Is your marketing strategy optimised for an old TikTok behaviour? As two-thirds of Gen Z abandon traditional search engines for TikTok, brands relying on "viral lottery" tactics are facing a structural relevance crisis. Dulya Wijeratne of Cult Creative joins the show to reveal why the era of the "commercialised" platform is ending and how the shift to “visual proof” is redefining consumer trust. 

Learn More About: 

• The Visual Proof Pivot: Why Dulya thinks that Google is losing the trust war and how TikTok’s "social proof" from real people is replacing traditional SEO for high-intent queries.

• The Resonance Metric: Why views and likes are now considered "hygiene factors" and how to optimise for the three discovery metrics that actually indicate long-term brand equity.

• The Lottery Trap: Why achieving a viral moment is a "wasted win" without a pre-planned “value capture strategy” to change audience behaviour within a 14-day window.

• Beyond the Trend: How to move from "trend-heavy" to "intent-heavy" content by identifying the specific emotional triggers that drive 95% of B2B and B2C decision-making.

• The Creator Moat: Why polished brand advertisements are failing to build authority and how to leverage a "pool of trusted creators" to speak on behalf of legacy brands.