The TikTok Effect: Designing Content for the Scroll-Stopping Generation

By Lori Jones, President & CEO of Avocet Communications

Key Takeaways:

• Short-form, trend-driven content is essential, even for B2B brands.
• A strong brand stance cuts through noise and builds loyalty, when done authentically.
• Sound-first creative (not silent!) is the new baseline for video.
• Storytelling isn’t just for long-form anymore. Six seconds can change the game.
• Polarization isn’t the enemy; irrelevance is.

I remember when “short-form video” meant a 30-second TV spot. Fast-forward to today (pun fully intended!) and we’re living in a world where six seconds is generous. TikTok didn’t just change how we consume content. It reprogrammed our expectations. And no, this isn’t just about Gen Z dance trends. This is about B2B, SaaS, aerospace, and yes, even accounting software.

We’re marketing in a swipe-up, scroll-past, sound-on world. And to thrive in it, brands must master the new rules of engagement: brevity, boldness, and belonging.

Short Form, Big Impact

Short-form video isn’t just a trend; it’s a fundamental shift in how people consume content. Today’s audiences are conditioned to absorb stories in six-, 15-, or 30-seconds. These bite-sized bursts of content aren’t just for entertainment; they’re becoming essential tools for brand awareness, education, and conversion. Whether it’s a quick product demo, a snappy behind-the-scenes moment, or a rapid-fire customer testimonial, short-form formats are proving more engaging and memorable than traditional long-form video.

For marketers, this means rethinking the message hierarchy: prioritize clarity, emotion, and value delivery fast. Because when attention is the currency, brevity is power.

Sound-First Strategy: Don’t Let Silence Kill Your Story

One of the most overlooked elements in modern marketing is sound. TikTok, Reels, and Shorts taught us that audio isn’t just background; it’s strategy.

• Trending songs lend credibility and virality.
• Narration adds personality to your brand.
• Sound cues increase retention and guide user attention.

Sound gives short-form content rhythm. It’s how your content feels, not just how it looks. Brands must start treating audio like a creative asset, not an afterthought.

The magic formula? Brand voice + cultural fluency + strategic intent. You don’t have to dance. But you do have to participate.

The Power of Stance in a Polarized World

Here’s the hard truth: playing it safe is the riskiest move you can make.

Today’s audiences, especially younger professionals, expect brands to stand for something. But the trick is doing it with clarity, not conflict.

At Avocet, we guide clients through a Brand Standpoint Framework:

1. Anchor to Purpose: What truth does your company believe in?
2. Show, Don’t Shout: Demonstrate your stance through actions (employee initiatives, partnerships, sustainability).
3. Be Specific, Not Political: Avoid vague platitudes, but don’t turn every statement into a soapbox.
4. Dialogue Over Monologue: Use content to invite conversation, not just broadcast opinions.

Your brand voice must be as brave as your business ambitions. Because in a hyper-polarized, hyper-connected world, bland is the only thing guaranteed to offend.

Action Items for CMOs and Business Leaders

1. Audit your video library: What percentage of your content is under 30 seconds? If it’s less than 50%, it’s time to trim.
2. Develop a trend pipeline: Assign someone on your team to monitor trending audio, hashtags, and formats weekly.
3. Incorporate sonic branding: Develop custom audio cues, sounds, or phrases that reinforce brand identity.
4. Test micro-content on B2B platforms: LinkedIn, YouTube Shorts, and even Reddit are ripe for short-form experimentation.
5. Craft your brand stance: Write down in one sentence what your brand believes in—and pressure-test it with your team.

Questions to Ponder:

• If your audience saw your latest video with no visuals, would they still know it’s yours?
• What’s the one thing your brand unapologetically stands for?
• Are you listening to the scroll or just hoping to stop it?
• Do your internal brand values translate into external expressions?

Whether you’re leading a global brand or launching a startup, the rules of modern marketing have changed. But the goal remains the same: connection. And today, connection lives in the swipe, in the sound, in the stance.

If you’re ready to speak TikTok, but in your brand’s native language, let’s talk. Because at Avocet, we don’t just chase trends. We create movements.