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July 31, 2025Deleted Journal

The TikTok Illusion: A Systematic Review Why Short-Form Video Marketing is Overhyped and Unsustainable for Brands

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Authors

THTri Handayanti

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Overview

Systematic review reveals limitations of short-form video marketing in brand development, highlighting challenges posed by algorithm and content fatigue.

Key Points

  • TikTok's rapid growth influences brand investment in short-form video marketing but may lack long-term sustainability.
  • The systematic literature review included 20 articles focusing on TikTok's algorithm impact and marketing analysis.
  • Findings show that marketing effectiveness is often measured by surface metrics like views and likes, lacking depth.
  • Brands are encouraged to diversify their digital strategies beyond short videos for lasting engagement.

Cite This Study

Tri Handayanti (2025) studied this question.

synapsesocial.com/papers/689a094be6551bb0af8cf494https://doi.org/10.61787/knh3kg43
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