#E173 – From Broadcast to Participation: The TikTok Shift

In this episode of Inside the Creator Economy, we sit down with Elin Palmelius from TikTok Nordics to unpack what’s actually changing – not just on the platform, but in how brands think about creativity, audiences and growth.
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PODCAST32 min | Season 11 | Episode 173
Play on Spotify

Over the past few years, TikTok has evolved from a fast-moving challenger to a core part of the media mix, redefining everything from content formats to the path to purchase. But the real shift goes deeper than that.

We’re moving from a world where brands broadcast, to one where they’re expected to participate. Where discovery, consideration and conversion can happen in seconds. And where relevance is no longer owned by the brand, but shaped in real time by communities.
We cover:
32 min | Season 11 | Episode 173
Why TikTok has moved from “nice to have” to a true business driver
What Gen Alpha expects from brands, and why they don’t just consume content, but shape it
How the definition of “good creative” is changing, and why less polished often performs better
What “organic branding” really means, and how brands can show up in a way that feels native, not interruptive
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