TikTok began as a video-sharing platform; however, throughout 2024, the platform has experienced significant changes in how it operates.
Curious about what’s next?
Keep reading to learn about some of the most significant changes in 2024 and how they are set to impact trends in 2025 to help you stay ahead of the competition and create impactful campaigns!
Long-form video content
Throughout 2024, long-form video content has grown in popularity, causing a shift in the TikTok algorithm to favour long-form over short-form.
It is common to see long-form video content across a user’s For You Page (FYP), and videos of up to 30 minutes can be shared.
Due to this shift in preferences, the platform is more effective at enhancing user engagement, enabling creators and brands to create detailed videos that resonate more effectively with their audiences.
Including long-form video content in your marketing strategies can provide numerous benefits, including enhanced customer awareness and education.
eCommerce Integration
TikTok has recently introduced an eCommerce model through their shop. Users can purchase items directly from the app.
This development has meant that there has been a surge of live-streamed shopping events, where brands show their products in real-time to encourage immediate engagement with users.
Personalisation
TikTok’s algorithm has also developed to deliver highly personalised content and user experiences.
The algorithm focuses on understanding user preferences that tailor users’ For You Pages to provide them with content relevant to their scrolling habits.
This advancement allows brands to target niche audiences with tailored content, enhancing engagement.
Conversion rates also increase due to this development as content is shown to the correct and relevant audiences, who are more likely to perceive your content as valuable.
Influencer Partnerships
Brands increasingly use influencer partnerships and collaborations across TikTok to effectively communicate brand messaging with the target audience.
However, to ensure effective communication, partnering with the right influencer is key to success.
Influencers must align with the core brand values to ensure that this strategy enhances authenticity and trust with the audience, leading to beneficial outcomes.
What’s to come in 2025
Here are some things you should prepare for in 2025:
- More AI integration
AI is constantly changing the way brands operate, and TikTok expects to see further developments allowing for highly personalised user experiences by analysing user behaviour in a more advanced way.
- Improved eCommerce features
Look out for more seamless shopping experiences directly within the app, allowing us as marketers to drive direct sales and leverage brand loyalty by converting followers into customers with little friction.
- Longer videos
Longer videos enable you to build strong connections with your audience by providing extended video content focused on education and product showcases to enhance brand awareness.
- Focus on sustainability
Sustainability is becoming a looked-for value for many consumers, and TikTok is likely to encourage this trend. By aligning your brand with sustainable practices and supporting campaigns that showcase your commitment, you can expand your reach to socially conscious audiences.
- Algorithm refinements
Expect to see refinements in TikTok’s algorithm to focus on enhanced personalisation and a greater emphasis on long-form video content.
We recommend adopting updates and improvements to the social media platforms into your social media marketing strategy.
Still, you should always consider if this is right for your brand and test to see if new features will improve engagement from your audience.
By utilising the platform tools available, you and your business can maximise market reach and effectively communicate with your audience.
Do you want to improve your social media marketing strategy but aren’t sure how to do so? Contact us today to learn how we can help you grow your business!
