How TikTok Changed Advertising Forever

Yet the changes propelled by the platform have permanently altered the marketing landscape, experts say. Competitors like Instagram Reels and YouTube Shorts have risen in response to its short-form video format, further entrenching the consumer behavior TikTok built.

“TikTok can be replaced [by other platforms], but it’s like Pandora’s Box—it’s been opened and now it doesn’t really matter,” George said. “TikTok has created an expectation for a certain type of content.” 

“The masses have influenced brands, and now people have experienced how they can truly interact with brands in the way they like,” Henry added. “That’s not going to change.” 

This story was updated on Friday, Jan. 17 to reflect the Supreme Court’s ruling.