The brands winning on TikTok are not chasing trends. They are building communities, and treating the platform as an ongoing conversation rather than a campaign.

Fandom has become infrastructure. A 2025 study found that 85 percent of sports fans engage with the platform during live events, evidence that participatory communities now form and interact in real time. Brands that show up only when they have something to sell are easily spotted, while those that engage before, during and after a cultural moment earn lasting attention.

Trust is the other theme. One in four European premium shoppers now waits for creator reviews before buying, and that trust belongs to the creator. Over-scripting their content undermines the very thing a brand is paying for.

The practical advice is to use what makes the platform distinct, from playlists that revive evergreen content to active engagement in the comments, where audience sentiment lives.

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Source: Business of Fashion, The MAX Report