The TikTok Effect: How Summer Trends Are Shaping Marketing in 2025
At this point, it feels like TikTok doesn’t just set the trends. It is the trend.
Real vs Refined.
Instagram, LinkedIn, Facebook. They’re all part of the mix. But for marketers, TikTok has become the true playground. It’s the one platform where silly, offbeat, and totally human content is not just allowed, it’s celebrated.
TikTok gives brands permission to be a little messier and a lot more real. Think about Duolingo’s chaotic owl showing up in random places, or creators romanticizing everyday things like grabbing a coffee or working outside in the sun. These small, relatable moments work because they reflect how life and work actually feel.
At Bootstrap, we’ve noticed that content showing the real side of our team and day-to-day work tends to resonate most. Whether it’s a casual clip from our office or a spontaneous idea that makes us laugh, the posts that feel the most natural often get the best engagement. When people connect with your content, they’re more likely to follow, trust, and stick around. And trust builds reliability.
Music Strategy is Getting Weirder (and Better)
Even though trending audios still hit, we’re seeing more and more brands branch out and get creative with sound. Some are using songs like Charli XCX’s Party 4 U to set a dreamy, hyper-specific vibe. Others are pulling from early 2000s nostalgia to trigger that instant emotional connection. AI-generated voiceovers have also taken off… and honestly, they’re some of our favorite videos to watch.
They tell a story in the weirdest, most charming way. AI voices take everyday, often boring moments and make them feel dramatic or ironic. The robotic delivery paired with personal, detailed narration, adds humor and personality to simple tasks. It slows you down and keeps you watching.
Take Poppi, for example. They used an AI voiceover to narrate a chaotic office fridge cleanout, set to a dramatic classical track. It was absurd, specific, and somehow totally relatable. Whether it’s a bird flying into your window, a coffee spill in the middle of your morning rush, or that moment you spot your favorite coworker walking in, the right audio makes the moment land.
On TikTok, sound isn’t just about setting a mood. It drives performance. It’s not just a vibe, it’s a strategy.
Micro-Moments Are Running the Show
Some of the biggest wins on TikTok this summer didn’t come from planned campaigns or polished productions. They came from off-the-cuff moments. A quick team lunch recap. An intern answering a comment. A product mishap turned into a meme.
TikTok moves fast, and it rewards brands that can keep up. That means being okay with content that feels spontaneous, and letting your team jump on ideas without three layers of approval. The algorithm doesn’t wait, and neither does your audience. If it’s funny, real, or even just mildly relatable, people will watch. And if they watch, you’ve already won.
Small Creators, Big Impact
Another shift we’re loving? Brands are finally embracing smaller, niche creators. These are the people with 2,000 followers who feel more like a friend than a personality. Their videos aren’t high production, but their communities are loyal, and that trust often translates.
Instead of focusing only on reach, we’re seeing a bigger focus on relevance. If someone can speak to a micro-community in a way that feels personal and authentic, the results often outperform big-name influencer partnerships. Because TikTok isn’t about who’s the loudest. It’s about who gets it.
So, What Does This Mean for Marketers?
TikTok isn’t just changing what’s trending. It’s changing the way brands think about marketing. This summer proved that showing up consistently, creatively, and without overthinking it is what drives results.
At Bootstrap, we’re leaning into the fun, the weird, and the stuff that feels more like a conversation than a campaign. Whether it’s a post about our favorite songs, a clip of Geoff reacting to a client’s hot sauce, or an intern walking through their day, we’re finding that real beats perfection every time.
In the end, TikTok doesn’t just reward brands that talk. It rewards brands that listen, play, and aren’t afraid to get a little messy along the way.
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