Applying Marketing Strategy on TikTok to Optimize Competitive Advantage - The Case of Cafelingua

Abstract

The main goal of this analysis is to discover marketing tactics for CafeLingua on TikTok that will improve its market presence among existing platform competitors. A thorough analysis of Tik-Tok's viral algorithm and influencer strategies and user-generated content (UGC) will show all potential methods CafeLingua can use to expand its audience base in an engaging manner. The analysis of this study will use qualitative methods to evaluate participant meanings and experiences and perspectives and emotions without using numerical data. These experiences remain objective within the study framework. Six interviews comprised the qualitative re-search data which included 1 content creator alongside 1 event organizer and 1 marketing specialist as well as 1 influencer and 2 CafeLingua participants. Several consumers revealed through questionnaire-based interviews that their engagement with videos on TikTok stems from humorous content coupled with exciting material and trending music as well as distinc-tive features and trending hashtag challenges. Users of CafeLingua develop stronger engage-ment because educators merge educational and entertaining content into their platform through channels that are difficult to combine otherwise. The research supplies an adaptable strategy for TikTok marketing that demonstrates practicality for educational settings similar to CafeLingua.