Deloitte and TikTok Release Whitepaper Featuring Insights from NewtonX and Kantar

Deloitte Digital has released a new whitepaper, Short-Form Content, Long-Term Impact, in collaboration with TikTok and drawing on research from NewtonX and Kantar. The report explores how TikTok is reshaping consumer discovery, driving conversions, and cultivating loyalty that lasts well beyond campaign windows.

Read the full whitepaper on Deloitte Digital →

NewtonX surveyed senior marketing decision-makers worldwide on how they evaluate TikTok’s role across the funnel. Findings show:

• 98% value long-term goals, but many default to short-term KPIs
• 74% see TikTok as effective at winning customers from competitors; 82% say it reaches new category users
• 42% consider Marketing Mix Modeling (MMM) the most credible way to measure long-term impact

These findings show how marketers are rethinking their playbooks — recognizing TikTok not just as a driver of reach, but as a platform for customer acquisition, loyalty, and sustained brand growth. By combining NewtonX’s B2B marketer insights with Kantar’s consumer research and Deloitte’s strategic expertise, the whitepaper offers CMOs and brand leaders a full 360° view of how short-form content creates both immediate impact and long-term value.