Table of Contents
Introduction
Are you in search of new ways of marketing your business?
If you are, then, TikTok is the right platform for you.
Yes, you heard it right!
TikTok, a platform, which was initially used for quirky dance challenges and viral memes can now be used for marketing purposes.
With a lot of Gen Z and Millennials being active on the platform, a lot of businesses have begun using TikTok to market their business.
Therefore, for marketers, using TikTok could be a great opportunity as the upcoming updates on the platform can be game changing.
So, what’s new on TikTok in 2025?
Read the article completely to know the latest trend and how you can use them for marketing your business.
#1 TikTok’s Messaging System
One of the most significant changes that has taken place on TikTok is the Direct Messaging (DM) system.
Though previously, the platform did have a messaging system, it was limited. The users could only send messages to mutual followers.
However, the new system allows users to send messages to anyone making it more user friendly and accessible.
Another feature introduced by TikTok pertaining to comments.
When somebody makes a comment on stories posted on TikTok, they are automatically directed to the creator’s DMs which helps encourage intimate conversations between the creators and their audience.
How Does it Impact Marketing?
One of the main benefits of this messaging feature of TikTok is customer service.
The Direct Messaging system can be used by customers to directly contact the brands if they have any grievances or suggestions leading to a faster and more personalized support.
Further, the brands can use the Direct Messaging feature to personally engage with their customers and promote exclusive content.
It can also be used by brands for community building as it facilitates private conversations between brands and their customers.
Overall, this feature can help business build brand loyalty and strengthen brand relationships.
#2 Rise of Long Form Content
TikTok, which initially became popular as a platform which consisted of short- form videos, has now seen an increase in longer videos.
This is because, TikTok is incentivizing creators who produce videos which are longer than 1 minute.
Also, the users are now allowed to create videos which are up to 10 minutes long. For those who prefer to pre- record their content, the platform allows people to create videos up to 30 minutes long.
However, it is important to note that TikTok is mainly used by people to watch short form videos and hence it can be tricky to create long form videos which are engaging.
Strategies for Creating Long Form Content on TikTok
| Strategy | Example |
|---|---|
|
Plan Your Content |
Create a comprehensive script outlining the key scenes, dialogue, and visual elements. |
|
Hook Your Audience Early |
Start with a shocking statistic, a rhetorical question, or a dramatic visual. Eg: “Did you know that…?” or “Let’s explore why?” etc. |
|
Tell a Story |
Share a personal story about how your product or service has helped someone. |
|
Break It Up |
Break your video into sections with clear headings or subheadings. |
|
Leverage Visuals |
Use a mix of close-ups, wide shots, and overhead shots to show different perspectives. |
Some creators are able to gain success even while making long form videos. One successful creator produced a 52-part series about her marriage, each video lasting 10 minutes.
This is a clear indication that for a video to be successful it doesn’t matter how long a video is when the story of the video is compelling enough.
#3 Horizontal Videos
It is a known fact that, TikTok is widely known for the vertical videos which are made on the platform.
However, there has been a recent surge of horizontal videos on the platform and even these videos are being boosted for providing visibility to such content.
TikTok has introduced a ‘full screen’ button which allows the users to expand the screen in order to view such videos.
This is a smart move through which the platform makes its videos compatible with TV apps thereby making sure that the creators can repurpose their content easily.
Pro Tip: Film your content in 4K horizontal format. This approach allows for easy repurposing of the footage into vertical clips for other platforms
Benefits of Horizontal Videos
| Benefits | Example |
|---|---|
|
Enhanced User Experience |
Users may find horizontal videos more engaging and less likely to skip or close the video. |
|
Cross-Platform Compatibility |
Brands can easily share their horizontal TikTok videos on other social media platforms or embed them on their websites. |
|
New Creative Possibilities |
Brands can use the wider aspect ratio to create cinematic shots, panoramic views, or side-by-side comparisons. |
Challenges of Horizontal Videos
| Challenges | Example |
|---|---|
|
Adapting to a New Forma |
This could involve using different camera angles, editing techniques, or even purchasing new equipment. |
|
Algorithm Preferences |
Brands may need to experiment with different formats to see which one performs better. |
|
User Preferences |
Users may find horizontal videos more difficult to watch on smaller screens, especially if they are holding their phones in portrait mode. |
#4 Live Streaming on TikTok
Live streaming has become an integral part of TikTok.
The platform gives utmost priority to live streams and the algorithm is such that it pushes live streams to the ‘For You’ pages of the users thereby increasing their visibility and reach.
One of the ways in which the users can increase their visibility through live streams is by asking the viewers to tap the like button frequently.
Further, offering exclusive live streams can incentivize purchases and drive sales during the broadcast.
People who want to elevate their live streaming experience can use tools like StreamYard or Ecamm which provides more professional looking streams with on-screen graphics and other advanced features.
Using this feature in the right manner can immensely help brands grow their business.
For example, there is a creator who generated $100,000 in revenue over just four months through TikTok live sales. This anecdote underscores the significant monetization potential of live streaming on the platform.
#5 Rise of Image-Based Content on TikTok
One of the most interesting changes that has taken place on TikTok is that it has started giving priority to image based content.
This allows people to create photo carousels containing up to 10 images which are similar to those which can be created on Instagram.
However, there is a twist!
TikTok allows the users to add music along with the image- based posts which creates the signature audio-centric approach.
The feature allows businesses to present a complete product range or tell a more complex story than a single image or short video might allow.
This feature can be used by business for mainly two purposes, that is, story telling and product promotion.
Story telling
| Strategy | Example |
|---|---|
|
Create Visual Narratives |
Use images to depict each stage of the process, and add captions to explain the details. |
|
Use Captions and Text Overlays |
Add humorous captions to images that are relatable or funny such as “Shop now” or “Leave a comment,” to encourage viewer engagement. |
|
Experiment with Different Layouts and Styles |
Experiment with collages, grids, or single-image posts to see which format best conveys your message. |
Product promotion
| Strategy | Example |
|---|---|
|
Showcase Product Features |
Use high-quality images and add captions that explain the unique selling points and address common customer questions. |
|
Create Product Galleries |
Create a carousel post featuring the latest fashion collection, showcasing different styles, colors, and accessories. |
|
Encourage User-Generated Content |
Launch a hashtag challenge or contest encouraging users to share photos of themselves using your products. Offer prizes or rewards to incentivize participation. |
#6 TikTok Shop: A Game-Changer for eCommerce
This feature is considered to be a game changer for marketers.
It allows people to sell products or services directly to consumers through the TikTok app.
The platform also conducts some live events which allows businesses to showcase their products, answer questions from potential customers, and drive immediate sales.
TikTok has allowed for an ‘affiliate’ program for creators who have more than 5000 followers.
This allows creators to earn commissions based on the sale which they have done through their content. This acts as a win-win situation for both businesses and creators.
Another important feature is called the ‘showcase’ feature. This allows the creators to showcase the products which they have purchased or are promoting directly through their profile.
Joining TikTok Shop
To join the TikTok shop, follow these steps:
- Go to the TikTok Shop sign up page.
- Create your own TikTok Shop account using your email or phone number.
- A verification code is sent to your email or phone number, enter it.
- Set up a password for your account.
- Review and confirm the information that you have entered.
- Select your country.
- Choose the category of your business.
- Upload the required documents.
- Enter your business address.
- Add your phone number.
- Specify the address where customers can return products.
- Read and agree to TikTok Shop’s terms and conditions.
- Click start your business.
Note: You can only open one TikTok Shop per identity. The application process typically takes one to two days
Bonus: Upcoming TikTok Features
With TikTok bringing in new features on its platform and evolving continuously, it is necessary for the marketers to keep an eye on the future developments which are to take place on the platform.
TikTok notes is one such feature. It is a new image based platform which is still being tested in Canada. However, once launched, it has the potential to compete with platforms such as Instagram.
TikTok Series is another feature which is believed to be for selling digital products and which can be used as a monetization opportunity by educators, coaches, etc.
Conclusion
The updates released by TikTok provide a testament to the dedication of the platform to stay ahead in the game of social media.
For marketers, these changes present new opportunities to engage with their audience and build brand loyalty.
The future of social media marketing is bright, and TikTok is at the forefront of this exciting journey.
Embrace the updates, leverage the tools, and watch your brand thrive in 2025.
