TikTok is no longer just a platform for viral moments; it’s a strategic growth engine shaping brand trust, commerce, and customer loyalty worldwide. According to Brandwatch’s ‘State of Social 2026’ report, the global social media landscape is undergoing a fundamental shift. Trust in brands is eroding, traditional advertising is losing effectiveness, and consumers, not just marketers, have power over the success of narrative. Nowhere is this more evident than on TikTok.

For global brands planning their 2026 social media strategy, TikTok presents both a major opportunity and a significant risk. Success depends on understanding how consumer expectations, influencer credibility, AI adoption, and social commerce are evolving.

1. Why TikTok matters more than ever in 2026

Brandwatch data shows that brands initiate less than 1% of brand-related conversations online. The remaining 99% happens organically, often on TikTok, where consumers discuss products, pricing, service experiences, and brand values without brands in the room.

For global organisations, this means TikTok is no longer a “top-of-funnel” channel. It directly influences:

• Brand reputation and trust
• Purchase decisions
• Customer advocacy and boycotts
• Long-term loyalty

In 2026, it’s clear that TikTok is where brand perception is built, challenged, and defended in real time.

2. Trust is the core TikTok KPI

Brandwatch highlights a widening trust gap between brands and consumers, driven by unmet expectations and a lack of transparency.

Mentions of hidden fees and extra charges increased 40% in 2025, while de-influencing conversations surged 79% as consumers actively warned others about disappointing products.

On TikTok, these conversations scale globally within hours.

What this means for brand leaders

• Marketing promises must match real-world experiences.
• Transparency now drives performance, not polish.
• Credibility outweighs reach

Global brands that openly communicate pricing, product limitations, and operational realities are being rewarded with peer-to-peer advocacy, one of TikTok’s strongest growth levers.

3. Social commerce is built on credibility

TikTok Shop is now outpacing Amazon, signaling a structural shift in global e-commerce behavior. Consumers increasingly trust creator-led product discovery over traditional retail listings.

However, Brandwatch also reports:

• Calls to boycott surged 95% in early 2025
• “Do not buy” posts reached 836,000 mentions in six months.

This highlights a critical reality for global brands: Social commerce success depends on post-purchase trust, not just conversion.

Strategic implications

• TikTok Shop content must set realistic expectations.
• Returns, refunds, and delivery policies must be transparent.
• Customer experience is inseparable from social strategy.

4. Deinfluencing & authentic influencer marketing in 2026

Influencer marketing remains powerful; 74% of consumers still purchase based on creator recommendations, but the rules have changed.

Brandwatch found:

• Influencer conversations grew 20%
• Mentions of authenticity increased 66%

What works for global brands

• Micro-influencers with niche, engaged communities
• Clearly disclosed partnerships (#ad, #spon)
• Long-term creator relationships over one-off campaigns

In regulated industries like finance, trust and disclosure are non-negotiable. In CPG (Consumer packaged goods)and lifestyle sectors, relatability drives stronger conversion.

5. From interruption to value creation

Brandwatch reports that 54% of ad-related online conversations express anger, with nearly 90% of clickbait mentions classified as negative. For decision makers, this signals a clear shift: Traditional attention-grabbing tactics now erode brand equity.

High-performing TikTok advertising in 2026

• Native, creator-style execution
• Immediate value (education, entertainment, utility)
• Transparent messaging and targeting

TikTok users want discovery, but on their terms. Brands that respect attention and deliver relevance outperform those relying on aggressive paid reach.

6. AI on TikTok: Innovation without losing trust

AI adoption is accelerating across industries, but Brandwatch highlights growing consumer anxiety around:

• Data privacy
• Job displacement
• Environmental impact
• Loss of human connection

On TikTok, AI influencers and tools can drive engagement and sales, but only when used transparently.

Executive guidance

• Disclose AI-generated content clearly.
• Use AI to enhance creativity, not replace human voices.
• Position AI as supportive, not authoritative.

Consumers accept AI when it delivers genuine value. They reject it when it undermines trust.

7. Mindful engagement: The next competitive advantage

Brandwatch data shows rising digital fatigue:

• Mentions of anxiety linked to social media increased 25%.
• Digital detox conversations continue to grow.

For global brands, this creates an unexpected opportunity.

TikTok strategies that build long-term trust

• Less intrusive, more intentional content
• Campaigns that acknowledge screen fatigue
• Permission-based engagement over constant visibility

Brands that prioritize well-being over attention metrics are earning deeper loyalty and sustained engagement.

8. How global brands should use TikTok in 2026

Brandwatch’s platform analysis confirms that TikTok's success depends on authentic participation, not dominance.

TikTok best practices for 2026

• Join trends, don’t control them.
• Invest in consistent, native content.
• Partner with creators who already align with your values
• Treat community feedback as strategic insight

Nescafé’s recent TikTok campaign, generating 3.4 million views, shows how education-led, entertaining content resonates with younger global audiences.

Key takeaways for brand decision makers

In 2026, TikTok is not just a marketing channel; it’s a trust ecosystem.

Global brands that succeed will:

• Lead with transparency and honesty.
• Build creator partnerships rooted in credibility.
• Design value-first advertising experiences.
• Use AI responsibly and human-first.
• Respect consumer well-being and attention.

As Brandwatch’s State of Social 2026 report makes clear, trust is now the most valuable currency in social media. For brand leaders, TikTok isn’t optional. It’s where reputation, relevance, and revenue intersect. Understanding TikTok’s role in 2026 is only the first step. The brands that win are the ones that turn social intelligence into action, before trends become table stakes.

If you want to:

• Identify where trust is breaking down in your category.
• Understand what your customers are saying in the 99% of conversations you don’t control.
• Build a TikTok strategy rooted in real consumer insight, not assumptions.
• Stay ahead of de-influencing, ad fatigue, and shifting creator dynamics.

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