ANALYSIS OF MARKETING COMMUNICATION TRENDS ON TIK TOK

Abstract

The Tik Tok social network, with its rapid grow­th, has completely transformed the digital environment and what users expect from social networks. The theoretical framework of the paper gives an overview of statistical data, and trends that prevail in the digital environment and on Tik Tok, as well as an overview of the similarities and differences between Instagram and Tik Tok. The empirical framework of the paper contains the analysis of the communication strategy of brands and creators - using the case study method. The primary goal of this research is to identify different approaches to content creation and communication strategies of brands present on Tik Tok. The secondary goal of the research is a general understanding of Tik Tok culture, algorithm and creators.