TikTok as a marketing tool

Eleonora Mordovina

Bachelor's thesis

Abstract:

Today, the Internet has become an integral part of every person's life: from communication to shopping in online stores. The basis for communication in the 21st century has become social networks, in which most people spend a significant amount of time. Today, social networks are used by the audience not only for the purpose of communication, but also for the purpose of exchanging information about goods or services. Thus, social platforms have become an effective digital tool, because marketers and companies have received many advantages, including the choice of the target audience, the ability to set a budget, the ability to influence the consumer, and much more. The most famous platforms are Instagram, YouTube, Twitter, Facebook. The topic of social networks as digital marketing tools is very often touched upon in current scientific papers. Not so long ago, such a social network as TikTok entered the world level. Between 2019 and 2020, Tik-Tok has been a huge success and continues its growth trend. Based on official statistics, it is worth noting that the platform has about 689 million active users and over 33 million downloads as of January 2021. The main task of the platform is to create short videos. For each user, an algorithmically generated feed of various videos is available. This network differs from others in its user-friendly interface, ease of perceived content and a wide range of advertising tools. The purpose of the work is to consider the social network TikTok as a marketing tool and analyze the practical application of this site in promoting companies: to study the features of the use of TikTok in the marketing strategies of corporations, namely the promotion tools on this platform, the key advantages of using a social network. As an analysis of the use of platform tools in practice, the paper considers an example of promoting a company through TikTok.

Abstract:

Today, the Internet has become an integral part of every person's life: from communication to shopping in online stores. The basis for communication in the 21st century has become social networks, in which most people spend a significant amount of time. Today, social networks are used by the audience not only for the purpose of communication, but also for the purpose of exchanging information about goods or services. Thus, social platforms have become an effective digital tool, because marketers and companies have received many advantages, including the choice of the target audience, the ability to set a budget, the ability to influence the consumer, and much more. The most famous platforms are Instagram, YouTube, Twitter, Facebook. The topic of social networks as digital marketing tools is very often touched upon in current scientific papers. Not so long ago, such a social network as TikTok entered the world level. Between 2019 and 2020, Tik-Tok has been a huge success and continues its growth trend. Based on official statistics, it is worth noting that the platform has about 689 million active users and over 33 million downloads as of January 2021. The main task of the platform is to create short videos. For each user, an algorithmically generated feed of various videos is available. This network differs from others in its user-friendly interface, ease of perceived content and a wide range of advertising tools. The purpose of the work is to consider the social network TikTok as a marketing tool and analyze the practical application of this site in promoting companies: to study the features of the use of TikTok in the marketing strategies of corporations, namely the promotion tools on this platform, the key advantages of using a social network. As an analysis of the use of platform tools in practice, the paper considers an example of promoting a company through TikTok.

Keywords

Marketing, marketing company, promotion, social media promotion, bloggers, marketing tools, audience reach.

Language used: English

Date on which the thesis was submitted / produced: 2. 5. 2023

Thesis defence

• Date of defence: 12. 6. 2023
• Supervisor: doc. Giuseppe Maiello, Ph.D.
• Reader: PhDr. Ladislava Knihová, Ph.D.

University of Finance and Administration

Bachelor programme / field:
Marketing Communication / Marketing Communication