Aktuelle Entwicklungen auf der Social Media Plattform TikTok und wie Unternehmen diese im Marketing nutzen können

Abstract

As one of the largest social media networks at present, TikTok has experienced a strong upswing in recent years and established itself as one of the fastest growing platforms. With more than 1.5 billion users worldwide, TikTok represents a significant marketing opportunity for companies. Nevertheless, there are currently very few companies using the app in marketing. There is therefore a lot of untapped potential here. This bachelor thesis aims to analyze the characteristics and trends of TikTok and to derive concrete recommendations for companies so that they can use the social media app effectively in marketing. The thesis is divided into several main chapters that systematically contribute to answering the research question. First, the social media platform is explained in general terms. This includes its functions, relevance and user demographics. This is followed by a closer look at long-term trends in the app. Finally, TikTok in the corporate context is discussed and specific ways in which companies can use TikTok in marketing are explained. The methodology of the thesis does not include an empirical part, but rather a comprehensive literature research in order to present the currently available literature and the state of knowledge. The insights gained are systematically analyzed and translated into concrete recommendations for action for companies. The work shows that TikTok is an important platform for marketing due to its unique features and high user engagement. There are various organic and paid opportunities to advertise on the app and build reach. The app's users are young and mostly millennials and Generation Z individuals. A short attention span of users, influencers, microtrends and nostalgia were examined as long-term developments taking place on TikTok. In general, it is important for companies to present their content on the social media app in an authentic, creative and innovative way. TikTok is also suitable for smaller companies with little reach, as the app's algorithm rewards original content. The study also identifies potential risks associated with the use of TikTok, including data protection concerns and the risk of burnout among content creators.

Date of Award	2024
Original language	German (Austria)
Supervisor	Markus Moser (Supervisor)