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New research shows that TikTok videos over one minute get 63.8% more watch time than those between 30-60 seconds. As TikTok’s algorithm prioritizes engagement, longer-form content is proving to be a bigger opportunity for creators and brands.
US shoppers spent $700 on TikTok Shop last year
A new PartnerCentric report shows that TikTok Shop is growing fast, with Gen Z leading the charge.
Key stats:
Shoppers under 60 spent an average of $708 on TikTok Shop in the last year.
The most common purchases? Personal accessories and household items.
Nearly 25% of purchases were impulsive, and 24% of shoppers regret at least one buy – mostly due to quality issues.
Influencers hold massive sway – shoppers are willing to spend $95 on average if a trusted creator recommends a product.
Brands are leaning into TikTok Shop’s Super Brand Day sales, with companies like E.l.f. Cosmetics leveraging viral product drops to drive sales. Meanwhile, TikTok’s future remains uncertain as lawmakers push ByteDance to sell or face a US ban.
For now, TikTok Shop is only getting bigger, with Black Friday sales tripling year over year to $100M.
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Lululemon bets on resale with pilates pop-ups and influencers
Lululemon is expanding its resale program, Like New, by turning secondhand shopping into an experience.
At SXSW, the brand hosted a two-day Pilates pop-up in Austin with free workouts, sauna sessions, and influencer-curated collections of secondhand gear. Some classes even had 300-person waitlists.
Why it matters:
Keeping resale in-house – Instead of losing sales to Poshmark or Depop, Lululemon is building its own ecosystem.
Boosting resale credibility – Letting shoppers touch and try on resale items removes the stigma around secondhand shopping.
Encouraging trade-ins – Customers can swap old Lululemon pieces for $5-$25 in store credit.
The bigger trend
The resale market is booming – ThredUp predicts it will hit $367 billion by 2029, outpacing traditional retail growth. Nearly half of shoppers say they’re more likely to buy from brands that offer resale incentives.
With Like New now powered by resale platform Archive, expect more in-person resale pop-ups and digital upgrades from Lululemon soon.
Creator contracts are evolving to address AI risks
As AI tools become more common in content creation, brands and agencies are rewriting contracts to avoid legal and brand safety issues.
What’s changing?
AI disclosure clauses – Some brands now require creators to disclose if they’ve used AI, while others ban AI-generated content unless pre-approved.
Brand safety concerns – Companies worry about AI-generated content pulling from copyrighted material.
Legal gray areas – AI content isn’t always copyrightable, meaning brands may not own the rights to AI-assisted work.
Nearly 50% of creators use AI for writing, editing, and ideation. As AI gets further integrated into content production, contracts are shifting from a simple yes/no AI disclosure to a detailed breakdown of AI’s role.
Brands want transparency and legal protection as AI transforms content creation. The industry is moving fast, but without proper safeguards, brands risk copyright headaches down the line.
We’re also reading
Business Insider – How influencer Emma Chamberlain planned to grow her coffee brand to $33M in revenue this year
TechCrunch – Buy now, pay later…for a burrito?
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