Beyond data privacy, a key ethical responsibility for marketers using AI is ensuring content integrity. This means using platforms that provide a verifiable trail for every asset, check for originality, and offer AI-assisted verification for factual accuracy. This protects the brand, ensures content is original, and builds customer trust.

Five years ago, success on TikTok came from quickly hopping on trends. According to Duolingo's Zaria Parvez, that strategy is now saturated. Brands that stand out today prioritize unique creative that isn't trend-dependent, as consumers have grown tired of seeing dozens of brands doing the same thing.

Social media platforms heavily promote new features to drive adoption. By being an early user of TikTok's 'Bulletin Boards'—a feature similar to Instagram's broadcast channels—brands can gain a significant, temporary advantage in reach and visibility before the feature becomes saturated and algorithmic priority fades.

Retail buyers are actively monitoring TikTok for viral brands. Achieving virality can bypass traditional, costly slotting fees, as retailers like Target will dedicate shelf space to trending products, confident that the online buzz will drive high in-store sell-through.

Unlike Meta's mature platform, TikTok Shop's algorithm starts with a blank slate. It requires significant initial sales data—around 100 to 1,000 orders—to learn who the right customer is and begin targeting lookalike audiences. This creates an initial momentum hurdle for new brands.

To achieve authentic, word-of-mouth growth, Olipop's social media strategy intentionally relies on real customers. A full 70% of its content creators are first-timers, not professional influencers. This ensures the brand's messaging feels genuine and resonates with its audience, fostering high brand affinity.

The future of paid social lies beyond broad audience targeting. The next level of sophistication involves using identity data to dynamically adjust ad spend and frequency based on the specific value of an individual consumer and their stage in the journey. This means not all site visitors are treated equally in retargeting.

To achieve genuine endorsements, brands must trust creators. Instead of providing rigid scripts, give them key message points and the freedom to tell the story in their own voice. This creative liberty results in more authentic advertising that resonates with the creator's audience.

The algorithmic shift on platforms like Instagram, YouTube, and Facebook towards short-form video has leveled the playing field. New creators can gain massive reach with a single viral video, an opportunity not seen in over a decade, akin to the early days of Facebook.