TikTok in 2025: why brands can’t afford to ignore it

Viral marketing, AI and live shopping: TikTok is the new digital shopping mall

The power of the “For You” algorithm

The beating heart of TikTok is its discovery-focused algorithm: any content can go viral, even if posted by a small or unknown brand. Thanks to the “For You” feed, companies without big advertising budgets can get millions of views. It’s not just about visibility—it’s about real, organic engagement.

TikTok Shop and live shopping: real-time e-commerce

With TikTok Shop and live shoppable videos, brands can sell while entertaining. Users watch, get inspired, click and buy. This fusion of storytelling and instant conversion may account for 20% of online sales by 2026. And Italy is ready: with 19.8 million active users, TikTok is now strategic even for local markets.

Brand and creators: chemistry over numbers

In 2025, success is no longer about reach alone. The trend is called Brand Chem: deep collaborations between brands and creators speaking to their micro-communities. Authenticity wins over intrusive ads, and content reflecting real-life themes (mental health, freelance lifestyle, travel) beats traditional milestones like weddings or home ownership

AI: your invisible creative director

Tools like Symphony help brands write scripts, translate, generate avatars and identify trends in real time. Artificial intelligence tailors content, predicts viral trends up to 48 hours ahead, and improves ROAS—all without sacrificing brand identity.

Practical strategies to sell on TikTok

To succeed, brands need clear tactics:

• Use a business account for access to data, marketplace, and Spark Ads.
• Plan content with a solid editorial calendar: tutorials, behind-the-scenes, user-generated content.
• Use trending sounds and challenges to frame your brand story.
• Mix organic content and paid ads, boosting what’s already working.
• Make vertical, mobile-first videos, with your main message in the first 3 seconds.
• Collaborate with micro-influencers: they’re more credible and cost-effective.

TikTok is now a full sales funnel

From awareness to conversion, everything can happen within the app. Creativity, performance, automation, social proof and live shopping merge into a dynamic and accessible ecosystem. Those who move now can grow rapidly.

10 FAQs about TikTok Marketing in 2025

1. Is TikTok useful for small businesses?
Yes. Thanks to the “For You” feed, even new brands can reach millions.

2. What are Spark Ads?
Ads that boost existing organic posts, amplifying their success.

3. Is TikTok Shop worth it?
Absolutely. It enables direct, real-time in-app purchases.

4. What makes a TikTok video effective?
Short, vertical, fast-paced, with key info in the first 3 seconds.

5. Are micro-influencers really effective?
Yes, especially in niche communities where trust matters most.

6. What is “Brand Chem”?
Authentic chemistry between brand and creator, sharing values and style.

7. How important is AI on TikTok?
Very. It generates scripts, insights and predicts trends.

8. When is the best time to post?
Depends on your audience, but testing and analytics are crucial.

9. Which KPIs should I track?
Reach, Engagement, Impressions, Conversions, CAC.

10. Isn’t TikTok just for teens?
Not anymore. More and more adults and professionals are on the app.