Written by Alexandra Robins

TikTok has rapidly evolved into a powerhouse platform in Australia, contributing $1.1 billion to the nation’s GDP in 2023 and hosting more than 350,000 businesses.  

With over 8.5 million Aussies consuming a movie-lengths’ worth of content a day, TikTok has grown into a major player in the advertising space.  

As the fastest-growing global discovery platform, it has become more than a form of entertainment, but the new word-of-mouth hub where users are actively searching for products and services.  

Attending the annual For You Summit, IMPACT heard directly from brands and marketers about the power of TikTok. Here are our key takeaways.  

Shaping culture online 

 TikTok doesn’t just follow trends, it’s where they are born, amplified and reshaped. Their existence on the platform can be categorised into moments, signals and forces.  

• Moments are short-lived topical trends that spread quickly.   Think brat summer or the ‘Symphony’ dolphin meme. They thrive when brands jump in early but fade just as fast. You need to be agile to capitalise on these viral moments while they’re on the rise. 

• Signals represent emerging content patterns that reflect new behaviours and interests, lasting anywhere from months to a few years. An example would be the #delulu trend signal. Internet slang for ‘delusional’, it’s similar to a ‘fake it till you make it’ type of mindset which has appeared in various trend moments over the past year. Think the ‘of course’ trend or ‘letting Gen Z’s write the marketing script’. 

• Forces are long-term, large-scale cultural shifts, like the rise of BookTok, where users are not just sharing book recommendations but are shaping reading culture and the publishing industry. These forces influence communities, alter behaviours and drive the discovery of new products, making them vital for brands seeking deep-rooted connections. 

Like a rolling stone, small trend moments feed into larger trend signals, which can contribute to even bigger trend forces.  While keeping pace with fleeting moments can be challenging, tapping into signals and forces can offer more realistic ways to stay ‘on-trend’ without the need for constant reactivity.

We recently wrote about brands capitalising on a cultural trend and not every viral moment will be the right fit. Success, therefore, lies in knowing when to participate.   

Brands being brave 

Presenting at the For You Summit, Virgin Australia and PepsiCo demonstrated how TikTok has become a critical tool for advertising success.  

Virgin Australia’s Chief Marketing Officer, Libby Minogue, shared the airline’s ‘Bring On Wonderful’ campaign, which recut and remixed existing creative assets for the platform, giving the brand time to familiarise itself on socials before collaborating with creators. This strategy proved effective, as a recent study by Kantar revealed that brands that adapted their TVC assets for TikTok saw an average 1.5x return on advertising spend. Ultimately, Minogue emphasised that success on the platform requires bravery, controlled risks and authenticity. 

Both Virgin Australia and PepsiCo stressed the powerful role that content creators play in driving engagement. PepsiCo ANZ Marketing Director, Susan Press, said the use of creators in ads during its recent rebrand boosted brand awareness and recall, showcasing the platform’s ability to revitalise and reshape consumer perception.  

Driving inclusivity and innovation 

In addition to sharing success stories, the summit also introduced exciting new developments. TikTok unveiled Shift 20 Initiative’s new casting channel. The account aims to empower brands, advertising agencies and casting directors to find and work with talent with disabilities, promoting inclusivity in advertising and media. 

TikTok has begun beta testing two new ad formats, Dynamic Travel Ads and Automotive Ads. Both have been designed to enhance engagement and effectiveness for brands in their respective industries.  

The platform also introduced TikTok Symphony, its new creative AI suite. Designed to elevate content creation for businesses, influencers and agencies, the new tool can assist in script writing, video production and asset optimisation.  

If you would like to know more about how IMPACT can help your brand on TikTok, contact Trish McGee at trish@impactagency.com.au.