Marketing Trends to Watch: Week of December 15, 2025
As 2025 nears its end, marketers are navigating a landscape shaped by viral content formats, new regulatory rules, and the evolving relationship between AI and creativity. From TikTok-fueled DIY trends to the rising demand for storytelling skills in the workplace, this week’s headlines offer clear clues for where digital, content, and brand strategy must go next. If you’re planning your 2026 roadmap — this week’s trends are your cheat sheet.
What You'll Learn from This Week’s Trends:
Authenticity beats ads: Gen Z and Millennials are embracing DIY holiday content — a signal to prioritize relatable, user-generated, and hands-on social formats over polished ads.
Storytelling is now a skillset in demand: Brands are hiring “storytellers” — not just writers — to build deeper, narrative-first brand experiences.
AI in marketing is hitting a regulatory ceiling: With South Korea mandating AI-ad disclosures, global marketers must prepare for ethical content labeling and increased transparency.
TikTok Shop isn’t just Gen Z hype — it’s a commerce engine: Major retailers are investing in shoppable short-form video, and holiday sales data is proving its value.
AI’s cultural relevance continues to rise: TIME naming AI architects as Person of the Year reinforces that AI is not just a tool, but a cultural force impacting consumer behavior and creativity.
Let’s dig in!
Gen Z DIY Content Is Going Viral on TikTok
Source: Gen Z & Millennial DIY Holiday Décor Craze Fueling Social Sharing (New York Post)
Summary: A new viral trend shows Gen Z and Millennials sharing creative DIY holiday content on TikTok — from handmade ornaments to paper stars — emphasizing creativity, sustainability, and community engagement over consumerism. The trend’s popularity highlights the power of authentic, participatory content formats to drive engagement and shareability. New York Post
🔑 Key Takeaways:
Leverage user‑generated, participatory challenges tied to real cultural moments.
Create DIY or community‑centric content campaigns rather than only product ads.
Short‑form video tutorials and creator collaborations can amplify reach.
“Storytellers” Are In Demand — Marketers With Narrative Skills
Source: WSJ: Companies Are Hiring Storytellers to Strengthen Authentic Engagement
Summary: Brands are increasingly adding dedicated “storyteller” roles — professionals focused on authentic narratives across blogs, podcasts, case studies, and branded content. This shift reflects the need for meaningful, human‑driven content in an AI‑saturated media space.
🔑 Key Takeaways:
Prioritize narrative‑first content creation over templated or generic AI outputs.
Invest in long‑form content (case studies, brand stories) to build trust.
Retool job descriptions and team structures to support narrative strategy.
Regulatory Shift: South Korea to Require AI‑Generated Ad Labels
Source: AP News: South Korea Mandates Disclosure for AI Ads Starting 2026
Summary: South Korea will require all AI‑generated ads to be clearly labeled to protect consumers from deceptive or deep‑fake content. This regulatory change signals a broader global trend toward AI transparency and ethical standards in ad content.
🔑 Key Takeaways:
Audit your AI‑generated creative workflows for compliance and transparency.
Consider labeling standards or disclosures proactively to build consumer trust.
Monitor global AI‑ad legislation — early adaptation can be competitive.
TikTok Shop’s Holiday Sales Surge & Social Commerce Maturation
Source: TikTok Shop Growth and Retail Adoption (The Times)
Summary: TikTok Shop is showing clear maturation as a commerce channel, with major brands like Marks & Spencer and Sainsbury’s using it for holiday retail sales, live selling, and high‑engagement product content. The platform is now driving real retail outcomes, not just awareness.
🔑 Key Takeaways:
Treat TikTok Shop and live selling as a measurable conversion channel.
Create product‑centric short‑form videos that link directly to purchase.
Explore creator‑led shop activations and hashtag buy triggers.
AI Continues Its Cultural Impact — TIME Names AI Architects Person of the Year
Source: TIME’s 2025 Person of the Year: The Architects of AI
Summary: TIME Magazine named the architects of AI as their 2025 Person of the Year, underscoring just how deeply AI is reshaping industries, creativity, and communication. This recognition reflects AI’s cultural influence — and its central role in marketing strategy, tools, and investment.
🔑 Key Takeaways:
Use AI as an augmentation tool, not just a novelty.
Emphasize human‑AI collaboration in content and campaign workflows.
Assess how AI impacts brand positioning and creativity authenticity.
🙋♀️ Frequently Asked Questions (FAQ)
Q: Should we jump on every TikTok viral trend we see?
A: Not all trends align with your brand — choose those that match your audience behavior and values and that can be authentically integrated into your content strategy.
Q: Do we need to label AI‑generated ads globally now?
A: South Korea’s rule starts in 2026 and signals broader regulation. Even if not required in your market yet, proactive transparency builds trust.
Q: Are “storyteller” roles just content writers with rebranded titles?
A: No — the emphasis is on strategic narrative leadership, not just writing. These roles shape long‑term brand voice, value messaging, and audience resonance.
Q: Is TikTok Shop only for e‑commerce brands?
A: It’s strongest for commerce but can also drive brand engagement via product discovery and creator collaborations, even for service or lifestyle categories.
Q: With AI everywhere, how do we fight fatigue?
A: Balance AI efficiency with human creativity and value — use AI to scale, not replace, meaningful engagement.
B2The7 Final
As we move toward 2026, the landscape remains dominated by AI integration, authenticity, and platform evolution. User‑driven content (like DIY trends), narrative‑based roles, regulatory shifts, social commerce, and AI’s cultural ascendancy are shaping strategy and execution alike.
To stay ahead:
Use short‑form and participatory content where audiences already gather.
Invest in authentic storytelling that transcends AI noise.
Prepare for evolving AI transparency standards.
Scale social commerce with measurable outcomes.
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