- How do these trends reflect broader changes in consumer behaviour beyond TikTok? Are they specific to the platform, or do they signal larger industry movements?
The concept of Brand Chem is about creating a deep emotional connection between brands and their audiences. This isn’t just a TikTok-specific trend; it’s part of a larger movement in the digital space where consumers are increasingly gravitating toward brands that resonate with them on a personal level. It reflects a broader shift in consumer behaviour that is being driven by the need for more personalised and interactive experiences. As consumers become more attuned to content that feels authentic and aligns with their values, they expect brands to not only engage them but to do so in a way that fosters meaningful connections.
It also signals a wider industry shift where brands are moving away from traditional, one-size-fits-all advertising approaches. Instead, they are leveraging data and online media tools to deliver highly relevant, tailored experiences. On TikTok, this means tapping into both the emotional and social aspects of the platform to create content that feels more like a conversation than a sales pitch. Brands that can align with their audiences; cultural and emotional touchpoints, fostering a sense of belonging, will stand out not just on TikTok but across other platforms as well.
- With AI-generated avatars and automated ad scripts becoming more popular, how can brands ensure they maintain authenticity and human connection with their audiences?
AI-generated avatars and automated ad scripts are revolutionising content creation without compromising authenticity or human connection. When used creatively, AI can enhance these elements by making content more personalised, engaging, and aligned with consumers’ interests.
TikTok has played a key role in shifting the perception of AI from a sci-fi concept to a practical, engaging tool for everyday life. Through features like Symphony Assistant, users and brands alike can streamline their creative process by generating ideas, writing scripts, and receiving content suggestions tailored to their needs. Leveraging our Creative Center, users and brands are also able to identify trends and top ads in different markets. Rather than replacing human creativity, AI acts as a stepping stone, helping brands and creative partners scale their efforts and drive efficiencies. By reducing time spent on repetitive tasks like trend analysis or content structuring, Symphony Assistant empowers teams to focus on storytelling and innovation at greater speed and scale.
Brands can maintain authenticity by ensuring that their AI-generated content remains aligned with their voice, values, and audience preferences. For instance, tools like Symphony Creative Studio, which helps brands quickly create dynamic ad creatives while also staying attuned to trending content. The new script generation feature further enhances this, allowing brands to develop engaging video scripts efficiently — providing inspiration without sacrificing originality.
Meoky, for example, successfully used this tool to produce multiple creative variations of their ads, which resulted in higher engagement and improved return on ad spend (ROAS). This shows that AI can enable brands to scale their creativity and increase their connection with audiences by tapping into what resonates most in real time.
AI enriches storytelling with real-time insights or creative remixing, adding depth and relevance to brand messaging. Balancing between automation and human connection helps brands stay authentic while leveraging AI’s possibilities to strengthen consumer connections.
- What are some examples of brands that have successfully leveraged these new trends, particularly in building trust and engagement?
One standout example is Vietnamese budget airline VietJet, which sought to scale its marketing efforts while maintaining cost efficiency and expanding its global reach. By using Symphony Custom Avatars, VietJet was able to create digital representations of their brand ambassadors, ensuring these avatars reflected key traits aligned with their brand image. This allowed the airline to communicate with audiences more inclusively, as the avatars could speak in multiple languages, offering personalised messages for both English and non-English-speaking audiences.
This innovative approach not only helped VietJet broaden its global presence but also resulted in tangible business outcomes. By engaging audiences with avatars that resonated with their brand values and spoke their language, the airline saw an uplift in ad recall and brand consideration. The use of custom avatars helped build trust with a diverse and international customer base, making the content feel more personal, relevant, and accessible. Another strong example is DBS Bank, which leveraged AI-powered content creation to deepen engagement with younger audiences. Through its TableTok campaign, DBS, a TikTok One partner, created engaging, relatable content that simplified complex financial topics. By presenting financial literacy in an entertaining and digestible format, the campaign successfully demystified banking for younger consumers, driving strong engagement and brand trust. This approach not only increased interaction but also reinforced DBS’ position as an innovative and customer-centric bank.
