Strategies for enhancing brand awareness : a qualitative analysis of small beauty businesses’ social media efforts on TikTok in Finland
Ahmad, Darja (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202504298134
https://urn.fi/URN:NBN:fi:amk-202504298134
Tiivistelmä
This study investigates the social media marketing strategies employed by small beauty businesses in Finland on TikTok and evaluates their effectiveness in enhancing brand awareness and audience engagement. Focusing on three brands Lyko Suomi, Glowstation Suomi, and Normal Suomi, the research analyzes various content types, including product reviews, tutorials, edutainment, behind the scenes videos, and social videos. Using qualitative analysis, the study examines patterns in engagement metrics such as likes, comments, shares, and views to determine which strategies perform best in terms of reach and interaction.
The findings reveal that while tutorial and edutainment videos tend to achieve higher reach due to their alignment with TikTok’s preference for visually engaging and informative content, they do not always translate into high engagement rates. Behind the scenes and product review videos, on the other hand, consistently demonstrate higher engagement rates, likely because they appear more authentic and relatable to audiences. This aligns with existing literature emphasizing the importance of authenticity and user generated content in fostering trust and meaningful connections with the Gen Z and Millennial users of TikTok.
The study concludes that a balanced approach to content creation one that blends education with entertainment, showcases genuine behind the scenes moments, and fosters authentic interactions is essential for small beauty businesses aiming to optimize their TikTok presence. These insights provide actionable recommendations for small businesses seeking to enhance their brand awareness and engagement on the platform. By understanding the nuances of TikTok’s algorithm and audience preferences, businesses can refine their strategies to build stronger relationships with their target audience and drive sustainable growth.
The findings reveal that while tutorial and edutainment videos tend to achieve higher reach due to their alignment with TikTok’s preference for visually engaging and informative content, they do not always translate into high engagement rates. Behind the scenes and product review videos, on the other hand, consistently demonstrate higher engagement rates, likely because they appear more authentic and relatable to audiences. This aligns with existing literature emphasizing the importance of authenticity and user generated content in fostering trust and meaningful connections with the Gen Z and Millennial users of TikTok.
The study concludes that a balanced approach to content creation one that blends education with entertainment, showcases genuine behind the scenes moments, and fosters authentic interactions is essential for small beauty businesses aiming to optimize their TikTok presence. These insights provide actionable recommendations for small businesses seeking to enhance their brand awareness and engagement on the platform. By understanding the nuances of TikTok’s algorithm and audience preferences, businesses can refine their strategies to build stronger relationships with their target audience and drive sustainable growth.