Publicação
Short video marketing: A good strategy for small businesses on TikTok?
| Resumo: | Over the last years, what began as a dancing and lip-syncing app, is now one of the most revolutionary social media platforms for businesses. TikTok is the first algorithm-driven app that allows creators to reach an audience beyond their followers. Its features make the platform advantageous for businesses with low visibility and budget. The purpose of this dissertation is to explore how short video marketing on TikTok is strategically employed by small businesses. Starting from the literature review, which is focused on short video marketing and TikTok, the author was able to conduct interviews with fifteen small business owners to analyze their experience with the platform. Taking into consideration the research and the analysis, it is evident that the TikTok algorithm offers a powerful environment for small businesses with low reach and resources to promote their product or service to a broader audience. Within the main outcomes of the study, the author was able to identify that genuineness and closeness are what work better with the community of TikTok. While through other platforms, businesses captivate the users by exhibiting products, on TikTok, businesses catch users by entertaining them with stories and experiences. By simply analyzing TikTok’s insights they are able to measure their performance on the platform. Certainly, the results show that by staying close to the target, entertaining them, and following trends on TikTok, small businesses can increase their sales, clients, and reach. |
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| Autores principais: | Jennings, Eliza Maria Pinto |
| Assunto: | Short video marketing TikTok Small business Digital marketing Social media |
| Ano: | 2022 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Instituto Português de Administração de Marketing |
| Idioma: | inglês |
| Origem: | Instituto Português de Administração de Marketing |
| Resumo: | Over the last years, what began as a dancing and lip-syncing app, is now one of the most revolutionary social media platforms for businesses. TikTok is the first algorithm-driven app that allows creators to reach an audience beyond their followers. Its features make the platform advantageous for businesses with low visibility and budget. The purpose of this dissertation is to explore how short video marketing on TikTok is strategically employed by small businesses. Starting from the literature review, which is focused on short video marketing and TikTok, the author was able to conduct interviews with fifteen small business owners to analyze their experience with the platform. Taking into consideration the research and the analysis, it is evident that the TikTok algorithm offers a powerful environment for small businesses with low reach and resources to promote their product or service to a broader audience. Within the main outcomes of the study, the author was able to identify that genuineness and closeness are what work better with the community of TikTok. While through other platforms, businesses captivate the users by exhibiting products, on TikTok, businesses catch users by entertaining them with stories and experiences. By simply analyzing TikTok’s insights they are able to measure their performance on the platform. Certainly, the results show that by staying close to the target, entertaining them, and following trends on TikTok, small businesses can increase their sales, clients, and reach. |
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