WeArisma CEO Jenny Tsai discusses TikTok’s unique opportunities for brands, highlighting its role as a search engine for Gen Z and its strong algorithm. Effective TikTok content features trending hashtags, SEO optimization, and short-form storytelling. Read the article here.
Published On: June 8, 2023
Jenny Tsai on TikTok’s Brand Potential
WeArisma CEO, Jenny Tsai for PR Moment on the TikTok opportunity:
“Alongside enabling brands to reach a wider audience demographic of Gen Z and being the most downloaded app in the world in 2022, TikTok presents a unique discoverability opportunity for brands as it is increasingly being used as a search engine by the younger generation. For instance, 53% of users now say they discover new beauty products on TikTok. This is due to the strength of TikTok’s algorithm in recommending content based on user tastes and the nature of the content itself which is synthesised by creators and influencers considered to be authentic by their audiences.”
Jenny Tsai on the most effective TikTok video content:
“Trends in TikTok are fast-moving, making data and analytics key to a successful TikTok brand and influencer strategies. The most discoverable and engaging content contains strong, trending hashtags, is SEO-optimised and uses short-form storytelling in an authentic and relatable manner, making it easily consumed by the audience.”
Read the article here.
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The top 100 media and entertainment brands across video streaming, audio streaming, and content creation generated $63.4B in total Earned Media Value in 2025, up +7.0% YoY. Growth is uneven across sub-sectors, video streaming surged while audio streaming declined sharply, platform dynamics are shifting fast, and a handful of breakout brands are rewriting what influence looks like in entertainment.
TikTok grew +70.2% YoY and is rapidly closing the gap on YouTube as the dominant entertainment influence platform. YouTube remains #1 at $32.6B but declined -11.3%, while Instagram grew +4.4% to $13.3B. Facebook nearly doubled to $7.3B (+98.9%), making media and entertainment one of the few categories where four platforms are genuinely competing for share.
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