Every year, TikTok drops its official trend report, and the 2025 edition is a goldmine for businesses that want to grow fast, go viral, and connect with Gen Z and millennial audiences.
But this time, the themes are deeper than dance trends or catchy audio. We’re talking about “Brand Chemistry,” “Identity Osmosis,” and “Creative Catalysts.” Sounds complex? Don’t worry—I’ll break it down in plain language, with real-world applications for Malaysian marketers.
If your brand wants to stay relevant on TikTok this year, keep reading.
1. What is “Brand Chemistry”?
TikTok defines this as the emotional bond between a brand and its audience. In other words:
“Why should I care about your product?”
“Do I see myself in your story?”
On TikTok, brands that feel relatable, funny, raw, or inspiring build stronger chemistry than those that just hard-sell.
What Builds Brand Chemistry:
✅ Consistent tone of voice (fun, sarcastic, chill, helpful)
✅ Showing the humans behind the brand
✅ Owning your niche identity (not trying to please everyone)
✅ Engaging in comments with heart, not scripts
💡 Local tip: A nasi lemak stall with TikTok banter builds better “brand chemistry” than a polished corporate chain with no personality.
2. Identity Osmosis: People Buy Into the Brand Before the Product
TikTok users don’t just buy what you sell—they buy who you are.
“Identity Osmosis” is about your content becoming part of your audience’s lifestyle or self-image.
Example:
- A gym brand that shows real clients’ stories and struggles → becomes part of the self-improvement identity
- A makeup brand sharing makeup tips for humid Malaysian weather → becomes part of the daily beauty routine
You Can Build This By:
✅ Sharing POV-style content (“Here’s how I manage eczema in Malaysia”)
✅ Embedding yourself in cultural moments (Ramadan, Raya prep, “back to school”)
✅ Talking like your audience, not at them
💡 In Malaysia, brands that speak Manglish, mix Malay/English/Chinese, and understand local humor win faster.
3. Creative Catalysts: Spark Reactions, Not Just Views
TikTok isn’t just about watching—it’s about participation. The most viral content invites action—replies, stitches, duets, recreations.
“Creative Catalysts” are pieces of content that act as a launchpad for community creation.
You’ve Seen These Before:
- “Use this sound to share your own version of…”
- “Day 1 of using our acne serum” → followers start their own 30-day series
- “POV: You just started your first job in KL” → people stitch with their own experiences
How to Spark Reactions:
✅ End your videos with a challenge, question, or call to remix
✅ Share relatable stories your audience wants to respond to
✅ Use trending formats but insert your brand POV
💡 One KL tuition centre asked students to duet “how you study for UPSR” → it became a mini community trend.
4. Top Content Formats That Match These Trends
Based on 2025 user behavior, here are formats aligned with TikTok’s 3 core themes:
| Format | Matches With | Tips |
| Day-in-the-life vlog | Brand Chemistry | Show the routine of your founder or team |
| Behind-the-scenes | Identity Osmosis | Show how your product is made/packed locally |
| Transformation videos | Creative Catalysts | Before-after with voiceover or trending sound |
| First-person “POV” | All three | “POV: You’re starting your skincare journey” |
| Storytime confession | Brand Chemistry | Be funny, be dramatic, be human |
5. Keywords + Hashtags That Are Trending Now
If you want to ride the wave, start inserting these into your TikTok content.
Trending Malaysian Hashtags:
- #MalaysianTikTok
- #JanganSeriousSangat
- #TikTokKecilKecilCiliPadi
- #SmallBizMY
- #MakanLokal
- #StudyWithMeMalaysia
- #SkincareMY
Trending Keywords:
- “relatable”
- “my routine”
- “life in Malaysia”
- “what I wish I knew before…”
- “try not to cry…”
💡 Sprinkle these naturally into captions and spoken text.
6. Don’t Forget TikTok SEO
TikTok is now a search engine. Malaysian users are typing things like:
- “best skincare for humid weather”
- “cheap food Subang”
- “study tips SPM”
Optimize By:
✅ Speaking your keyword in the video (AI captions pick it up)
✅ Adding it to your caption
✅ Using it in the title overlay (text on screen)
💡 TikTok SEO is underused in Malaysia—this is your chance to win with content that answers real local questions.
Conclusion
TikTok’s 2025 trend report isn’t just for big brands—it’s for every business that wants to build real community and convert engagement into income.
If you’re willing to be real, stay consistent, and speak your audience’s language—you’ll gain not just followers, but fans.
Ready to apply these trends to grow your business on TikTok?
Join my TikTok strategy workshop and learn how to create content that’s native, viral, and uniquely Malaysian.
