How do we stop people scrolling past our content?
That’s the question underpinning every creative brief, brand brainstorm and ad campaign kickoff.
And who better to answer it than TikTok, the platform that turned short-form video content into an era-defining cultural phenomenon – and rewired the world’s attention span in the process?
We sat down with Whitney Williams, TikTok’s Head of Consumer Brands, to unpack what it takes to thrive in the attention economy.
Marketing has always been about getting people’s attention: Look at this! Read this! And – ultimately – buy this! That hasn’t changed.
But in the past few years, as attention spans have shortened and digital habits have shifted toward instant, mobile-first content, so have the rules of engagement.
Attention has become such a hot commodity that marketers are rethinking everything in a bid to capture it. Ads are bolder. Messaging sharper. Content shorter.
Whitney Williams, Head of Consumer Brands at TikTok, sees brands navigating the attention economy in real time. And she knows what works.
‘People still give deep focus to content that feels personal, entertaining or genuinely valuable. What’s changed is the time they’re willing to give before deciding if it’s worth it.
‘In the digital world, especially on mobile, you don’t have the luxury of a slow build. You’ve got roughly one to 3 seconds to prove your content is worth watching,’ she explains. ‘And just a few more to convince them it’s worth watching through to the end.’
In video content, that means the opening is everything.
‘A strong hook – whether it’s a striking visual, relatable opening line or emotional cue – immediately signals to a person why they should care. Movement, music and authenticity all play a part.
‘The creators and brands who excel in this space make their message clear from the very first frame and deliver on that promise quickly.’
So who’s getting it right? Are there any standout brands thriving in this new landscape?
‘There are so many great examples of Australian creators and brands who’ve truly mastered the attention economy on TikTok,’ says Whitney.
‘We’ve seen everything. From small businesses in regional towns using humour and storytelling to grow national communities, to major brands experimenting with creator collaborations and leaning into native trends.’
But a standout, according to Whitney, was Dove’s ‘Let Your Body, Body’ campaign – a global remixed track brought to life by the Royal Family Dance Company to launch Dove's body deodorant in a TikTok-first way.
‘It’s a perfect example of a brand leaning into music, culture and creators to meet audiences where they already are,’ she continues.
‘And it was a spot-on brand–creator match: the confidence, authenticity and energy of Royal Family Dance Company embodied everything Dove stands for, which is why it resonated so strongly.’
Of course, grabbing attention is only half the battle. Holding it – and sparking engagement – is what determines how far your content travels.
TikTok’s algorithm is famously good at predicting what users want to see. So what behaviours or signals help the platform decide which content to recommend? And how can marketers use those insights to create more engaging videos?
‘TikTok’s recommendation system is powered by signals that reflect genuine interest – things like how long someone watches a video, whether they finish it, rewatch it, share it or comment on it,’ Whitney explains. ‘It’s less about who you follow, more about what you're interested in.’
For marketers, that means success isn’t about driving broad reach, but about creating videos that truly resonate with a specific audience.
‘When people engage with or watch your content to completion, it says your video is worth showing to more people,’ says Whitney.
‘The best brands use that insight to keep iterating – testing different hooks, story structures and tones to find what their community responds to.’
If attention is the goal, analytics are the compass.
Understanding what keeps people engaged – and why – is often the difference between a one-hit wonder and a scalable content strategy.
‘TikTok’s analytics tools are incredibly valuable for understanding what’s working,’ says Whitney. ‘Metrics like average watch time, completion rate and rewatches reveal whether your content is genuinely holding attention. And comments and shares often tell a deeper story about emotional connection.’
To Whitney, this data is more than a report card – it’s a launchpad for creative optimisation. And it’s why she’s excited about TikTok’s new insights tool, MarketScope.
‘It brings together insights across ads, organic content and search to give marketers a full view of the customer journey – from awareness to consideration and conversion,’ she says.
‘With MarketScope, you can track brand sentiment in real time, identify which creators, keywords or moments are driving the biggest shifts, and pinpoint the touchpoints that truly matter.’
While short-form video offers immense opportunity, not all brands get it right. And for Whitney, the most common mistakes come down to mindset.
‘Some brands approach TikTok like traditional advertising – overproducing videos, dragging out intros or focusing too much on selling rather than storytelling,’ she says. ‘TikTok thrives on authenticity and spontaneity. If your video feels like an ad, people will move on.’
Another misstep? Ignoring the platform’s trends and creative language.
‘You don’t need to jump on every trend,’ she adds, ‘but you do need to understand the tone and rhythm that makes TikToks feel native. Brands that experiment, have fun and trust creators to interpret their message tend to see better results.’
So, what’s Whitney’s final word for marketers looking to cut through?
‘Short-form video has fundamentally changed how brands build relationships,’ she says. ‘Instead of one big campaign moment, it’s about showing up consistently with content that entertains, informs or inspires.’
With people spending more time in discovery mode on TikTok, it’s a space where entertainment and commerce naturally meet. And Whitney has seen brands use creator partnerships and storytelling to turn discovery moments into real business outcomes.
‘My advice is to keep it simple, human and true to the platform,’ she says. ‘Focus on one clear idea per TikTok and make sure the first few seconds count. Work with creators who genuinely align with your brand and let them bring their own voice to the story.
‘Most importantly, don’t overthink it. When you show up as part of the community rather than talking at it, attention follows naturally.’
Want to hear more from the brands shaping the future of marketing? The ADMA Resource Centre is packed with insights from leaders at The Iconic, Qantas, Meta, Tourism Australia and more. Take a look.