TikTok as a communication platform for brands

Abstract

This bachelor thesis examines the social network TikTok and the extent to which it can be an important addition to a company’s communication strategy. To substantiate the answer in detail, TikTok and the main competing Meta platforms, Instagram and Facebook were examined first and compares to create a fundamental understanding for the following paper. Then, benchmark campaigns were described and why and how they are instrumental to elicit success on TikTok. The empirical part of this work is composed of expert interviews, in which three experts with different backgrounds in TikTok were interviewed to get their opinion and assessment of the status, key features, and future of TikTok. The theoretical findings obtained in the literature review and the results of the expert interviews conducted as part of this work serve as a basis for the evaluation of the main thesis. The results show that despite some points of criticism, the experts were in favor of integrating the platform into a brand’s communication strategy and emphasized the high potential for success. The TikTok platform has an established place among social networks, and companies have a great chance of success if they familiarize themselves with the platform, its target audience, and its special features. Nevertheless, companies need to be aware of the risks, such as the criticism due to displaying obscene content and data privacy breaches, whereby Meta platforms have also breached data privacy regulations.