Key Trends, Challenges and Opportunities
TikTok dominated the social media industry in 2024, with its engaged user base and innovative ad formats. It has become a powerful tool for marketers looking to engage effectively with their audience.
As the platform continues to evolve, key trends include:
- AI-powered ad targeting allows the brand to optimise content and improve ad relevance.
- Video shopping is a main focus, driving eCommerce sales directly within the app.
- Increased popularity for short-form video content – this trend was inevitable!
However, challenges remain, such as data privacy concerns and how this impacts TikTok’s ad reach. Challenges can also arise as users become familiar with in-app promotions, resulting in reduced effectiveness, emphasising the need for continuous developments in businesses’ marketing strategies.
In terms of opportunities, influencer marketing is expected to remain a core strategy due to the added value they generate when developing authentic content.
It should also be noted that localised campaigns, the TikTok shop, and the use of AI will be pivotal to the success of advertising across the platform.
AI Driven Content Recommendations and Evolving Algorithm
The integration of AI has always driven TikTok’s algorithm, but in 2024 this reached new heights.
The AI-powered recommendation system is more accurate than ever in understanding user behaviour, content preferences, and engagement patterns. This means advertisers can access more precise tools to deliver relevant ads to the right people at the right time.
The AI system learns from interactions – likes, comments, shares, and watch time – and with this TikTok’s algorithm provides highly personalised content delivery, making ads feel less intrusive and more aligned with the user’s interests.
With 2024, the algorithm reached some new developments to assist in creating more immersive and tailored user experiences, including:
- Content quality vs quantity: The algorithm rewards high engagement and creativity over follower count or post frequency
- Diverse content discovery: Users see content from creators outside their followers, expanding brand reach.
- Enhanced user experiences: The algorithm adjusts content in real-time based on user behaviour and interests.
TikTok’s AI-driven content recommendations and evolving algorithm have been key to the platform’s advertising success by 2024, as brands that understand this feature leverage AI to create personalised and engaging content to appeal to their audience and ensure a competitive edge.
TikTok Shop Dominance
TikTok Shop is rapidly becoming a major eCommerce platform due to its personalisation and engagement features, allowing brands to connect with customers more effectively.
In 2024, the platform introduced in-app shopping experiences, allowing users to buy products seamlessly within the app without leaving the feed.
Brands have leveraged this feature to create shoppable video content alongside organic content, making it easier for users to discover and purchase products as part of their scrolling habits.
Live-streamed events have also grown significantly as a tool for driving sales. TikTok Live allows brands to host real-time shopping events to promote their products interactively, creating a sense of urgency and excitement that boosts conversions. Viewers can then engage and purchase instantly during the live stream.
In addition, influencer partnerships were extremely effective in 2024. Influencers endorse products and drive sales through shoppable posts and live commerce events. Their ability to reach highly engaged audiences and provide personalised recommendations helps brands build trust and influence purchase decisions.
Did your brand leverage the benefits of TikTok Shop in 2024?
New Advertising Formats
TikTok is constantly developing its advertising offerings and introducing new formats to help businesses target audiences more effectively.
Search ads were introduced in September 2024 to allow brands to target users based on what they’re actively searching for in the app. This development has enabled brands to reach users with high intent, delivering more relevant ads and, in turn, improving conversion rates.
Additionally, AI technology is now used to create personalised ad creatives that automatically adapt to audience preferences, enhancing advertising across the platform.
Brands can use this feature to ensure each ad feels tailored to consumers’ behaviours to drive better results for your business.
Ensuring your content reaches the right audience is the key to success!
Regulatory Scrutiny and Data Privacy Concerns
TikTok has faced several allegations of breaching data protection, particularly in the US and the EU. Some concerns include:
- Data Collection: TikTok collects extensive data, which some argue is unnecessary.
- Data Sharing: Concerns have risen regarding TikTok sharing user data with third parties, such as advertisers.
The growing uncertainty around how TikTok handles user data has led to the need for stricter regulations to ensure user privacy is protected. TikTok has responded by emphasising its commitment to user privacy and enhancing transparency of how data is used.
The Future of TikTok Marketing
Influencer marketing is expected to remain one of the most popular forms of marketing, and with the majority of TikTok’s users being younger demographics, influencer marketing can be a great strategy.
Influencer collaborations offer brands an effective strategy to connect with their audience in an engaging, authentic, and relatable way.
However, brands are becoming more focused on employee-generated content (EGC), leveraging employees’ voices and experiences to resonate with consumers. EGC is implemented to build trust and create a deeper connection with the audience.
In addition, certain strategies should be implemented for businesses to maximise the potential of TikTok advertising in 2025. These strategies include:
- Make sure to hop on trends
- Encourage UGC
- Partner with influencers
- Launch engaging challenges
- Keep it short
- Use TikTok ads and TikTok shop
- Track performance
- Use hashtags
- Ensure content is localised
In 2025, TikTok advertising will increasingly enhance creativity and authenticity and leverage technological developments to form connections with your audience.
Keeping up to date with all the changes across the platform will be crucial to your success!
TikTok Advertising FAQs
What are the biggest TikTok advertising trends in 2026?
The biggest TikTok advertising trends in 2026 include AI-powered ad targeting, continued dominance of short-form video, and deeper integration of video shopping that allows users to purchase directly within the app.
How does TikTok’s algorithm impact advertising performance?
TikTok’s AI-driven algorithm analyses user behaviour such as watch time, likes, shares, and comments to deliver highly personalised content. Ads that align with these interests feel more natural, improving engagement and overall performance.
How does TikTok Shop support eCommerce growth?
TikTok Shop enables brands to sell directly through shoppable videos and live shopping events without users leaving the app. Influencer-led content and live commerce features help drive trust, urgency, and higher conversion rates.
What TikTok ad formats should marketers focus on in 2026?
Marketers should focus on search-based ads that target high-intent users, alongside AI-generated ad creatives that automatically adapt to audience preferences. These formats help brands deliver more relevant and personalised advertising experiences.
What challenges do brands face with TikTok advertising in 2026?
Key challenges include increased data privacy scrutiny, evolving regulations, and reduced ad effectiveness as users become more familiar with in-app promotions. Brands must prioritise authenticity, localisation, and ongoing optimisation to remain competitive.
