The Influence of TikTok Videos on Consumer Behaviour

Abstract

Tämän tutkimuksen tarkoituksena oli selvittää, missä määrin TikTok-videot vaikuttavat kuluttajien käyttäytyminen ja mitkä elementit videoissa resonoivat kuluttajien kanssa. Koska TikTok on uudempi sosiaalisen median alusta ja sen suosio kasvaa, tämä tutkimus selvitti, tarjoaako se markkinointimahdollisuuksia yrityksille ja ymmärtää sisällön kehittämisen vaatimukset.

The purpose of this study was to identify to what degree TikTok videos influence consumer behaviour and which elements in the videos consumers resonate with. As TikTok is a newer social media platform and rising in popularity, this research was conducted to see whether it offers companies marketing opportunities and to understand what the requirements for content development are.

Both qualitative and quantitative research methodology were applied in this study. The qualitative research data was conducted in the form of two interviews with two successful Finnish content creators for TikTok. Quantitative research data was collected from a questionnaire survey, which was addressed to a worldwide TikTok user group on an online research platform.

The interviews and questionnaire survey showed that short videos with emphasis on humour, appealing content, trends, trending music, originality and hashtag challenges were the elements that consumers resonated with.

The first 3-5 seconds were the most crucial for the consumer to decide whether they want to continue watching, and the content was altered to reach the target group (younger generation) which is the majority of users on the platform. It is also advisable to do research before starting to create content on the platform.

TikTok is a valuable platform for businesses and marketers who want to create brand and product awareness with content marketing. If the objective is to create paid advertisements or direct marketing that focuses on a purchase action, then other social media platforms that offer different demographics and features may be more preferable.