Is TikTok Still Changing the Advertising Landscape in 2025?
Revised June 2025
When we first wrote about TikTok back in 2022, it was exploding in popularity and marketers everywhere were asking whether it was a passing fad or a permanent shift. Fast forward to today, and it’s clear: TikTok hasn’t just changed the advertising landscape, it is the landscape, especially for younger consumers.
Why TikTok Still Matters in 2025
Let’s start with the stats:
- 1.8 billion+ monthly users globally as of early 2025
- Average user spends 95 minutes per day on the app
- 65% of Gen Z and 39% of Millennials say TikTok influences their purchasing decisions
(Source: Statista, 2025 Global Social Trends Report)
What Makes TikTok Different?
Traditional marketing has relied on polished, highly produced content. TikTok flipped that model and consumers loved it. The platform rewards:
- Authenticity over polish
- Trends and challenges over static posts
- Fast engagement and rapid iteration
- Creator-driven content that feels “real,” not rehearsed
And now? It’s not just Gen Z using TikTok, you’ll find brands from tractor suppliers to skincare lines crafting native content that drives serious ROI.
What Works for Brands?
You don’t have to go viral overnight. But you do need to:
- Speak the platform’s language (lo-fi, fast-moving, fun)
- Partner with the right creators or micro-influencers
- Test fast and adapt content in real-time
- Track not just impressions but actual engagement and sentiment
Not sure what metrics to monitor? Check out our recent blog on Audience Engagement Optimization (AEO)
TikTok Beyond Dance Videos: B2B, Local, and Non-Traditional Use Cases
More and more businesses are thinking creatively about how to use TikTok beyond consumer product demos. We’ve seen:
- B2B manufacturers showing behind-the-scenes production footage
- Restaurants showcasing recipes or viral menu hacks
- Political candidates posting explainers and updates directly to voters (yes, we’ve helped with this, and the candidate won!)
Short-form video is no longer optional. It’s how your audience prefers to engage and they expect you to meet them there.
Final Thought (and Shameless Plug)
TikTok isn’t just changing the advertising landscape, it’s evolving how all platforms engage users. If you’re unsure how to build a short-form video presence or test influencer partnerships, we can help.
From storyboarding to studio-style video production, we’re helping brands think smarter and move faster in this new content-first world.
Let’s create something worth watching.
