Why TikTok perfectly meets the needs of the attention-deficit economy
Marketing, Social, Tech, Trends, Video

In our recent article, we have provided three ways to capture attention in a world where attention spans are diminishing. While strategy is crucial in ensuring viewer engagement, the platform on which you disseminate your content is equally vital. After all, if a tree falls and nobody is there to hear it, does it truly matter?

TikTok, a short-form video platform, has revolutionised content consumption, competing with giants like Meta’s Instagram and Google’s YouTube, which have introduced their own short-form video features such as Reels and Shorts, respectively. TikTok exhibits the greatest growth potential, with its potential ad reach in Singapore increasing by 989 thousand (+41.4 %) between the beginning of 2023 and early 2024, according to data published in ByteDance’s ad planning tools.

Creating content that captures maximum impressions on TikTok is challenging in itself, let alone maintaining the constant attention necessary for brand recall. Here are three strategies to assist you in navigating this new attention-deficit social media landscape influenced by TikTok.

Leverage on Social Listening Tools

Now more than ever, it is crucial to utilise social listening tools that capture industry sentiments and provide insights on consumer questions of low, medium, and high intent. Social listening allows us to gather data on consumer challenges and demonstrates how your products or services can add value to their lives. Understanding consumer perceptions of your company or adjacent industry through frequently used keywords can help you with your brand messaging and positioning. Social listening also allows you to gather data about your brand, so that you can identify gaps, and infer insights necessary for formulating a coherent strategy.

Here in Mashwire, we believe in formulating marketing strategies based on data and research. We adopt a consumer-first approach that is data driven. Contact us to find out more.

Optimise Your Content on Trends and Relevant Topics

After analysing, understand the current state of topics that interest people by examining keyword engagement over a recent period. Determine whether these topics align with your brand’s narrative and how to integrate them into your strategies. As trends and relevant topics are time-sensitive, acting quickly to capitalise on them is crucial. Learn more about trendjacking and making your content relevant. Find out more about how to trendjack and make your content relevant.

Using Generative AI To Assist In Your Content

Generative AI has significantly advanced in recent years, becoming increasingly convincing to humans. OpenAI, the creators of ChatGPT, recently announced a new feature called Sora, capable of creating convincing video scenes from mere word prompts. AI can also produce art to inspire creativity and expand strategic frameworks through its LLM services. AI in general is useful in providing the meat in your content planning. However, exercise caution and avoid fully relying on AI for creating your entire social media content, particularly on platforms like TikTok where authenticity is highly valued, especially for brand accounts. As of March 2024, AI technology is not yet advanced enough to effectively generate brand messaging for marketers.


TikTok is the new rising star in social media, holding immense potential for growth as more brands and users embrace short-form content. To remain competitive in this attention-deficit economy, utilise social listening to gather consumer insights, align them with trending topics, and leverage AI effectively in content planning.

If you’re seeking to revolutionise your brand communication efforts, contact us today!

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