By Diane Markovski, founder of Lit Agency
The discover loop where people don’t just watch content they move through it again and again, and TikTok have watched and listened how their users interact with the platform and have shared their insights from TikTok world 2025.
Three drivers of change for brands are:
• Attention. We want our brands to live rent free in people’s minds and on TikTok they actually do. They come ready to engage with brands. More than 76% of TikTok users are more likely to consider a brand after seeing it on the platform.
• Discovery. Personal and dynamic, it’s the heartbeat of TikTok. They are searching more every time they open the app. In fact, it’s now up 40% YOY.
• Commerce. More than 64% of users have made a direct purchase from content that they have seen on TikTok or an ad they have seen. TikTok shop now has 15M sellers globally.
There’s no doubt that TikTok has changed the landscape building a new social media culture faster than no other platform. Users don’t just watch; they lean in with more than 50% of users say they are focused only on the platform when using the platform.
How do brands capture the attention and convert buyers?
• TOP VIEW ADS – its designed for when attention is fresh and when users are opening the app.
Now helping you reach more users; you have the option on how you serve your ads when its relevant to you and brand. Mystery boxes are now a new way to drive discounts and drive traffic.
Users can go now from seeing your brand campaigns to then purchase within a few taps, capturing attention and driving action = sales. No other social media platform obtained the same sales revenue for brands as TikTok did over Black Friday sales.
• MARKETSCOPE – Making sure brand appears where and when it sure. Your brand is able to show up with that main character energy to capture and convert at a higher rate. It goes beyond impressions, defined what a consideration means – connecting mid funnel signal to purchase.
From insights to scripts, explore how to create smarter, more resonant content using tools built for the TikTok ecosystem.
Making TikTok first creative is now assisting brands to create content but truly make a tonne of it in a more effective and efficient way – TikTok One and TikTok Symphony tools make it easier to learn about your audience, to find brand-relevant content, create with confidence, and version at scale.
Drive Commerce Everywhere with AI-Powered Automation Commerce on TikTok leverages content and community to drive action throughout the entire purchase journey. New automation and AI empower marketers to maximise impact and performance, both on and off the platform.
TikTok now enhances commerce experiences with TikTok Shop. Recognize how TikTok accelerates advertiser performance through AI-driven automation such as TikTok Symphony, Smart+ and GMV Max.
What we have learnt:
• The Most Valuable Attention
Learn how to capture attention from audiences that are open, active, and ready to engage.
• Create What Moves People
Use insights, scripts, and tools to build smarter, more resonant creative.
• Search Drives Discovery
Curiosity into conversion with content that meets people where they search.
• Drive Commerce Everywhere
See how content and community drive action across every stage of the purchase journey.
• AI Powered Performance
Explore how automation and AI are helping marketers maximize impact and drive performance on TikTok via TikTok one.
Overall, I’m in love with the updates from TikTok really handing back the power of insights to the brand. They want brands to succeed and spend more on their platform – using, the Head of Global Content’s quote: “were gonna just lean into this trend for 2025”