Master Thesis on Virality and TikTok

Abstract

This master thesis explores the factors that contribute to the virality of content on TikTok and investigates how brands can leverage these factors to enhance their marketing strategies. Given TikTok’s quick rise in popularity and its unique capability to shoot ordinary users and brands to viral fame, understanding the mechanics of virality on this platform is crucial for the marketing industry. Using a qualitative methodology involving semi-structured interviews of both experts and informants, our research identified several key factors that drive virality, including authenticity, emotional aspects, user engagement, trust and content sender, among other factors.

Our findings suggest that content perceived as authentic significantly enhances user engagement. Emotional aspects such as humor, excitement, and inspiration are critical in compelling users to interact with content. Furthermore, the role of influencers, particularly nano-influencers, and the strategic timing and relevance of content are highlighted as vital elements for achieving virality.

Brands can exploit these insights by creating content that resonates with the TikTok community’s values and trends, engaging with subcultures such as BookTok, and utilizing influencers to build trust and authenticity. By understanding the mechanisms of TikTok virality, brands can effectively navigate the platform to build stronger customer relationships and achieve marketing objectives. This thesis contributes to advancing knowledge in digital marketing by offering actionable insights into leveraging TikTok’s viral potential to enhance brand equity and consumer engagement.