At the end of 2024, our VP of Consulting, Creative & Content, Víctor Puig, shared his vision of the present and future of TikTok in an exclusive interview with El Publicista. He spoke about how the platform has evolved, the challenges brands face in adapting to its language, and the opportunities it offers to build genuine relationships with consumers.
Today, the question is no longer whether brands should be on TikTok, but how they can adapt to its new rules to remain relevant. The platform has evolved beyond viral content: more and more users, especially younger generations, are using TikTok as an alternative search engine to Google. They are not only seeking entertainment but also product recommendations, practical advice, and immediate answers to their questions, making the platform a key space for decision-making. TikTok search has become an essential tool for quickly and visually finding videos.
If you want your brand to take full advantage of TikTok's potential in 2025, here are the strategies you need to implement to stay ahead.
As mentioned earlier, TikTok is no longer just an entertainment platform; by 2025, it has become a key search engine for millions of users. This shift has transformed the dynamic between brands and consumers, forcing companies to redefine their content strategies. The question is, what should I do with my brand to keep connecting with its audience?
Let’s analyze user behavior with the "new" TikTok and provide strategies for each behavior. Let’s begin:
Before, TikTok was based on infinite scrolling and surprise. Now, users not only follow the algorithm but actively use the search bar to find relevant content. In 2023 and 2024, hashtags like #tiktokfinds and #curiosities became major discovery engines for products, services, and experiences. But in 2025, the growth of educational, informative, and recommendation-based content means brands must adapt.
🔹 Key Strategy: To leverage this new behavior, brands must optimize their content for search on TikTok, using catchy titles, keywords in captions, and descriptions that answer real user questions.
In the interview, Víctor Puig emphasizes that "the TikTok community bets on creative boldness, where the combination of authenticity, vulnerability, and transparency leads to loyal connections." This reinforces the idea that it’s not enough just to appear in search results; the content must feel genuine and useful.
The traditional storytelling model is outdated. Stories on TikTok no longer follow a linear structure but are fragmented, collaborative, and often unpredictable. The audience is no longer just a spectator but an active participant in the narrative. In this context, phenomena like “delulu” have changed the way content is consumed. The community builds stories in real time, where comments and “duets” can change the direction of a story in a matter of hours.
🔹 Key Strategy: Instead of trying to control every aspect of the message, brands must allow the community to participate in building the narrative. A good example is using open-ended questions, surveys, or reacting to follower comments to generate authentic dialogue.
According to a TikTok report, the most successful content in 2024 was that which allowed users to "take ownership" of the story. In 2025, this trend has solidified, forcing brands to move away from rigidity and embrace spontaneity.
Another major change on TikTok is the importance of authenticity. The audience is becoming increasingly skeptical of overly produced or clearly promotional content. "For content to work on TikTok, it needs to be genuine, authentic, and practically spontaneous," says Víctor Puig. And this point presents a challenge for brands with long approval processes or overly planned content strategies.
🔹 Key Strategy: The key in 2025 is finding the balance between authenticity and strategy, allowing content to feel more organic without losing consistency with the brand identity. Collaborating with creators who already have the audience's trust is one of the most effective ways to achieve this.
In this regard, brands like L’Oréal Paris have successfully adapted their campaigns to trends like #storytimes, naturally integrating their message into the TikTok language. Rather than imposing their narrative, they’ve found a way to join a conversation that was already happening.
In summary, TikTok in 2025 is much more than an entertainment channel: it is a search engine, a platform for education, product discovery, and the building of authentic communities.
The challenge lies in understanding how to leverage authenticity, creativity, and real-time interaction to not only appear in search results but to become an active part of the conversation. In this new TikTok, success is not just about being found; it’s about being authentically relevant.