12 TikTok Video Marketing Trends: What’s Driving Success in 2025?

Anyone paying attention to the evolution of online content has undoubtedly witnessed the meteoric rise of platforms like TikTok as the latest and hottest thing when it comes to online video content.

Making the best use of a platform typically demands that you know the kind of content that’s working best on those platforms at the moment. As such, we at Billo have decided to take a closer look at all the stats behind the short videos. The result of our research – an overview of the best performing TikTok video marketing trends today.

Let’s see what will make your UGC ads convert on this popular platform.

Video Marketing in 2025: What Does It Look Like?

As the saying goes, brevity is the soul of wit, and people do seem to love their brevity these days.

In 2025, video marketing has become faster-paced, more dynamic, and audience audience-focused. Many brands are moving away from long-form video advertising, and away from the flash and cinematic lens of the past, and into content that speaks to viewers in seconds, fitting into their scrolling habits with ease.

TikTok is the poster-child platform for this bite-sized content that focuses on feeling authentic while telling a story. Its base of over 1 billion monthly users has made it an extremely attractive field for brands looking to connect with audiences, especially those trending into Gen Z and younger Millennials.

TikTok Video Marketing Trends for 2025

TikTok is becoming the battleground of modern branding and video advertising, but what are the trends that are ruling the roost at the moment? Some would say that the three main pillars of successful content are authenticity, speed, and storytelling.

However, a closer look shows that some trends tend to lead to much more successful results than others. After reviewing the best platform performers, here is what we found makes your video stand out.

1. Keep It Short (or Shorter)

Shorter videos do strong while micro-videos of 10 seconds or less dominate the top 10% videos for CTR. Especially in categories like baby products and food videos. Don’t worry about voiceovers, just music, quick visuals, and color-matched aesthetics.

Whether it’s a cute baby bottle or a sizzling food shot, static, close-up visuals do the heavy lifting. Keep it short, punchy, and visually mouthwatering. No need for CTAs.

2. Start With The Hook

The hook is the most important part of your video, ensuring the video click rate is in the top 10%. It should immediately grab the viewer from the first few seconds of the video. This is especially true for the beauty type ads.

Some examples of catchy hooks include:

• Saying something unexpected – for example, My boyfriend just made the BIGGEST mistake
• PSA – for example, PSA: you need a mineral sunscreen, here’s why
• Story time – reveal the unexpected twist in the beginning of the video

3. Mixed Media Magic

Particularly effective in fashion and parenting content are stills combined with short clips converting in the top 5% in their respective categories. This is usually done over emotionally charged music can make for affecting storytelling by showcasing the official product shots mixed with real-life video footage.

Best examples are something like baby clothing videos with nostalgic music, or outfit transitions synced to catchy beat drops. You should keep the captions simple, capturing the USPs of the products shown.

Another approach to this is mixing different creators in a single video. This is often seen in the fashion category, showcasing different people talking about the same product and their USP.

Such mixed campaigns have proven to perform steadily with the CTR being in the top 1% out of the category videos.

For optimal app demonstrations, split screen style tends to perform the best bringing the conversion rates to top 5%. Using a green screen, you can balance creator presence with key app visuals. This way, you get a dynamic ad that that switches between full app recording and creator talking about the main USPs.

4. Make It Lol-Worthy

Funny sells, even when it comes to baby products. The remain rates of funny UGC ads keep steady in the top 5%. Whether it’s unexpected music, like rock or rap, or cheeky CTAs, anything that gets a smile is a win. Making your content fun keeps the viewer engaged and watching.

Try voice filters, meme-like editing, or funny motion graphics to keep things light and clickable.

5. Put The Aesthetic First

Finding a key aesthetic for your videos and nailing it consistently can be vital. For instance, for baby product ads, keeping things light, bright, and airy, such as with daily life shots, while the audio focuses on USPs, can ensure you hit the right emotional note.

Beauty videos, on the other hand, tend to benefit best from minimalist videos and high-quality shots, using natural lighting (especially in the golden hour), neutral backgrounds, and centered shots. Such aesthetic is usually assumed with expensive and quality products, making your brand seem of quality and increasing the CTR.

Whatever the case, you should avoid CTAs; let the products and the aesthetic speak for themselves.

5. Show How It’s Really Used

If you want people to get behind the story of how a product can really help them, then showing how it’s used is vital. Looking at the research, such videos tend to perform in the top 1% with CTR.

There are a few different formats this can follow, the first being voiceless product demonstrations, like those that are popular in fashion. Fitting music tracks, product close-ups, and action shots from different angles helps people get a better idea of what the product really looks like in daily use.

For in-store videos, you want to hit people with the variety you have on display, showing off products fast, and letting the captions tell the story.

Other consumer goods benefit best from keeping it simple. No need for VO, just short videos showing the product doing its job, keeping the visuals low-key and realistic to make it feel more authentic. Such videos tend to convert in the top 10%.

You want people to believe that the product works as shown, rather than to oversell it.

7. Testimonials Are King

Authenticity is huge on TikTok, so getting authentic testimonials in the form of user-generated content is vital.

For instance, for baby product demos, getting parents (especially pregnant women or young mothers) to talk about products in a longer format, like they’re talking to a friend, with minimal editing, creates a more casual yet meaningful connection. Such demonstrations tend to easily keep the attention of the audience, most of them landing in the top 4% for remain rate.

For other products, like health and wellness, you want to build multi-layer social proof, showing just how many people use and believe in the product.

This includes highlighting celebrity use cases, mashups of multiple real users, and multiple before/after demonstrations (especially from awkward angles) to make it feel more authentic and believable. Providing the top 10% CTR results in the category.

8. Pets Are The New Influencers

Few things soften up the heart like a cute animal. Telling stories directly from the POV of the pets (perhaps with human VO) is ripe for humor as well as sympathy. The right balance of cuteness, charm, and a more empathetic reaction to pet pain points can elicit potent emotional responses.

A great format to raise your click count to the top 10%, is taking a video trend that typically features humans, and translating it to make the pets the star, as well. Think of trends like “we listen and we don’t judge” and “my biggest toxic traits”, but a pet edition.

9. Think About the Audio

TikTok is an audio format, not just a visual one. ASMR is getting more popular, especially with food products.

To make your ads convert in the top3%, intimacy and a slow pace are vital. Think static shots, close-ups, and slow panning, as well as gentle movements when eating, biting, cutting, or doing anything else. Let the food be the star of the show.

Another way to go is syncing your video and clips with music. Food videos with the highest click counts offer immersive POV shots, switching to pans and zoom-ins with the music that highlights its visual deliciousness.

The consumer good demonstrations with the top 2% remain rates, keep videos voiceless and use cuts to the music to showcase the features from different viewpoints.

10. Use Comments As The Headline

Using comments in the video creates a sense that you’re directly engaging with viewers, making the viewer feel more involved and raising CTR to the top 1%. The comment should be the headline, while the video itself answers the question, shows relevant features, and directly addresses the audience’s needs.

For tutorial videos, using the comments to frame the tutorial helps you keep it more conversational and casual, which builds a sense of trust. Don’t use a CTA, as that can suddenly make it feel much more like an ad. This approach dominates in the health and wellness field, too.

11. Before And Afters

Before and after type of videos are especially effective in skincare and haircare products raising the CTR to the top 1%. They show viewers the benefits of investing time and money into products in a clear and concise manner. Such an approach naturally creates a compelling story, hooking them with curiosity and delivering your USP with the final reveal.

Some ways to use this tactic:

• As a hook -to keep viewers interested
• Show it throughout the video in a layout – so viewers can really see the effects
• As a final reveal – for more impact

12. Authority-Based Debunking

Getting an expert authority to challenge popular beliefs can raise your CTR to the top 3%. Such videos hit two interest points, giving credibility to your message while also allying yourself with your viewers in speaking up against a prevailing narrative. 

To make such videos effective, you will likely have to go against a popular trend and give a scientifically based opposing narrative. Promoting facts over fads.

How Can Billo Help With TikTok Video Marketing?

If you want to make sure that you’re navigating the ever-changing world of video marketing trends with the precision and snappiness that can make you a truly relevant brand, then it’s important to keep up. Billo can be a game-changer in helping you stay current with content formats, editing styles, and changing audience preferences.

Our platform connects brands with vetted creators who produce high-quality videos specifically designed for platforms, including TikTok, allowing you to tap into the full potential of TikTok video marketing. Here are some of the benefits of using Billo:

1. Access To Trend-Savvy Creators

We can help you connect to creators whose passion is creating videos specifically designed to be a hit on TikTok. Bringing not just an understanding of which trends are hot right now, but real creativity, authenticity, and focus, they can match the trends to the brand, whether it’s using humor, aesthetic visuals, ASMR, or product mashups.

2. Flexible Content Formats To Fit Every Trend

Your brand could benefit from a range of different creative formats, from quick 7-second snackable clips to longer-form authentic testimonials. You can request videos in a range of different formats to build a more robust and wide-reaching TikTok marketing campaign

3. No In-House Team Required

You don’t have to put all of your resources into hiring creative teams, filming videos, editing content, and keeping up with the data on which trends are working best on TikTok. Billo makes it simple; all you have to do is select a content type, submit a brief, and then choose the creator that best fits your needs.

With the ability to customize video aesthetics to match your brand, real testimonials to boost your authenticity, and a process that’s easy to scale, Billo is your backstage pass to stay competitive in the TikTok marketing arena.

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