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TikTok in 2025: Still Trending or Time to Move On?

TikTok took the world by storm a few years ago. From dance challenges to product reviews, it quickly became a go-to platform for entertainment, discovery, and viral marketing. But as we reach the halfway point of 2025, many business owners are starting to wonder… is TikTok still worth the hype?

With new platforms gaining traction and algorithms shifting yet again, it’s a good time to ask whether your marketing budget is best spent on TikTok or if your energy is better directed elsewhere.

Let’s take a closer look.

TikTok Is Still Huge – But It’s Evolving

First things first. TikTok hasn’t gone anywhere. With over a billion active users and a grip on Gen Z that’s still strong, it remains one of the most powerful platforms for visibility and engagement.

But the type of content that performs well on TikTok has changed. Simple lip-sync videos or trending sounds aren’t enough anymore. Audiences are getting savvier. They’re craving value, authenticity, and storytelling. That means brands need to put more thought into their content and be ready to adapt quickly.

Rising Competition From New Platforms

In 2025, the digital landscape is more crowded than ever. Threads, Lemon8, and AI-driven platforms are offering new ways for people to consume content and connect with brands. Some influencers and creators are already shifting focus to platforms where organic reach is easier and content isn’t drowned out by constant ads.

That doesn’t mean TikTok is obsolete. But it does mean businesses need to think carefully about where their audience is spending time. If your customers are exploring new platforms, your marketing should follow.

Advertising Costs Are Climbing

As more brands pile onto TikTok, advertising is getting more competitive – and expensive. While organic reach is still possible, the days of viral overnight success are becoming less common unless you’ve already got a solid strategy or a bit of budget behind you.

If you’re spending money to promote your products or services, you want to be sure you’re getting a return. And that might mean comparing results across different platforms to see where you’re getting the most bang for your buck.

The Algorithm Is Unpredictable

TikTok’s algorithm used to be one of its biggest strengths. It helped small creators and businesses go viral with just a few videos. But in 2025, it’s become less predictable. Some users are noticing that their content isn’t getting the same reach it used to, even with regular posting and engagement.

This can make it tough to build consistent momentum, especially for small businesses trying to grow a following. If you’re relying heavily on TikTok and not seeing results, it might be time to diversify.

So, Should You Move On?

Not necessarily. TikTok still has massive potential – if you’re using it the right way. But it shouldn’t be your only focus. A smart strategy in 2025 includes a mix of platforms, with content tailored to where your audience is most engaged.

Staying flexible, keeping an eye on your analytics, and being open to trying new things will help you stay ahead.

Need help navigating the ever-changing world of social media? As a trusted social media company Marlow, Social Buzzing can help you build a strategy that works – whether that’s on TikTok or wherever your audience goes next.