Staying Ahead of the Latest TikTok Updates and Trends
Updated: March 2025
Like all social media platforms, TikTok is constantly evolving and introducing new features to stay ahead of the competition. As brands and creators, it’s important that we stay informed about the latest platform updates so they can be reflected in our content strategies and execution. Here’s a breakdown of TikTok’s current trends and updates you need to know.
TikTok’s Explore Page: The Rise of Image Posts
TikTok has recently introduced an Explore page that bears a striking resemblance to Pinterest. This new feature prioritises picture posts and carousels, meaning that creators have a fresh opportunity to gain visibility by leveraging still images. If you want to maximise your chances of landing on the Explore page, you may want to consider incorporating high-quality picture posts and carousels into your content strategy.
TikTok has also released some guidance on how to craft engaging photo posts. As explained by TikTok, “TikTok’s photo posting feature allows you to connect with your community by sharing static images which viewers can swipe through at their own pace. As a publisher or brand, you have access to high-quality visuals that can captivate your followers, and this content format is the perfect way to showcase your brand images.”
TikTok also offered a range of “insider tips” to enhance engagement, including:
Make sure to use a strong, descriptive title to grab people’s attention.
Try to tell a story with your images, using on-screen text and audio to encourage viewers to swipe through.
Include a direct call to action to drive viewer engagement and response.
Write detailed captions with relevant keywords to help TikTok categorise your content and improve search visibility. With up to 4,000 characters available per post, you can provide storytelling, tips, reviews, and in-depth insights to connect with your audience.
High-Quality Content: Is TikTok Moving Beyond ‘Scrappy’?
For years, TikTok has been known for its ‘scrappy’ content style. However, there are signs that the platform is making a shift towards high-production content, possibly in an attempt to attract YouTube’s audience.
When TikTok updated its Creator Rewards Program in March 2024 to only allow videos longer than one minute to be eligible for monetisation, this signalled a clear push toward long-form content. This has now been taken a step further, with TikTok introducing an "Additional Reward," offering extra payouts for “well-crafted” videos.
But what does "well-crafted" actually mean? According to TikTok, it includes:
Scripting key points in advance.
Using a mix of camera angles and illustrations.
Using professional equipment for optimal lighting, sound, and image quality.
So why is TikTok moving in this direction? The answer lies in both content quality control and revenue. A platform filled with low-effort, clickbait-style videos isn’t always attractive to advertisers, and TikTok has previously faced criticism for spreading fake news and promoting clickbaity videos. By incentivising creators to produce high-quality, long-form content, TikTok can keep users more engaged and spending more time in-app, sell more ads, and maintain its credibility as a social media platform.
Ultimately, TikTok's "well-crafted" criteria suggest that the platform is moving away from its reputation as a home for quick, casual videos. However we will be watching closely to see how TikTok’s audience reacts to this shift and whether it’s here to stay.
Employee-Generated Content: The Next Big Marketing Trend
A new trend is emerging on TikTok: employee-generated content (EGC). While user-generated content (UGC) has long been a staple of social media marketing, EGC is quickly gaining traction as a more authentic and engaging way to showcase brands.
Why? Employees are the heart of most brands. By sharing their perspectives, experiences, and personalities, they humanise a brand in a way that influencer marketing simply cannot match. EGC provides authenticity at scale, helping brands to build trust and showcase their internal culture without relying on paid influencers.
There are clear distinctions between UGC and EGC:
UGC is primarily focused on social proof and sales, leveraging customer testimonials and reviews.
EGC enhances brand perception, reinforcing core values and establishing deeper emotional connections with audiences.
Unlike influencer-driven marketing, EGC is often more cost-effective, with brands tapping into their own employees for content creation rather than paying external creators. Some equestrian brands have already embraced this strategy, including LeMieux, Aztec Diamond, and Saracen Horse Feeds.
The January Ban: What It Means for TikTok’s Future
We can’t discuss TikTok without mentioning the ban in the U.S. in January. After months of legal challenges and cybersecurity investigations, the TikTok ban was upheld - but only for about 20 hours!
The uncertainty surrounding TikTok has prompted competitors to explore new opportunities. Reports suggest that Instagram is considering launching a standalone Reels app, possibly capitalising on TikTok’s still uncertain future in the United States.
While the legal and political landscape remains unknown, it seems likely that TikTok will continue to operate in the U.S. and that users won’t have to find an alternative solution. However, brands and creators should remain vigilant and be prepared to adapt in case further regulatory actions threaten the platform's stability.
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