From TikTok to Metaverse: The future of content strategies and the new era of digital marketing

Abstract

We live in a time when the experience of those on the other side of the screen has become the true focus of digital communication. This article explores the evolution of content strategies in marketing, from the impact of short-form videos on TikTok to the emergence of the metaverse and the growing role of artificial intelligence. The analysis seeks to understand how brands can adapt to these changes and meet the expectations of an increasingly demanding audience. Throughout the text, it highlights both opportunities and threats, such as content superficiality, technological dependency, and digital exclusion. The study emphasizes the power of technology to reshape the relationship between brands and people, while proposing a critical look at the ethical risks involved. The main aim is to reflect on how to innovate responsibly, balancing creativity and authenticity in a more human, conscious, and experience-centered approach to digital marketing.