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Authors
Advisor(s)
Abstract(s)
Over the last years, what began as a dancing and lip-syncing app, is now one
of the most revolutionary social media platforms for businesses. TikTok is the first
algorithm-driven app that allows creators to reach an audience beyond their
followers. Its features make the platform advantageous for businesses with low
visibility and budget. The purpose of this dissertation is to explore how short video
marketing on TikTok is strategically employed by small businesses. Starting from
the literature review, which is focused on short video marketing and TikTok, the
author was able to conduct interviews with fifteen small business owners to
analyze their experience with the platform. Taking into consideration the research
and the analysis, it is evident that the TikTok algorithm offers a powerful
environment for small businesses with low reach and resources to promote their
product or service to a broader audience. Within the main outcomes of the study,
the author was able to identify that genuineness and closeness are what work
better with the community of TikTok. While through other platforms, businesses
captivate the users by exhibiting products, on TikTok, businesses catch users by
entertaining them with stories and experiences. By simply analyzing TikTok’s
insights they are able to measure their performance on the platform. Certainly, the
results show that by staying close to the target, entertaining them, and following
trends on TikTok, small businesses can increase their sales, clients, and reach.
Description
Keywords
Short video marketing TikTok Small business Digital marketing Social media