You may or may not be surprised to hear that 67% of TikTok users say they’ve bought something they weren’t even shopping for—just because they saw it on their feed.

In a world shaped by algorithms, AI, and always-on connectivity, the traditional marketing funnel that many have lived and died by isn’t just outdated, it’s fundamentally at odds with how modern discovery and decision-making actually works. And brands are noticing, because when it comes down to connecting with people, it is no longer about moving people through a funnel—it’s about keeping them in the loop.

It’s how the Nike SNKRS app has turned a drop into a scavenger hunt: AR, geolocations and personalised push notifications, Nike is transforming shopping into a game, and shoppers into its players. It's why Gymshark’s London flagship store isn't built around racks of clothes, but around workout classes, meetups, and live events. This is how brands are creating a self-sustaining cycle of engagement rather than a linear march to conversion—the brand world becomes the real world. Gymshark and Nike are engaging consumers as dynamic participants, rather than passive recipients.

The loop is run on compounding influence—each interaction amplifies both reach and credibility. For CeraVe, breakout growth didn't come from an OOH billboard campaign, but from #TikTokMadeMeBuyIt phenomenon: dermatologists and influencers casually recommending their products in GRWM videos. No polished ad—just real people sharing 30-second skincare routines, promoting instant purchase and inspiring others to do the same. The cycle feeds itself. Awareness wasn’t engineered by the brand—it emerged organically from the community and a whole new wave of content was born. And with frictionless checkout via TikTok Shop, there’s no time for second-guessing—just scroll, see, buy—effectively bypassing the funnel all together.

The old funnel moved people toward a purchase; today’s most successful brands move with their audiences—meeting them in the moment, on their terms, and turning every interaction into an invitation to engage again. Sitting at the intersection of entertainment and commerce, TikTok is the blueprint for this shift that’s happening.

Awareness happens through AI-powered happy accidents, consideration thrives through participation—comments, shares, stitched videos—and purchase decisions are made mid-scroll at midnight. Interest isn't built gradually—it spikes emotionally. A viral video doubles as entertainment and endorsement, collapsing interest, consideration, and purchase into a single moment.

As the people in the business of rebranding or refreshing brands, the key takeaway from the loop is clear: in a world where discovery is constant and decision-making is instant, sustained growth comes not from forcing transactions, but from fuelling participation.