| dc.description.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. | en_US |
