We are living in an era of exponential digital transformation. Entertainment and media are embedded into nearly every corner of our daily lives. From Ubers with in-car digital ads to personalized content on our phones, everywhere we go, we are exposed to some form of digital influence. Now, even self-driving cars are hitting the roads. Amidst all this change, TikTok has evolved from a simple entertainment platform to a powerful business tool. Its impact on social media is undeniable, and its influence continues to grow. Who would have thought a 30-second video could convince someone to buy a new couch—or even drive an hour just to try Wingstop?
Launched in 2016 by the Chinese tech company ByteDance, TikTok has significantly altered various aspects of society.
Before TikTok’s rise, platforms like YouTube, radio, and television dominated the advertising and media landscapes. Since then, we’ve witnessed a massive shift toward short-form content. These quick, digestible videos cater perfectly to the modern attention span—which is shorter than ever. They’re easy to create, simple to access, and capable of reaching millions within minutes. Remember when infomercials would run for 30 minutes to an hour just to promote a single product? Today, that same impact can be achieved in under a minute.
This shift also ties into modern-day consumerism and the growing demand for low-cost, readily available products. E-commerce giants like Amazon, Shein, DoorDash, and streaming services like Netflix thrive on the promise of instant gratification. You can DoorDash a box of macaroni and cheese to your doorstep within minutes. This accessibility has fueled a culture of constant upgrades and a desire to always have the latest and greatest. Among Gen Z, this phenomenon is often driven by FOMO—the fear of missing out.
TikTok has brought a sense of comfort and confidence to consumers when making purchasing decisions. However, while it may seem like a golden ticket for brands, the platform also raises ethical concerns. The fast-paced nature of TikTok demands constant updates, high engagement, and concise messaging. Marketers are forced to rethink traditional strategies and shift toward authentic, straightforward promotion. There’s also an increasing emphasis on authenticity, which has made room for influencers like Alix Earle, Kelsey Anderson, Charli D’Amelio, Addison Rae, and Quenlin Blackwell to tell brand stories in a relatable way.
What to Be Aware of Before Jumping In
While TikTok may appear to be an easy way to build a platform for your brand, there’s much more to consider. Factors such as understanding your target audience, creating personalized and organic content, analyzing competitors, leveraging immersive advertising, and recognizing TikTok’s global reach are all essential.
To truly make an impact, brands must invest in extensive research. Today’s audience—especially Gen Z—has grown up in a world oversaturated with ads and tends to be skeptical of traditional advertising methods. They’re more likely to reject conventional ads and avoid platforms that bombard them with promotional content. Instead, they gravitate toward brands that understand their values, interests, and online behavior.
This creates a challenge for marketers: how do you find a balance between promoting your product and staying genuine? Despite the pressure, launching your brand on TikTok can be highly rewarding. If done successfully, the growth potential is endless. TikTok is not just a trend; it’s a revolutionary and transformative force in advertising.
So, what do you think—does this form of advertising represent the future?
EN 
ES