TikTok: study presents the marketing differentials of the most valuable Social Network of the moment
TikTok is already the most valuable social media brand in the world, surpassing even Facebook in 2023.1. This requires greater attention to the content than to the network of followers. It was based on this data that Benjamin Rosenthal, a professor at FGV EAESP, wrote the article Marketing in TikTok's kaleidoscope, published in the GV Executive magazine, from the São Paulo School of Business Administration (FGV EAESP).
The platform's revenue has grown significantly over the past two years, reaching around $10 billion in 2022, mostly coming from advertising. The platform offers specific creative capabilities for the elaboration of short videos, boosting pop culture and influencing how users consume content. It privileges the discovery of content from new sources for each user, changing the value equation and diminishing the importance of building a network, in contrast to traditional social networks.
"TikTok's format is significantly different from that of other platforms and has been radically altering the user's browsing experience. On networks like Instagram and Facebook, people receive content from a portion of the contacts they have chosen to follow, either actively, for example, by marking a contact as a priority," said Benjamin.
TikTok's browsing experience has sparked changes in the algorithms of other networks, such as Instagram and Facebook, which have started to promote discovery experiences. The study discusses how this new navigation dynamic affects the user experience and lists implications for brands and businesses, such as the need to adapt to platform trends.
In addition, the study addresses the peculiarities of TikTok in relation to social identity construction, conversations, and relationships, highlighting how the platform differs from traditional social networks in these aspects. It also explores the impact of the platform on brands, addressing influencer marketing, entertaining and contextualized content, and how brands should adapt to the platform's cultural and aesthetic codes.
In summary, TikTok presents a different experience to the user, demanding performances inspired by the practices and visual and musical codes of the local culture, promoting greater engagement and representing a space of freshness for brand communication.
"TikTok promotes greater user engagement, which constitutes capital for creators and, potentially, for brands, which have in the platform a space of freshness for communication. Finally, as TikTok brings together very young people, many of them teenagers, it is necessary to be aware of the risks of producing content for products strictly designed for people over 18 years of age that incorrectly ends up in the hands of teenagers. It's up to the platform to find ways to reduce this risk," said the author.
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