Promptly shifting the digital scene, branded short video platforms like TikTok have flexed their masses of media resources to design new methods of reaching the audience. In this article, I discuss the ways TikTok is associating brands, content creators, and customers, thereby increasing marketing efficiency levels. The main focus, using the theory of multisided platforms and observing the pattern of consumer behavior on TikTok, exposes the fact that its data-driven algorithms, influencer marketing, and other "network effects" are the driving forces of modern digital marketing. On the whole, multisided effects analysis concludes that TikTok's multisided effects have a significant positive impact on brand marketing due to the available precise targeting, interactive content formats, and influencer engagements that TikTok is one of the new trends gaining in popularity among digital marketers, you should be fine with some change. For TikTok brands, there will be more opportunities to engage consumers that will function to yield considerable growth opportunities and success, provided that the brands will operate around the clock and will be agile enough to adjust to changes and to the dynamics of the digital environment.
Bicong Wu (Wed,) studied this question.