TikTok says the creator economy is accelerating as culture, community and commerce merge into a single ecosystem, with impact increasingly measured by content-influenced sales rather than views alone.
In a new white paper, the platform argues that creators now play a direct role in driving purchasing decisions, making social commerce a growing pillar of the digital economy across Asia-Pacific. Fast-growing sectors include gaming, childcare, consumer electronics and health.
Ng Chew Wee, TikTok’s Head of Business Marketing for Asia-Pacific, said creator marketing has shifted from pure creativity to performance-driven strategy, with raw, emotional and imperfect content proving more effective than overly polished messaging.
The report highlights authenticity as a core consumer expectation. About 76% of consumers want brands to be more authentic, while authentic content can influence up to nine in ten purchase decisions—three times more effective than trend-led or hype-driven content. Practical formats such as product demos, real reviews and before-and-after comparisons play a key role.
In Thailand, audiences respond strongly to conversational, friendly content, with engagement levels around 20% higher than the regional average. Authentic content also drives action across the funnel, with 76% of consumers more likely to search, click or add products to their basket after engaging.
TikTok said creator-led content delivers engagement rates 1.6 times higher than traditional advertising, while creator incomes are rising rapidly. In the third quarter of 2025, the number of creators earning through TikTok One jumped 1,267% year-on-year.
The company concluded that brands able to connect creators, content and commerce into one ecosystem will be best positioned to turn authenticity into long-term growth.