TikTok’s 2025 Advertising Map: Fast Consumption, Trends and Brand Diversity

On TikTok, branded content volume is shaped by a broader sectoral distribution and an experience-driven communication style. We’ve compiled the key TikTok dynamics revealed by Hyperiser 2025 data for you.

Sectoral Distribution: FMCG and .com Lead the Way

When examining branded content volume on TikTok, the platform’s “fast consumption” nature is clearly reflected in the data.

• FMCG (25%): The leading sector on the platform. Product trial and rapid distribution–focused content constitute the primary driver of this volume.

• .com (18%): Ranks second with performance-driven campaigns.

• Retail (11%) and Food & Beverage (6%): While more limited in scale, these sectors complete the ecosystem with a distinct niche presence.

The relatively low number of posts per influencer on TikTok demonstrates that brands prioritize short-term, trend-driven distribution through a broad pool of creators rather than long-term loyalty models.

Cosmetics & Beauty: The Dominant Brands on TikTok

While three major players (Trendyol, Hepsiburada, Trendyolmilla) account for 50% of the market on Instagram, they represent only 20% of collaboration-based content on TikTok. This clearly indicates that TikTok operates as a far more balanced and category-diversified platform.

Notably, cosmetics giants dominating the Top 10 rankings have effectively transformed the platform into a product discovery and trial hub.

Nyx, Maybelline, MAC, and Sephora stand out with their high influencer diversity. The success of these brands stems from placing TikTok’s discovery and trend-generation capabilities at the core of their sales strategies.

TikTok Strategy: Low Frequency, High Reach

The data explains why FMCG and .com brands prefer a low-frequency model (fewer posts per influencer) on the platform:

1. Product Experience: Instead of repeatedly promoting the product through a single voice, brands showcase the “experience” phase through dozens of different creators.
2. Trend Orientation: Rather than relying on a fixed campaign structure, brands quickly activate through the week’s trending sounds and formats.
3. Fast Consumption: Brands create a continuous content refresh cycle that feeds TikTok users’ constant appetite for what is new.

If your brand’s objective is awareness and product experience, TikTok’s multi-voice ecosystem can be a strategic advantage. If your focus is performance and loyalty, Instagram’s sustainable frequency model may better guide your strategy.

For more insights, do not forget to explore the Hyperiser 2025 Yearly Report.