A Harvard Business Case analyzing how TikTok revolutionized digital marketing through AI, entertainment, and cultural connection, redefining how brands reach audiences.
About the Case
TikTok’s meteoric rise reshaped the global social media landscape. Its AI-driven “For You” feed replaced the need for social graphs, transforming how users discover content. This case explores how TikTok became both a marketing powerhouse and a cultural phenomenon, blurring lines between entertainment, community, and commerce.
My Approach
In this case, I analyzed how AI, creator culture, and community-driven engagement made TikTok a global disruptor. My focus was to understand what differentiates TikTok from other platforms, and how its algorithm changed how brands, creators, and users interact.
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AI-Driven Personalization – A feed powered by engagement, not social connections.
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Cultural Disruption – Redefining content creation and consumption habits.
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Influencer-Led Storytelling – Authentic collaborations that feel organic, not transactional.
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Competitive Evolution – Inspiring platforms like Instagram Reels and YouTube Shorts.
Super App or Supernova
TikTok transformed how brands communicate, from static storytelling to dynamic participation, proving that AI, creativity, and culture can coexist seamlessly.
Strategic Highlights
TikTok’s success lies in its ability to blend technology and creativity. It’s not a social network, it’s an entertainment ecosystem driven by participation, discovery, and emotion.
TikTok’s algorithm curates content based on engagement behavior, creating highly addictive, personalized experiences.
From Nike to Flipkart, brands use challenges and trends to generate viral reach through authentic, user-generated participation.
TikTok’s rise forced Instagram, YouTube, and Meta to evolve, sparking the creation of Reels and Shorts.
While TikTok expanded rapidly, it faced challenges from privacy concerns, regional bans, and monetization sustainability.