How social shows and world building are shaping the future of TikTok
Watch our 90-minute deep dive master class with Nonsensical’s CCO Sam Gillies as he delves into the new evolution of TikTok, exploring how the future of TikTok is being shaped by TV and what brands need to do to stay relevant in this new entertainment-first world.
TikTok has evolved from trends and dances into a new era where brand TikTok’s are becoming shows including recurring characters, settings, and stories that audiences keep coming back to.
Watch the replay and check out our summary below.
Here are our key takeaways:
TikTok keeps evolving
TikTok has evolved through various eras where brands have become category leaders around certain styles of content. The latest entry is now social shows.
Avoid the sea of sameness
The penguin problem: In a sea of sameness, every brand waddles the same way and all that….
With each new era comes the same problem – how do you do something different to stand out?
Is attention enough anymore?
Virality doesn’t build memory, loyalty or culture on its own. The feed moves too fast and audiences forget you 10 minutes later. We need something deeper than reach.
World building is how brands can build a community
World building is a consistent universe with recognisable recurring characters, settings, and storylines.
Brands can engage audiences more effectively and encourage them to return for more content.
Social teams of the future are going to be different
To build world’s we need to think more like a TV production.
The new hires social teams need to think about in 2026 are: scriptwriters, comedians, show runners, directors, lore keepers…
Opportunity: The best world’s mirror the audience
Understand the genres and content styles that resonate with your target audience.
Whether it’s mockumentaries, dramas, horrors, or reality shows, tailor your content to fit the preferences and interests of your viewers.
Worry about creating virality first then brand harder later.
The idea is to first develop content that captures attention and engages your audience, they will then be happier to see your brand in there over time once that relationship has formed.
Stop making commericals, be the show
Stop creating commercials and instead focus on creating engaging, show like content that resonates with audiences.
Looking for more webinars on the best TikTok insight?
- How To Grow and Keep Growing Your TikTok Community
- How To Drive Sales During Peak Season on TikTok
- How To Be Reactive on TikTok
- How Fashion Brands Win on TikTok Shop
- How To Build A Brand Organically on TikTok
- How To Build An Effective Organic TikTok Strategy
- How To Do TikTok SEO In 2025
- How To Win On TikTok In 2025
- How To Win On TikTok Shop: Best Practices
- How To Create TikTok Ads That Convert
- Mastering TikTok Influencer Partnerships with Semrush
- How To Build Scalable Content Ideas
- How To Find The Right Tok on TikTok
About Nonsensical.
We’re a TikTok agency based in the UK who work across strategy, organic, influencer, paid and TikTok Shop.
You can find more TikTok insight from us in our Substack – The TikTok Sauce.
