CC BY
76
UDC 8:82-92
DOI 10.24147/2413-6182.2022.9(4).675-688
ISSN 2413-6182 eISSN 2658-4867
USING TIKTOK AS A MARKETING TOOL TO YOUNG PEOPLE IN RUSSIA
I.S. Zhukova
Kuban State Technological University (Krasnodar, Russia)
Abstract: Nowadays social networks are the main platform for interaction; they allow communicating across distances as well as promoting your products or services. As a result, social networks are becoming a powerful tool for digital marketing. The purpose of the given article is to examine the special features of the rapidly developing social platform TikTok, compare it to other social platforms, research Tiktok in terms of having potential for marketing, taking into the account statistical data. The social network TikTok is unique in comparison to other platforms. To understand in more detail the functionality and potential of TikTok as a marketing tool, the main features of the platform have been considered. In the given work we have studied the history of TikTok, its main features as well as advantages over similar companies; we have also researched the role of AI in TikTok's functioning. The main marketing strategies applied by the platform have also been studied. We have also compared TikTok to the Russian platform Yandex Zen in terms of marketing to the young audience.
Key words: TikTok, marketing strategies, social platform, digital marketing, marketing tool, generation Z, millennials, machine learning algorithm, influencer marketing, targeted advertising, hashtag challenge.
For citation:
Zhukova, I.S. (2022), Using TikTok as a marketing tool to young people in Russia. Communication Studies (Russia), Vol. 9, no. 4, pp. 675-688. DOI: 10.24147/2413-6182.2022.9(4).675-688. (in Russian).
About the author:
Zhukova, Inna Stanislavovna, Senior lecturer of the Foreign Languages Department No. 2
Corresponding author:
Postal address: 2, Moskovskaya ul., Krasnodar, 350072, Russia
E-mail: Inchutka@yandex.ru
Received: July 20, 2022
Revised: September 20, 2022
Accepted: October 10, 2022
© M.C. MyKoea, 2022
1. Introduction
In 2021, social media users spent an average of 2 hours and 25 minutes daily on social media, according to We Are Social and Hootsuite. Since 2015, this figure has increased by 28%. In 2020, 1.3 million new accounts were registered on social platforms every day around the world. In Russia, as of January 2021, there were 99 million people who regularly scrolled through the news feed, and almost 80% of them did this using a mobile device. Social networks now are the leader in the informational field as well as the vast area for marketing.
TikTok is now the most progressive tool of the new Internet. A program for viewing a huge number of videos that catch the attention of a person makes you spend a lot of time in it every day [Dvoryanchikov, Shepeleva 2021]. According to statistics, in 2021 over 1 billion new users downloaded TikTok app from mobile app markets1. The application has opened up new opportunities for everyone in the field of communication and blogging (see studies of E.I. Goroshko, A.A. Popov, D.D. Solomatin and others] [Goroshko 2006; Popov 2013; Solomatin 2019]. Every day the number of its subscribers increases, and the download rate is skyrocketing. It is estimated that more than half of the TikTok users are the co-called "generation Z" (generation of children after the millennials, born in the late 1990s and early 2000s] and "millennials" (noting or relating to the generation born in the 1980s or 1990s, especially in the U.S.]2 - people whose age ranges between 10 and 29 years old. The company received the revenue of 4.6 billion US dollars in the year of 2021 alone3. In Russia, TikTok is well ahead of other apps in the category, with users spending an average of 26.3 hours a month on it. In 2021 the top in terms of downloads in Russia included TikTok, Telegram and WhatsApp, in terms of spending - VK, TikTok and GetContact. But why has TikTok become so popular and how is it changing the way we see the concept of marketing to younger generation of users?
2. Methods of reserach
The research methodology is based on a statistical analysis of data on the TikTok revenue, the number of its users, as well as on the data concerning the advertising means applied by different companies. Within the framework of the given work, scientific articles and foreign information resources have been used. For a deep analysis of the topic, such methods as the analysis of scientific works, analytical and comparative methods have been applied.
1 Iqbal, M. (2022), TikTok Revenue and Usage Statistics. Business of Apps, August 19, available at: https://www.businessofapps.com/data/tik-tok-statistics/.
2 Ceci, L. (2022), Distribution of TikTok users in the United States as of September 2021, by age group. Statista, April 28, available at: https://www.statista.com/statistics/10951 86/tiktok-us-users-age/.
3 Iqbal, M. Op. cit.
3. Results of research
3.1. History of TikTok
Video content is very popular among young audiences (Generation Z, Millenials]. According to Bloomberg, generation Z makes up 32% (2.5 billion people] of the total population of the world. Generation Z not only watch videos, they also actively comment and share posts, which provides a significant range. This fact is confirmed by the rapid growth of the social network TikTok, which appeared in 2016.
TikTok is the social media application that is free for any user who installs the given app to their device and creates a free account. People upload short videos (that usually last for 15 seconds] to TikTok and other users can watch this content, like and comment the videos and also follow profiles of other users. Short videos turned out to be the most convenient format for consuming a variety of content available on the Internet. Creators of video content can add stickers or apply filters, background sounds and other effects to their videos. It all started in 2017 when the ByteDance - a private Chinese startup -launched the TikTok app worldwide by means of acquiring its competitor Mu-sica.ly. Before 2017 the app called Douyin (that is essentially the same app as TikTok] was a huge success in its homeland, China1. From the start TikTok has become the leader in the field of short video content among young adults and teenagers.
age statistics
Fig. 1. TikTok's audience in Russia (https://ru-tktk.ru/chto-Iuchshe-Iajk-Hi-tik-tok/)
3.2. What makes TikTok standout from other social media platforms?
Unlike other social apps like Facebook, Instagram and Twitter TikTok has basically full control over what a user will see. Naturally, you can follow others but it doesn't influence you social feed. When you first login into your
1 D'Souza, D. (2022], TikTok: What It Is, How It Works, and Why It's Popular. Investope-dia, July 05, available at: https://www.investopedia.com/what-is-tiktok-4588933.
newly created TikTok account you see an infinite number of the most popular videos on the platform. When you start scrolling your feed, watching some videos with interest and skipping others, TikTok's algorithm gradually picks up your interests and starts showing you the videos that you might like. It's completely different from the way that other apps are operating. In Facebook, In-stagram or YouTube you will mainly see what your friends liked and shared or what people you follow have uploaded. Of course, these platforms have their own algorithms that study your preferences but, in comparison with TikTok, you have at least a little bit of control over the content that you will watch and you have a choice of what posts or videos to see. TikTok, on the other hand, decides for you what video you will watch next. There's just no option to influence your experience on the platform other than skipping a video you are not interested in.
3.3. The role of artificial intelligence in TikTok
AI plays a huge role in the success of TikTok. Many people claim that a mysterious algorithm, applied in the app, is one of the most addictive algorithms of its kind [Zhao 2021]. The algorithm behind TikTok recommendations is very powerful; it shows people what they want and what they need. It works by monitoring a user's behavior: what people like, who they follow, what hashtags seem the most interesting to them. But most importantly, TikTok tracks the users' watching time: what videos they watch, how long they watch them and what videos they are skipping. It should be mentioned that the platform records the time spent watching the video: in order for the account to become popular, the videos must be watched to the end. This information is enough for a machine learning algorithm to predict what video from the vast database of the TikTok content will suit this or that person the most. Moreover, the more people are using TikTok, the more data it gets from its users and the more data it can feed to its algorithm that will make the latter even more sophisticated in predicting people's desires and interests. Furthermore, the more you are using TikTok, the more it learns about you, the more accurate it becomes in predicting your personal feed and the more addictive it becomes for you. Thus, it creates a positive feedback loop that makes the user base of TikTok skyrocket and therefore it generates a huge amount of money for its owners. The strategy that showed the best performance in keeping users "glued" to their phones has been well known for centuries - you need to find the emotional resonance [Zhao 2021]. TikTok's algorithm picks a video that will resonate with you most of all. However, the given approach also has a drawback -to keep you interested an algorithm needs to recommend you more and more exciting or even extreme videos every time. This creates the so-called rabbit holes [O'Callaghan et al. 2015] (in the context of the Internet referring to an extremely engrossing and time-consuming topic; we say that we "fell down the rabbit hole" meaning that we got interested in some topic or content to the
point of distraction] which can be dangerous because such videos can produce harmful thoughts and emotions, which in their turn can lead to disastrous consequences in real life [O'Callaghan et al. 2015].
3.4. Marketing of TikTok
Today social networks allow users sharing content with a large number of people around the world. For businesses this is an effective channel of communication with the consumer. With the advent of social networks, in which influencers gain millions of subscribers, the effectiveness of influencer marketing has increased. We live in a dynamically developing world where content plays an important role. Companies that create personalized content and target their offer as accurately as possible will win the audience. Targeted advertising in social networks is the most used tool in our time.
The advantage of social media marketing is the ability to reach a huge audience, interact directly with it and quickly get the feedback. Social networks are rapidly becoming one of the main marketing tools and provide great opportunities for companies to increase their profit. Due to the active development of the Internet and social networks, there is instant spread of information and users are no longer only recipients of information, they can also create content. Social media marketing aims at developing a brand and creating quality content that attracts the attention of potential consumers and encourages them to share information with their subscribers. Therefore, such information coming from user to user makes people have greater loyalty and trust for a brand.
Social networks have a direct impact on consumers, on the way they absorb information, react to a purchase, whether they leave reviews or share a positive or negative recommendation. Social media have many advantages as they create a good relationship between companies and consumers, develop their relationships in a timely manner and, most importantly, at minimal cost to companies.
There are the following advantages of using social platforms for marketing:
- higher brand awareness: by creating high-quality content, a company increases brand recognition and awareness;
- higher brand loyalty: brands that interact closely with social networks have more loyal consumers. Many studies have found that more than 50% of people who subscribe to brand pages on social networks are more loyal to these companies;
- higher conversion: a new post made on social networks gives an opportunity for the company to get new customers;
- higher level of trust: the more people talk about a particular brand in social networks, the more authoritative and valuable this brand looks in the eyes of new customers;
- more traffic: without social networks and other online platforms, incoming traffic is limited to people who are already familiar with a brand, and individuals who are looking for similar queries;
- lower costs;
- higher rates in search results: any search engine uses ranking algorithms, with one of the main factors being the presence of a brand or company in social networks;
- better interaction with a potential customer: social media provide valuable insight into consumers' behavior, their attitude to the company and their interests [Gainutdinova, Shakirova 2021].
According to the statistics, provided by the IAB Russia Digital Advertisers Barometer, targeted advertising in social networks remained the most popular: it was used by 51% of respondents when conducting branding campaigns and 39% when conducting performance. Other important tools for branding activations were search and banner advertising - they were used by 39% and 33% of respondents, respectively, and for performance 39% chose search advertising and advertising in newsletters and email (28%]1. Figure 2 shows Top 5 used tools and types of interactive advertising according to the research over the years.
Targeted advertising in social networks
Search advertising
Mailshots Banners
Influencer marketing
Fig. 2. Top 5 used tools and types of interactive advertising (https://datainsight.ru/IAB_Russia_DigitaI_Advertisers_Barometer2021)
At the moment, TikTok is not just an entertainment app, but also a rapidly developing advertising platform that allows you advertising and promoting a certain brand by means of well-known tiktokers (bloggers). The application has become a new tool in the field of digital media and PR. One must bear
1 IAB Russia (2022), IAB Russia Digital Advertisers Barometer 2021, 56 p., available at: https://datainsight.ru/sites/default/files/DI_IAB_Barometer_2021.pdf. (in Russian).
in mind that the majority of TikTok users are children and teenagers who enjoy spending their free time engaged in entertaining activities as well as wasting their (or their parents'] money. The promotion of advertising campaigns in TikTok is thought out so that the video content is aimed at influencing the young audience, since such content will just not work for older and more serious users. Even if children are not the main target audience and cannot afford buying the goods themselves, they will still draw the attention of their parents (potential buyers] to the goods or services and persuade them to purchase something. The most important thing for promoters is to make children believe that they need the advertised product.
One of the reasons why TikTok has become so popular is the use of smart marketing strategies. First of all, TikTok invests huge amount of money into celebrity endorsements and advertisements [Li, Xiaohui, Zhengwu 2019]. Studies [Bush, Martin, Bush 2004; Chan, Zhang 2007] have shown that influen-cers and celebrities nowadays have a significant impact on young people's minds. The youth generally tend to trust people they like, moreover, celebrities create new trends, and all of this brings more users to the platform and makes those celebrities even more popular. One of the most famous and standard ways to place your ads is integration with bloggers. It is worth paying attention not to the number of subscribers, but to the number of likes and views. The algorithms of this platform work in such a way that if a user likes one of the bloggers at least once, new videos of this blogger will also get into the user's recommendation feed [Simonov, Khobyakov 2021: 150]. One of the well-known tools in TikTok is the execution of challenges united by a common hash-tag. For brands, this method is a great way to interact with the audience and encourage them to create and distribute content that directly promotes the brand [Azhnova 2021: 11]. One of the examples of such profitable challenges is the one conducted by McDonalds. Bloggers had to create a video with a popular burger within a month. Each participant was guaranteed a free Big Mac, and bigger prizes awaited the winners. The challenge scored 15.2 million views and many other activities.
Popular TikTok bloggers now tend to join their forces and create the so-called TikTok-houses. Tiktok House is a creative association of young bloggers who live under the same roof and generate video content together. The most popular house in Russia has almost 10 million subscribers. However, Tiktok house is not just a creative community - it is a commercial project. Millions of funds are invested there, which will be returned in the future by means of concerts, collaborations with brands and advertising. The cohabitation trend among young tiktokers appeared at the end of 2019 - bloggers began to unite to jointly create content, participate in challenges, and help each other promote their personal brand. The most popular house in the West - The Hype House - appeared on December 20, 2019. The new format quickly received a positive response from the audience - now the House's account has over
20 million subscribers. In Russia, TikTok-houses began to be massively created in 2020, when the social network was at the peak of its popularity. Entrepreneurs and investors realized that millions could be earned on the new trend, and began to actively invest in the development of such houses. The first Russian TikTok-house - Dream Team - appeared in March 2020. The owners of TikTok houses earn from commissions from advertising contracts of each individual participant from 10% to 50%, the average income from a house is from 1.5 million rubles per month. By making collaborations with TikTok-houses, your company can get an influx of new customers, increase brand loyalty and company recognition. This method of promotion is already used by such market leaders as: X5 Retail Group, MediaMarkt, MasterCard, Pepsi, Cheetos, Yandex, Eldorado, Megafon and other corporations. The most common way to advertise a brand using a TikTok-house is through a challenge. Brands sign contracts not with individual bloggers, but with legal entities - house owners or communication agencies, which often act as intermediaries between the house and the brand. The cost for one integration with a brand for a tiktoker with one million followers starts from 30-45 thousand rubles.
Another major marketing activity of TikTok is aggressive advertising. TikTok is being promoted on other social media platforms, on billboards and TV shows1. This creates a feeling that TikTok is everywhere and everyone is talking about it and using it. It is known as FOMO (Fear of Missing Out - a feeling of anxiety or insecurity over the possibility of missing out on something, as an event or an opportunity] effect [Buglass et al. 2017] - it just becomes a necessity to be a part of this trendy world of 15-seconds videos.
3.5. Yandex Zen: can a Russian project compete with TikTok?
Yandex Zen is Yandex's individual recommendation service, which, during the loading of a browser page with a search, automatically prepares a feed of articles relevant to the user's interests. Zen feed is an intelligent algorithmic program that analyzes the material published by a blogger and recommends it to readers according to their interests. The system finds out the interests of readers by collecting information from the browser history, as well as by making conclusions based on user reactions. System of recommendations is one of the areas of artificial intelligence: machine tries to understand what content a person likes and advises him the similar topics. There are two common approaches to recommendations:
- The first approach is when the content of publications is taken into account: artificial intelligence tries to understand what a person likes based on the similarity of content;
- The second approach is called "collaborative filtering". It does not take into account the content at all, but the machine can compare you with other
1 IAB Russia. Op. cit.
users and, based on this comparison, conclude that you might like similar content1.
Zen is visited by an average of 59 million people per month, while the audience of Facebook is 8.9 million, Instagram is 61 million, VK is 72 million, and Telegram is 50 million. Users spend more than 45 minutes a day in the feed - this is a relatively high indicator.
Sex Age
Шь
Wooien Л1еп
A tiH
• is
Fig. 3. Zen's audience according to sex and age parameters (https://vc.ru/marketing/380331-yandeks-dzen-eto-60-mln-polzovateley-kotorye-gotovy-u-vas-pokupat-pokazyvayu-polzu-dlya-biznesa-v-cifrah)
Comparing the statistics for Zen and TikTok, we can notice that Zen's users are more mature and that explains the difference in content and the marketing strategies applied by the platform. To interest a user on TikTok, the advertiser has 15 seconds, in Zen an advertising article may consist of 3-7 thousand characters. It is really unlikely that a teenager will even start reading such a long article. However, a more mature user may find reading a detailed article very useful, learn everything about the product and get motivation to buy the advertised goods or services.
In Zen, there are only the most basic targeting categories: gender, age, regions, and devices. In Zen, there are two options for promoting articles:
- Involvement: Payment is carried out for each reading, the cost of reading starts from 3 rubles. The higher the bid, the more actively your article will be shown in the feed. The strategy is suitable when you need to purposefully sell a product or service; the main advantage is the predictable and targeted use of the budget.
- Coverage: Payment is carried out for every thousand views. The higher the bid, the more Zen users the article will be shown to. The strategy is suitable when you just need to talk about a product without a sales goal.
1 Frolov, A. (2018), Kak iskusstvennyi intellekt ponimaet, kakie stat'i vam rekomen-dovat'? [How does artificial intelligence understand which articles to recommend to you?]. Yandex Zen, April 26, available at: https://dzen.ru/media/zenmag/kak-iskusstvennyi-intel-lekt-ponimaet-kakie-stati-vam-rekomendovat-5acb6808256d5c1d844b3713. (in Russian).
Advantages of using Zen as a marketing tool:
- It is difficult for the user to make a choice in favor of a particular brand, because the offers often seem the same. With the help of Zen content, you can describe the features of your product in detail and distinguish yourself from competitors;
- In Zen, you can interest the audience and immediately direct it to an online store or to your page on the marketplace so that people could immediately place an order;
- Scroll2Site transition at the end of the article: after reading the article to the end and further scrolling through the page, the user goes to the site automatically;
- You can direct readers from the article both to your website and to the marketplace. If you sell products mainly through Ozon or Wildberries, you can direct people there. However, then it will be more difficult to track the quality of traffic and the number of sales1.
The central element of Zen's advertising format is articles. Therefore, for an independent launch, the company must have a good copywriter; you will also need an advertising manager who has at least a basic understanding of targeting and analytics. That is another reason for generation Z users to choose TikTok - shooting or watching a 15-second video is easier and more interesting for them than reading an article.
The decisive factor for any platform is to keep the audience, and that in great extent depends on how much time users spend on viewing the content. For the older generation - reading text is more familiar and suitable, and for the young one - the choice is made in favor of watching videos. Generation Z is characterized by the so-called clip-thinking, that is they perceive information in fragments, cannot concentrate on something for a long time, that is why it is difficult for them to read long texts or watch long videos. That is why TikTok platform suits their needs much better that Zen. Another factor in favor of using TikTok - any downloaded video can become viral overnight, making its creator famous. In contrast you need to spend a lot of time on writing a good article for Yandex Zen but not get a worthy feedback; moreover, there you'll have to deal with a rather strong censorship. TikTok is easier for an amateur author due to the absence of censorship and a great variety of instruments that will facilitate your work process. For example, to create advertising videos, TikTok's advertising account has a special tool - Video Creation Kit with templates, music and suitable formats. And for streaming work, the Automated Creative Optimization tool is indispensable, where you can upload several creatives, texts or videos at once, and the system itself will compose them for
1 Molyanov, P. (2022], Kak biznesu privlekat' klientov iz «Yandeks Dzena»: samyi polnyi gaid [How can a business attract customers from Yandex Zen: the most complete guide]. vc.ru, April 21, available at: https://vc.ru/marketing/405670-kak-biznesu-privlekat-klien-tov-iz-yandeks-dzena-samyy-polnyy-gayd. (in Russian].
advertising testing. At the same time, the main advantage of TikTok over other social networks is that it provides huge coverage, attracting authors. If subscribers actively react to your video, then third-party users also begin to see it. And in the case of their activity, you are given more and more coverage. One of the problems that greatly prevent authors from building a community around their content in Zen is that the core of the channel's audience is directly tied to the showings that the algorithm provides. In Zen, the percentage of regular visitors is negligible relative to the total number of channel readers. The feed itself is conducive to such pattern of behavior.
4. Conclusion
It should be noted that the world's largest brands paid attention to TikTok when it first appeared on the Internet. This makes it clear that brands of any level and profile should at least try promotion through TikTok. However, due to the novelty of the platform and the specifics of the content in this social network, it is not always possible to identify the dependence of the cost of advertising integrations for certain bloggers. For example, advertising from a blogger with 400,000 subscribers may cost 2,000 rubles, while from a blogger with 200,000 subscribers - 10 000 rubles [Bestuzhev 2021: 29]. Another drawback of ordering advertising from a generation Z blogger is that most often they hardly know anything about sales, i.e., they can set a price for advertisement but are unable to create a video following the customer's definite terms of reference. Therefore, if there is a need to collaborate with generation Z bloggers, it is vital to prepare commercial templates in advance. Nevertheless, the price-to-market ratio makes TikTok the number one platform for promoting businesses.
According to psychologists, modern teenage children are characterized by "clip thinking" - a feature of a person to perceive what is happening in the world through a short, bright message, embodied in the form of a small video clip. Culturologist K.G. Frumkin defines the following reasons for "clip thinking": an increase in information and diversity of information, including the acceleration of the pace of life, the need for the relevance of information, the speed of its receipt, and the need for multitasking. Everything around is not perceived holistically, but fragmentary, as a series of unrelated parts and ideas. And that kind of perception of reality prevails in TikTok, as it represents an endless tape of short videos with bright musical accompaniment, which does not carry any idea, but to entertain, or shock. System of challenges widely applied in TikTok is really in tune with generation Z since it clearly suits their nature: get attention, impress, amaze or shock others, be better than anyone else.
Generation Z is characterized by their desire to follow the famous people, try to be like them. Bloggers are nowadays among the main influencers for the young generation. Influence marketing is one of the most effective advertising means in our time, so using bloggers to market products or services in
TikTok is one of the most effective strategies for business promotion. When choosing a blogger to work with you should pay attention to the following factors: a large number of subscribers or high audience involvement; a blogger has already worked with brands or products similar to yours; a blogger is active in your niche (fitness, beauty, lifestyle, home, etc.].
Summing up our research data on TikTok platform we can draw the following conclusions:
- the uniqueness of the given platform is represented by such factors as -the young target audience, the creation of the content is made within the app, the viral spread of the content, integration with the music material;
- the advantages of using TikTok as a marketing tool: advertising tools allow making native content, greater loyalty of the target audience, no cheat subscribers, it gives a lot of information about the target audience (TA). Even at the level of account analytics, it is already possible to draw up a detailed portrait. You can define a detailed display schedule: day of the week, time of day, when exactly the ad will be displayed, budget spending rate;
- the disadvantages of using TikTok as a marketing tool: high requirements to the creativity of the content, it is difficult to estimate the efficiency of promotion.
References
Azhnova, A.A. (2021), Modern tendencies in marketing development in Russia. Economics and business: theory and practice, No. 5-1 (75), pp. 9-13. DOI: 10.24412/2411-0450-2021-5-1-9-13. (in Russian). Bestuzhev, A.A. (2021), Nesformirovannyi rynok reklamy v TikTok - pochemu eto vygodno [Unformed advertising market in TikTok - Why is it profitable]. VUZ i real'nyi biznes, Vol. 1, pp. 28-35. (in Russian). Buglass, S.L., Binder, J.F., Betts, L.R., Underwood, J.D.M. (2017), Motivators of online vulnerability: The impact of social network site use and FOMO. Computers in Human Behavior, Vol. 66, pp. 248-255. DOI: 10.1016/j.chb.2016.09.055. Bush, A.J., Martin, C.A., Bush, V.D. (2004), Sports celebrity influence on the behavioral intentions of generation Y. Journal of Advertising Research, Vol. 44, iss. 1, pp. 108-118. DOI: 10.1017/S0021849904040206. Chan, K., Zhang, C. (2007), Living in a celebrity-mediated social world: the Chinese experience. Young Consumers, Vol. 8, no. 2, pp. 139-152. DOI: 10.1108/17473610710757509. Dvoryanchikov, Ya.V., Shepeleva, E.S. (2021), Role of TikTok in the socialization of children and adolescents. Youth Science Forum Journal, Vol. 2, iss. 6, pp. 11-16. (in Russian).
Gainutdinova, D.R., Shakirova, D.M. (2021), The role of social networks in modern marketing. Gerasimov, B.N. (ed.) Upravlenie ekonomikoi, sistemami, protses-sami [Managing economics, systems, processes], Proceedings of 5th international scientific and practical conference, Penza, Penza State Agrarian University publ., pp. 50-53. (in Russian).
Goroshko, E.I. (2006), Internet communication: problem of genre. Pastukhov, A.G. (ed.) Zhanry i tipy teksta v nauchnom i mediinom disburse [Genres and types of text in scientific and media discourse], Interuniversity collection of scientific papers, Vol. 4, Orel, Orel State Institute of Culture publ., pp. 165-175. (in Russian).
Li, X., Xiaohui, Y., Zhengwu, Z. (2019), Research on the Causes of the "Tik Tok" App Becoming Popular and the Existing Problems. Journal of Advanced Management Science, Vol. 7, no. 2, pp. 59-63. DOI: 10.18178/joams.7.2.59-63.
O'Callaghan, D., Greene, D., Conway, M., Carthy, J., Cunningham, P. (2015), Down the (white) rabbit hole: The extreme right and online recommender systems. Social Science Computer Review, Vol. 33, iss. 4, pp. 459-478. DOI: 10.1177/089443931455532.
Popov, A.A. (2013), Bloging kak forma professional'noi zhurnalistskoi kommunikatsii [Blogging as a form of professional journalistic communication], Author's abstract, Belgorod, 22 p. (in Russian).
Simonov, R.D., Khobyakov, Yu.A. (2021), Popularization of marketing integrations into the TikTok social network. Youth. Society. Modern Science, technology and innovations, No. 20, pp. 149-151.
Solomatin, D.D. (2019), Bloging kak podvid traditsionnoi zhurnalistiki v Rossii [Blogging as a subtype of traditional journalism in Russia]. Innovatsionnaya nauka, No. 7-8, pp. 72-78. (in Russian).
Zhao, Zhengwei (2021), Analysis on the "Douyin (Tiktok) Mania" Phenomenon Based on Recommendation Algorithms. E3S Web of Conferences, Vol. 235: 2020 International Conference on New Energy Technology and Industrial Development (NETID 2020), art. 03029. DOI: 10.1051/e3sconf/202123503029.
ИСПОЛЬЗОВАНИЕ TIKTOK КАК МАРКЕТИНГОВОГО ИНСТРУМЕНТА ДЛЯ МОЛОДЕЖИ В РОССИИ
И.С. Жукова
Кубанский государственный технологический университет (Краснодар, Россия)
Аннотация: На сегодняшний день социальные сети являются основной площадкой для взаимодействия, они позволяют общаться на расстоянии, а также продвигать свои товары или услуги. В результате социальные сети становятся мощным инструментом цифрового маркетинга. Целью данной статьи является рассмотрение особенностей быстроразвивающейся социальной платформы ^Иок, сравнение ее с другими социальными платформами, исследование Т1кТок с точки зрения маркетингового потенциала с учетом статистических данных. Социальная сеть TikTok уникальна по сравнению с другими платформами. Чтобы более подробно разобраться в функционале и потенциале ^кТок как маркетингового инструмента, были рассмотрены основные особенности данной платформы. В данной работе изучена история ^кТок, ее основные особенности и преимущества перед аналогичными компаниями; исследована роль искусственного интеллекта в функционировании ^кТок; изучены основные маркетинговые стратегии, применяемые платформой. Также TikTok сравнивается с российской платформой «Яндекс Дзен» с точки зрения маркетинга для молодой аудитории.
Ключевые слова: TikTok, маркетинговые стратегии, социальная платформа, цифровой маркетинг, маркетинговый инструмент, поколение Z, миллениалы, алгоритм машинного обучения, маркетинг влияния, таргетированная реклама, хэштег челлендж.
Для цитирования:
Жукова И.С. Использование TikTok как маркетингового инструмента для молодежи в России // Коммуникативные исследования. 2022. Т. 9. № 4. С. 675-688. DOI: 10.24147/2413-6182.2022.9(4).675-688. (На англ. яз.).
Сведения об авторе:
Жукова Инна Станиславовна, старший преподаватель кафедры иностранных языков № 2
Контактная информация:
Почтовый адрес: 350072, Россия, Краснодар, ул. Московская, 2 E-mail: Inchutka@yandex.ru Дата поступления статьи: 20.07.2022 Дата рецензирования: 20.09.2022 Дата принятия в печать: 10.10.2022
