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TikTok is one of the most popular apps. Users of social media platforms around the world can create short videos and interact with each other. TikTok has changed the way people consume and has also influenced the marketing methods of enterprises. This paper aims to discuss and analyze the marketing strategies of TikTok, mainly focusing on the marketing cases of TikTok in the Chinese market, and provide marketing strategy suggestions for enterprises to better carry out brand promotion. TikTok is particularly popular among millennials because of the diversity and innovation of its video content. Short video advertising is an innovative strategy widely adopted by marketers. Businesses use TikTok as a platform to advertise and sell their products. With its high-quality content and huge number of fans, the TikTok short video platform has become the main front for enterprises to carry out marketing activities. Through big data algorithm recommendation technology and audience dissemination, it has obtained certain brand exposure and established a good brand effect. TikTok offers a number of marketing activities for businesses, such as content marketing and influencer marketing. Finally, the study evaluates advertising and suggests possible improvements and actionable recommendations, including improving the quality and authenticity of advertising to build a stronger relationship with consumers.
Deng et al. (Fri,) studied this question.
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