The digital landscape is currently witnessing a shift as TikTokers, aka creators who once defined the short-form video era, recalibrate their strategies in response to platform instability and evolving audience demands. For marketing leaders and decision-makers, this transition represents a fundamental move toward transparency, community ownership, and creator-led commerce.
As the creator economy matures, professionals are looking beyond viral metrics to find sustainable ways to maintain brand awareness in a fragmented market. For those responsible for long-term growth, understanding this shift is crucial for developing an influencer strategy that remains resilient across multiple platforms.
A TikToker is a content creator who specializes in producing short-form, vertical video content on TikTok that is designed for high engagement and rapid shareability. While the term originally described anyone posting on the platform, it has evolved into a professional designation. Today, successful TikTokers are essentially independent media houses that blend storytelling and community management to influence consumer behavior.
They have shifted the focus of social media marketing from high-production polished ads to raw, relatable content. This style—characterized by quick cuts, native-feeling trends, and direct-to-camera addresses—has become the gold standard for reaching demographics who value authenticity over corporate sheen.
In the early days of the platform, the goal for most content creators was pure virality. However, the mindset has since moved more toward building sustainable communities that do not depend solely on a single algorithm. Creators now realize that a million views mean little if they cannot reliably reach those same viewers the following week. This in turn has led to a rise in:
Partnering with TikTokers offers brands a direct line to audiences that traditional advertising often misses. These creators act as translators, taking a brand’s message and reframing it in a way that resonates with their specific community. The primary benefit is social proof that lowers the barrier to purchase.
Furthermore, TikTok marketing allows for rapid testing. Brands can collaborate with multiple micro-influencers to see which hooks and messaging styles perform best before scaling a larger campaign. This data-driven approach ensures that brand marketing efforts are optimized for actual user behavior.
Today’s users are increasingly adept at spotting sponsored content. Users nowadays tend to be more drawn to unfiltered content like videos that show the "behind-the-scenes" and the unpolished reality of a brand. Creators on the platform often share pro-social messages that help brands build deeper, values-based trust with their audience.
Bella Poarch, who went viral years ago from a video of her lip-syncing to a song in a particular way, has since branched out into singing. In this video for Gucci, she expresses the appreciation she has for being able to express her style and herself through her music.
Kimberly Loaiza is a very famous figure in the Spanish-speaking world on TikTok. In this video, she promotes Celimax’s Retinal Shot by putting it on to show viewers how to use it. While doing so, she goes on to discuss all of the things that she loves about it with her audience in a very organic way.
Zach King, known for his unique video and editing skills, created a video in his signature style in partnership with Netflix. The video shows him entering his own dream and experiencing the wonders of the magic candyland he was imagining.
A hot topic in the creator economy is the rise of AI TikTokers. AI TikTokers are creators with entirely synthetic personalities that were made using artificial intelligence (AI). These virtual influencers offer unique advantages and challenges for brands.
Characters like Lil Miquela continue to lead the way in fashion. In fact, many brands are now using digital avatars to model clothes or demonstrate apps without the need for a physical shoot.
Another example of an AI TikToker is nianoir.xo, who joined TikTok in December of 2025. She has gained a lot of traction due to her quick gain in views, followers, and credibility and has several videos that have over 100M views, with her most popular video having around 329M views. She has become quite controversial lately, as many users are unaware that she is not real.
In a landscape where emerging social apps can disrupt the market overnight, having a single-platform strategy is a liability. Executives must adopt a platform-agnostic approach to stay ahead of the competition and prevent any surprises.
To maintain engagement, brands should:
While the format may change, your brand voice must remain consistent. Here are some tips to help you succeed in this area:
Looking ahead, the infinite scroll is being challenged by a desire for intentionality. Users are becoming more selective about the digital noise they consume. Keeping that in mind, it is likely that we will continue to see a move toward user-tuned feeds, where individuals have more control over what the algorithm shows them.
As for the creator economy, the future is about ownership. Whether through decentralized protocols or platforms that prioritize creator rights, the power dynamic is shifting. Brands that embrace this transparency and partner with the creators leading these new communities will thrive in the next era of digital marketing.