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.