TikTok’s Unstoppable Rise: Why Brands Can No Longer Ignore the Video Giant
The digital marketing world is undergoing a seismic shift, and at the epicenter is TikTok. With over 1.5 billion active users globally – a number that continues to climb – the platform isn’t just a source of viral dances and entertainment; it’s rapidly becoming the most influential engine of social, cultural, and commercial change. This isn’t just a trend; it’s a fundamental restructuring of how brands connect with consumers, particularly the coveted Generation Z demographic. This is breaking news for marketers and business owners alike.
TikTok’s Cultural and Commercial Powerhouse
What began as a short-form video app has evolved into a cultural incubator, dictating trends in lifestyles and consumer habits. Brands are realizing they can’t afford to sit on the sidelines. Data from TikTok Insights reveals a particularly strong resonance in Latin America, with 74% of Peruvian users believing brands connect more authentically with their culture on TikTok than on any other social network. Even more compelling, two-thirds of Peruvian users report that TikTok content has a greater impact on their lives than content from competing platforms.
This influence isn’t just anecdotal. TikTok is driving serious revenue. Last year alone, the platform generated over US$26 billion in sales through social commerce – a figure that has doubled in recent years. Pere Bacardit, a professor of Marketing at EAE Business School, highlights this, stating, “It is probably the network that has best understood that, in addition to entertainment, this is about business.”
The Algorithm Advantage: Organic Reach and Low Barriers to Entry
One of TikTok’s most significant advantages is its organic reach. Unlike platforms like Facebook and Instagram, where visibility often hinges on follower counts, TikTok’s algorithm prioritizes content based on user interest. Metricool’s 2026 Social Network Study shows TikTok leads the pack with an impressive 28,482 impressions per post and 945 interactions per post, alongside a 17% account growth potential. This means brands and creators can reach vast audiences without massive initial advertising investments. The system actively pushes relevant content to users, leveling the playing field.
José Ruidías Rojas, professor of Marketing at the Pacífico Business School, explains the core difference: “TikTok does not start from who you follow, but from what you are interested in. Its algorithm is brutally efficient at reading behaviors.” This allows brands to speak directly to their entire target market, even those who haven’t actively sought them out.
Video is King: A Shift in Brand Strategy
TikTok’s exclusive focus on video is another key differentiator. In today’s digital landscape, video reigns supreme. But it’s not just about any video; it’s about authenticity. Ruidías Rojas notes that in Peru, raw, relatable videos filmed on smartphones often outperform highly produced commercials. “This explains why small businesses, from restaurants in Surquillo to mechanical workshops or clothing ventures, achieve virality without large budgets.”
This shift demands a pivot in brand strategy. Traditional advertising is giving way to more genuine, narrative-driven content. TikTok isn’t about polished perfection; it’s about connection and relatability. It’s about showing, not telling.
Is TikTok Affordable? The ROI Equation
While TikTok offers a lower barrier to entry than many other platforms, it’s not necessarily cheaper in terms of overall profitability. Ruidías Rojas cautions that the cost isn’t just in advertising; it’s in consistently creating relevant, engaging content. “TikTok allows you to test quickly, make mistakes cheaply, and correct in days, not months. That is why many brands are reallocating budget because they see that with a good content strategy plus a well-segmented guideline, the ROI can be higher than that of traditional media, especially in awareness and consideration.”
Bacardit adds that, as the platform becomes more saturated, paid media may be necessary to ensure content reaches the desired audience. “It is not always cheaper than traditional media, but it is much more flexible, scalable and measurable.”
Strategic Alignment: Knowing When (and If) TikTok is Right for Your Brand
Before diving in, brands must clearly define their objectives and target audience. TikTok isn’t a one-size-fits-all solution. Bacardit emphasizes the importance of strategic alignment: “Based on that, you will be able to determine whether TikTok is the right channel or not.” However, he acknowledges that TikTok is becoming increasingly accessible across demographics and content types, making it a strategic asset for many businesses.
Ruidías Rojas points to sectors like education, real estate, mass consumption, gastronomy, and professional services as areas where TikTok strategies are already yielding significant results. Even B2B brands are leveraging the platform to build authority and foster closer relationships with potential clients. The key is to move beyond the perception of TikTok as solely a platform for humor and recognize its potential as a powerful content marketing tool.
The future of digital marketing is undeniably video-centric, and TikTok is leading the charge. For brands seeking to connect with a younger audience, drive sales, and build lasting cultural relevance, ignoring this platform is no longer an option. It’s time to embrace the power of short-form video and unlock the potential of TikTok.
