The TikTok phenomenon: An exploratory study of how Targeted Short-Form video is meeting the needs of social media users. What does this mean for brands?

Abstract

As TikTok continues to gain traction amongst social media users, brands are challenged with ways to effectively communicate with consumers on the platform. With growing academic interest in TikTok the goal of this exploratory study was to determine the needs that TikTok's targeted short-form video content meets in order to inform digital content strategy. By understanding these needs, brands can work towards piecing a digital content strategy that is geared towards building brand resonance. The study comprised of six Millennials and Generation Zs who are active TikTok users based in Johannesburg, South Africa. Through semi-structured one-on-one interviews, the researcher was able to gain an in-depth understanding of the topic and provide insights that can guide content strategy for marketers looking to include TikTok in their social media strategy. The research revealed TikTok’s potential as majority of participants had been influenced to purchase a product/service they had seen on platform, nevertheless, the data also highlighted brands’ overall ineffectiveness in leveraging the platform. This demonstrates the value and necessity for scholarly research surrounding TikTok in the field of marketing.