Sustainable Development Strategy for Social Media Marketing: Taking TikTok as an Example

Social media marketing is one of the key topics of research today. Researchers have found that social media marketing continues to make progress, but there are still research gaps on social media marketing strategies. Therefore, in order to deeply explore the sustainable development of social media marketing strategies on the TikTok platform and verify its effectiveness through actual cases and data analysis. By analyzing the cases of different brands and content creators on TikTok, this article will look for common success factors and strategies. This article adopts a case analysis method to collect cases from different brands and content creators on TikTok and analyze their successful practices in content creation, interaction methods and brand communication. The research results show that: (1) Brands should continue to pursue content innovation and continue to invest in attracting and retaining audiences. (2) Social media can continue to introduce artificial intelligence and machine learning to provide users with a better experience. This article provides theoretical support for social media marketing.