For years, marketers followed a familiar best practice rule when it came to video marketing: use video at the top of the marketing funnel to drive awareness and reach, and use static formats to handle the lower-funnel conversions.
This process shaped the early models of paid social and video advertising strategies; however, the rise of TikTok marketing and the explosion of short-form video have fundamentally reshaped the ways brands think about video. Now, it’s no longer just about upper-funnel storytelling. Video marketing has become a full-funnel channel that’s capable of driving awareness, consideration and conversion. It’s fair to say that TikTok has paved the way for a new wave of online advertising, changing how we use video for good.
Video marketing – from awareness tool to conversion driver
Back in 2021, TikTok released its universal best practices, which linked videos to efficient conversion driving. This included how higher camera resolution could drive a massive 312% lift in conversions, how videos built for full screen could increase conversions by 91%, and how following the optimum video length could also see conversions shoot up by 280%.
These were significant figures and cemented the emerging idea that video advertising could be designed for both lower-funnel objectives and upper-funnel branding activities. This attached more tangible value to video assets, enabling achieved conversions to be directly linked back to the format, as opposed to metrics that had previously been harder to link to ROAS, such as reach & ad recall.
As a result, brands began to rethink their TikTok strategies, recognising video not just as a storytelling format but as a measurable driver of business outcomes.
Why short-form video works so well on TikTok
Another factor accelerating the shift toward short-form video marketing is the scale and behaviour of TikTok’s audience.
As of 2026, TikTok has over 30 million active users in the UK, who spend an average of 49.5 hours per month on the platform. Instagram’s user base is only 63% larger than TikTok’s, but there are three times as many daily posts.
That means whilst TikTok usage is high, most users are scrolling – not posting. Users are looking to be entertained, they are interacting with video content and if an ad looks and acts just like an organic video? They’re interacting with that too!
For marketers, this behaviour creates a unique opportunity. When TikTok ads mirror organic content, they feel less intrusive and more entertaining – increasing the likelihood that users will watch, engage and interact.
The power of sound in TikTok marketing
Over time, best practices surrounding video have evolved. We all originally knew that video should be designed for sound-off consumption, as most audiences would flick through without bothering to turn the audio on. With TikTok’s move to default auto-volume adjustment (avoiding the awkwardly loud playback on public transport…) and a vast amount of copyright-free sounds, sound on viewing is now more appealing than ever. In fact, 93% of TikTok users spend time on the platform with sound on, and 15% of users are more likely to skip a sound-off ad.
Sound is being used as a powerful hook to draw users in, with voiceovers in particular becoming increasingly popular as an alternative to music. TikTok has found that voiceovers drive 71% higher recognition than ads with ASMR audio. The tools TikTok has available also help to add value in this space, such as voice effects, which can result in a 1.7x stronger lift in consideration.
For advertisers developing a TikTok marketing strategy, this highlights the importance of designing videos for both visual and audio engagement.
The rise of shoppable video & social commerce
Perhaps the most definitive move towards making video a format that does it all is the shortened pathway to purchase that’s now available through shoppable videos, product tags and shoppable links. In effect, shoppable video has turned entertainment into a direct commerce channel.
Video shopping ads feature product cards that directly connect audiences to the item they are experiencing through the video. Product tags make for a seamless transition from engagement to purchase. Combining this with the mobile-first, full-screen content TikTok is famous for means discovery and purchase have never been easier or more relatable for consumers.
The video element allows brands to use creators or current trends to tap into personalised buying motivators like never before.
Creators are reshaping TikTok advertising
Another defining element of TikTok marketing is the role of creators.
Unlike traditional advertising formats, TikTok thrives on authenticity and cultural relevance. Creators bring both - translating brand messaging into content that feels native to the platform.
Through creator-led short-form video, brands can tap into:
· Cultural trends
· Community-driven storytelling
· Highly personalised buying motivations
This creator ecosystem is helping reshape TikTok advertising strategies, blending elements of influencer marketing, entertainment and performance marketing into a single format.
CMOs are recognising this shift too, with 89% planning to maintain or increase investment in influencer marketing over the next year. Creators can answer consumer questions or issues through clear, quick storytelling, but brands need to ensure they have the tools to help them navigate through what has evolved into a vast ecosystem. Creators are diverse with unique capabilities, and it’s crucial to make decisions on partnerships with intention and clear direction.
The future of video marketing
TikTok has opened up an entirely new world of creative possibilities for brands.
Blending the storytelling power of traditional TV advertising with the authenticity of creator-driven content, TikTok has redefined what video advertising can achieve.
What emerges is a new model of short-form video marketing — one that entertains, engages and converts within the same format.
As consumer behaviour continues to evolve, it’s clear that video will remain central to the marketing funnel. And with its unique combination of creativity, commerce and community, TikTok marketing will likely continue shaping how brands approach video advertising for years to come.
If you’d like to find out more about our predictions for the future of media, check out our Media Predictions 2026 report. Don’t hesitate to get in touch if you’d like to chat further & discover how we can work together.
