TikTok is no longer a channel you test. It’s a platform shaping how brands build relevance. 

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. 

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 dive into: 

• 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  

Because the real question isn’t whether brands should be on TikTok – it’s whether they’re ready to let go of control, and actually become part of the culture they want to reach.