While marketing leaders scramble to master TikTok trends, they're missing something bigger. After making content for major brands across every platform, we see a shift that changes everything about how brands think about their content.

The real story isn't about TikTok's popularity or its clever algorithm. It's about how TikTok has changed what audiences expect from all content. And here's why this matters for brands: these new expectations don't just affect short videos. They change how people watch everything, no matter where it appears or how long it is.

Here's what we've learned from studying hundreds of brand videos:

1. Attention isn't dead

Everyone talks about shorter attention spans, but our data tells a different story. People haven't lost their ability to focus—they've gotten better at choosing what deserves their focus. When content truly entertains, people actually watch longer than they did five years ago. The key? Grabbing attention is different from keeping it.

2. When in doubt, entertain

Here's something surprising: the brands winning on TikTok aren't obsessing over TikTok's features. They're focusing on what makes content entertaining. While most brands chase trending sounds and filters, the real winners know that good entertainment is universal. They start from there, then adapt for the audience’s mindset on each platform.

3. You've got 1.5 seconds

TikTok has changed how quickly people decide if something's worth watching. Our research shows you have about 1.5 seconds to show viewers your content is worth their time. But here's the interesting part: once you earn their trust, they'll stick with longer videos more than ever.

4. What's changing

The most successful brands understand these key changes:

• Show value in seconds, not minutes

• Entertainment matters more than fancy production

• Real beats polished every time

• Videos need to work with or without sound

• Get to the point faster, but keep them longer

5. Make content that travels

Here's what most brands miss: truly good content works on any platform. While others create different content for every platform, the best creators start with solid entertainment principles, then adjust their stories to fit each platform's style.

What this means for marketing leaders

These changes affect more than just your social media:

• Think entertainment first, platform second

• Focus on patterns in what people love, not just trends

• Build content systems, not just content calendars

The brands that will win aren't the ones with the biggest TikTok budgets or the fanciest videos. They're the ones who understand that TikTok hasn't just changed social media—it's changed what it takes to hold anyone's attention in 2024.