Replicating the atmosphere of a gift shop into the digital space : what makes good TikTok marketing good?
Käyhkö, Isabel (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120432494
https://urn.fi/URN:NBN:fi:amk-2025120432494
Tiivistelmä
This thesis was commissioned by a gift & design shop in Amsterdam called By Popular Demand. By Popular Demand wanted to have a TikTok account of their own, accompanied with successful content to gain visibility in younger customer groups. The objective was to create successful marketing content for the business while figuring out what kind of content TikTok users engage with from businesses.
Studies into successful businesses on TikTok were made in addition to studies into digital marketing theories, digital marketing, social media marketing and TikTok marketing. New business marketing content for By Popular Demand was created with the help of marketing theories and TikTok case studies. The results were analysed with the help of TikTok statistics, confirming the validity of the marketing theories. The theories as well as the created videos helped understand what makes TikTok marketing successful, leading to the creation of engaging TikTok videos for By Popular Demand.
The findings show that business marketing content on TikTok should resemble most of all the other content on TikTok. Entertaining, authentic and trend-following. Advertising on TikTok shouldn’t look like advertising, it should be fun and engaging, like the other popular content on TikTok.
Studies into successful businesses on TikTok were made in addition to studies into digital marketing theories, digital marketing, social media marketing and TikTok marketing. New business marketing content for By Popular Demand was created with the help of marketing theories and TikTok case studies. The results were analysed with the help of TikTok statistics, confirming the validity of the marketing theories. The theories as well as the created videos helped understand what makes TikTok marketing successful, leading to the creation of engaging TikTok videos for By Popular Demand.
The findings show that business marketing content on TikTok should resemble most of all the other content on TikTok. Entertaining, authentic and trend-following. Advertising on TikTok shouldn’t look like advertising, it should be fun and engaging, like the other popular content on TikTok.