Industry Tips & Tactics 

Marketing is shifting faster than most organisations can keep up with. Algorithms reset quarterly, culture resets daily, and consumers no longer behave like audiences,  they behave like communities. In this environment, the old marketing playbook cracks under pressure.

Here's what you'll find inside: 

• Marketing systems are breaking because they can’t keep up with real time culture, fragmented attention, and consumers who behave as communities rather than passive audiences.

• Organizational silos and outdated KPIs force brands into reactive, culture blind marketing instead of meaningful participation in cultural moments.

• Separating brand and performance teams weakens growth, as demand creation and demand capture now need to operate through one unified narrative and engine.

• Cultural impact has become the new growth metric, measured through influence, community engagement, sharing velocity, and advocacy, not just reach or clicks.

• Future growth is decentralized and creator led, with social traffic converting best on contextual, creator-shaped PDPs and CMOs evolving into cultural architects who build and operate these ecosystems.

This report explores three major trends shaping Brand Advocacy as we head into 2025. 

Trend #1 – Creating a Category on TikTok Shop

• Luxury brands are now finding success with tailored strategies that embrace TikTok Shop's entertainment-driven ecosystem.
• Use exclusive, limited-time offers and product bundles to create a sense of urgency and drive conversions.
• Embrace TikTok Live to connect directly with your audience, showcase products, answer questions, and build trust.

• Authenticity is paramount. Empower your advocates to tell real stories about how they use your products in their daily lives.
• Recognize and reward your brand fans. Make them feel valued and part of the brand's journey.
• Embrace transparency. Feature customer reviews, photos, and feedback to build trust and credibility.

• Move beyond traditional product promotion. Focus on lifestyle-driven stories that show how your brand fits into your advocates' lives.
• Create "trend squads" – advocates who can quickly jump on trending topics while maintaining the brand's authentic voice.

This report dives into the latest strategies brands are using to captivate modern shoppers in the age of Social Commerce. 

Here's what you'll explore: 

• Live Commerce is exploding. Learn how to create personalized shopping experiences powered by AI, develop captivating shoppable videos, and use gamification to boost engagement and sales. After all, 4 out of 5 people are likely to purchase after watching a Live Stream.
• Discover how to harness the power of #TikTokMadeMeBuyIt (with 78 billion+ views) and TikTok Shop to reach a massive, highly engaged audience.
• 78% of consumers are more likely to buy from brands with strong communities. Learn how to cultivate thriving fan communities that create UGC, and leverage private digital spaces to empower your fans.
• Nano-influencers are your secret weapon. Explore how to collaborate with these trusted voices to create compelling content and drive conversions. 

Sponsored by Duel, the Building Brand Advocacy podcast unravels the secrets behind the top 1% of brands - those cultivating communities, harnessing and empowering them to deliver results at scale, and driving word-of-mouth and Advocacy.