TikTok has broken the worldwide notion that it is for short-form and mere entertainment video platform.
It's evolving rapidly and businesses need to adapt to the change. They need to learn and embrace new ways to reach and engage with audiences. Many key updates like enhanced direct messaging (DM), longer videos, and TikTok Shop have transformed the entire dimension of the application. TikTok content creators and marketers must adapt to this versatility soon to get the most out of it.
Longer videos mean more in-depth content, creators can now provide educational, entertaining or informative videos that can hold viewers' attention for longer. Enhanced DMs mean better interaction between businesses and potential customers, a seamless experience for customer inquiries, support and direct engagement. TikTok Shop has been a game changer for e-commerce, users can buy products directly from the app, and the customer journey from discovery to purchase is much smoother. TikTok’s data collection plays a big role in personalising content through its recommendation engine, so users see content that’s most relevant to them.
To make the most of these new features marketers need to stay up to date and adapt. The opportunity to engage with audiences in new ways means more opportunities to monetise and build a community.
Long Form Content on TikTok
TikTok is forcing creators to produce long-form content. Known for short punchy videos, the platform now allows videos up to 30 minutes long. This means more storytelling and deeper engagement with audiences, more complex messages, tutorials or brand stories.
Longer videos can be more lucrative for monetisation as you can place more ads or sponsored content. They also encourage longer watch times which tells the algorithm to promote that content more. But to make long-form content successful creators need to treat these videos like mini productions. Frequent visual changes, dynamic transitions, engaging storytelling and varied pacing is key to keeping the viewer interested throughout the whole video.
TikTok’s Global Reach and Popularity
1 billion+ monthly active users worldwide, TikTok is still the giant in the social media landscape. The growth has been driven by its appeal to younger audiences, Gen Z and millennials who love the entertaining and authentic content style.
If you want to target a younger audience TikTok is the social app that offers unique opportunities to engage with users through short form video content, creative ads and influencer collaborations. The algorithm rewards highly engaging content so brands can get viral reach at a lower cost compared to other social media platforms.
TikTok has high engagement rates compared to other social platforms so it’s perfect for marketers to increase brand awareness and build a loyal customer base.
Chinese National Security Laws and TikTok
Chinese national security laws requires companies to assist the government in intelligence gathering which has raised big concerns on data security. National security has been one of the reasons why TikTok is under scrutiny in the US especially since its parent company ByteDance is based in China.
American lawmakers, law enforcement and intelligence officials have expressed concerns that TikTok may share user data with the Chinese government which will compromise user privacy. These data privacy concerns has led to discussions and debates on the future of the platform in different countries, many governments are taking steps to address the security risks.
TikTok’s Uncertain Future
In the US a bill to ban TikTok has been passed in both houses of Congress and signed by President Joe Biden. The bill will require Apple and Google to remove TikTok from their app stores and service providers from making the app available through web browsers in the US.
The bill also requires ByteDance to sell TikTok to a non-Chinese entity within 6 months or the app will be banned from US app stores and websites. This uncertainty is a challenge for content creators and businesses that are heavily relying on TikTok for marketing and audience engagement.
What will happen if TikTok is Banned?
A TikTok ban in the US will have big impact to both users and businesses. The platform has around 7 million businesses that use TikTok to market their products and services so it’s a big part of their digital strategy.
If TikTok leaves the US market millions of content creators will lose their main audience and will suffer a big income drop. Many creators have invested years to build their TikTok following and the loss will be catastrophic if they are not prepared to move to other platforms.
For businesses, it means losing a channel to reach a younger audience. Companies will need to pivot fast and explore other platforms like Instagram Reels, YouTube Shorts or emerging social apps to maintain their digital presence and engagement with consumers. The key takeaways for marketers is to diversify their content strategy and be ready to adapt to big changes in the social media landscape.
Using TikTok for Marketing
TikTok is still a marketing powerhouse with continuous updates and new opportunities to grow. Video marketing strategist Keenya Kelly says to understand TikTok’s latest feature and use it effectively. Brands that get ahead of the curve by using new tools like TikTok Shop, enhanced DMs and live streaming will see the best results.
To use TikTok effectively marketers need to have a TikTok strategy that includes creating short and entertaining videos, collaborating with influencers or using live streams to connect with followers in real-time. The key is to be current and innovative.
TikTok Marketing ROI
TikTok app gives big ROI to marketers. Studies show that 24% of marketers consider TikTok as the highest ROI among all social platforms. More than half of marketers (50.1%) consider TikTok as the most profitable platform for influencer marketing using short-form video content.
The platform’s high engagement rate makes it perfect for influencer campaigns. Nano and micro-influencers (1,000 to 10,000 followers) have higher engagement rates because they are close to their audience. They are a valuable asset for brands that want to reach niche audiences with authentic and trusted content.
Using Live Streaming on TikTok
Live streaming is a foundation of TikTok’s content ecosystem, a way for brands to engage with audiences in real-time. TikTok algorithm prioritizes live streaming by pushing it to users’ For You page, increasing visibility and reach.
Brands can use live streaming to create authentic connections with their audience. During live sessions, businesses can showcase products, answer questions and even host live shopping events. Encourage viewers to engage like tapping the like button frequently to increase the stream visibility and keep the content lively and interactive.
TikTok Shop: A Game Changer for eCommerce
TikTok Shop has changed the way businesses sell on the platform. By allowing users to buy directly within the app, TikTok has simplified the customer journey from discovery to purchase. This integration has made TikTok a powerful platform for eCommerce, especially for brands that want to reach younger and tech-savvy consumers.
Live shopping events are most effective on TikTok. It’s a fun and interactive way for brands to showcase products in real time, answer questions from potential customers and drive sales. This combination of entertainment and shopping is redefining how consumers interact with brands online.
Who are TikTok Users
TikTok users are a unique and diverse group with various interests, ages and demographics. According to recent statistics, TikTok has over 1 billion active users worldwide, 55.6% are male and 44.4% are female. The platform is most popular among the younger generation, 36.2% of users are 18-24 years old.
In Canada, TikTok users see the platform as a space to express themselves and be themselves. They value authenticity and participatory content and will engage with brands that create content that aligns with these values. Understanding these user behavior and preferences is key for marketers to succeed on the platform.
Other Platforms for Creators
While TikTok is a popular platform for creators, it’s not the only option. Other social media platforms like YouTube Shorts and Instagram Reels offer similar features and opportunities for creators to showcase their content. YouTube Shorts has over 2 billion global users while Instagram Reels has similar number of users per month.
Creators can also use other platforms like Twitch or Facebook Gaming for live streaming and community building. These platforms offer unique features and opportunities for creators to connect with their audience and build their brand.
Besides these platforms, creators can also use TikTok’s own features like TikTok Shop to sell products and merchandise to their fans. This feature allows creators to monetize their content and build a more sustainable business.
Overall, while TikTok is a popular platform for creators, it’s not the only option. By using other platforms and features, creators can expand their reach and build a more sustainable business.
Stay Ahead
TikTok is always changing and marketers need to stay ahead of the curve, including staying up to date with TikTok trends. Besides video, TikTok is now prioritizing image content. Users can create photo carousels up to 10 images so more content types.
TikTok is also testing new features like TikTok Notes, an image-based platform currently being tested in Canada and TikTok Series which could be a platform to sell digital products and courses. By staying informed and experimenting with these new tools, marketers can make the most out of TikTok’s feature set.
Tips for TikTok Users
For creators and brands looking to diversify, having an audience on multiple platforms is key. Relying solely on TikTok is too risky, especially with the uncertainty of the platform in certain markets.
To be prepared for disruptions, creators should start making short-form videos on other platforms like Instagram Reels and YouTube Shorts. Inform followers about plans to be more active elsewhere and give them reasons to stay engaged. Building a repeatable income starts with sharing value across multiple platforms so a sustainable and resilient digital presence.
Summary
While TikTok’s future is uncertain due to regulatory issues, marketers and creators can prepare for the change. Despite the uncertainty, TikTok is still a great space for marketing with opportunities for video, live streaming, influencer partnerships and e-commerce.
To succeed on TikTok, marketers need to stay up to date with the platform’s new features and trends. With its various content formats and highly engaged audience, TikTok still offers great opportunities for branded content, promotions and real audience interaction. By adapting and using new features well, marketers can make the most out of TikTok in 2025 and beyond.
