Understanding Underlying Gratifications Behind TikTok Use: A Strategic Marketing Perspective

Abstract

With TikTok taking more place in firms’ marketing efforts, many businesses launch their debut on the platform. Regardless of knowledge and experience, firms post content and buy ads hopeful to reach their initial goals. However, even on TikTok, some guidelines and a strategic plan is necessary before challenging the market. Target group, strategies, type of content, engagement and algorithm are, among others, factors that need to be considered to succeed as a brand on the platform. This paper aims towards identifying segments in terms of adolescents’ use of TikTok. A cluster analysis was conducted, resulting in three segments of interest; The Social Producers, The Entertainment Lurkers, and The Curious and Inspired. Further on, the segments were described in depth regarding their behavior and gratifications on the platform. This analysis led to strategic recommendations on how firms can reach potential customers with their goal for social media marketing in mind. Whether it be conversion or brand awareness, we describe in depth what type of content and behavior could be effective for a brand on TikTok.