buy better” philosophy that aligns with values shared across TikTok’s environmentally-conscious communities.
Key Takeaways for Building an Effective TikTok Influencer Campaign in 2025
TikTok’s unique mix of interactivity, community, and algorithmic discovery offers unique opportunities for influencer marketing and help brands reach and build strong communities.
For successful campaigns on this platform, you should
- prioritise authentic content,
- adapt to evolving trends,
- and leverage data analytics tools like Companion for optimised performance.
For more insights and practical advice on launching effective influencer campaigns, read more on the Companion Blog, where we share how to align your campaign with business goals, how to track influencer content and many more.
FAQs
1. How should brands choose TikTok influencers for 2025?
Focus on influencers with authentic engagement and values that align with your brand. Micro- and nano-influencers are often effective for niche campaigns.
2. What interactive features should brands utilise on TikTok?
Q&A sessions, live streaming, and interactive polls help brands foster a deeper connection with their audience.
3. How does Companion assist with TikTok campaign tracking?
Companion provides advanced analytics to track influencer impact, engagement, and conversion rates, offering actionable insights for real-time campaign optimisation.
4. Why are micro-influencers valuable for TikTok campaigns?
They typically have higher engagement rates and maintain strong, authentic connections with their audiences.
5. How can brands integrate sustainability into their TikTok campaigns?
Partner with influencers who advocate for ethical consumption, highlighting product quality and long-term use for environmentally conscious audiences.
Stay informed on TikTok’s latest trends and employ the right strategies, so you can connect authentically with your brand's audience, optimise your reach, and cultivate lasting brand loyalty in 2025.