Open AccessTikTok — a platform for youth communication or a new tool for promoting products and services?
Author(s) -
Oleg V. Kashcheev,
Diana E. Yermolenko
Publication year - 2022
Publication title -
vestnik slavânskih kulʹtur
Language(s) - English
Resource type - Journals
ISSN - 2073-9567
DOI - 10.37816/2073-9567-2022-63-143-151
Subject(s) - archetype , diversity (politics) , advertising , variety (cybernetics) , target audience , public relations , business , computer science , political science , art , law , literature , artificial intelligence
The social network TikTok reflects the modern culture of society and begins to exert an increasing influence on it. TikTok's content, like that of other popular social networks, is becoming more and more politicized. An important feature of the platform is its constant development aimed at meeting the users` needs. The target audience of TikTok is characterized by inherence with some of K. Jung's archetypes, the use of which in the development of advertising campaigns will increase the accuracy of impact on the audience. The use of various marketing techniques allows to make the audience more loyal to the brand, draw attention to advertising content and increase the number of views. Despite the ease of use and variety of content reflecting the cultural diversity of the world around us, today's platform structure does not let brands fully implement ad campaigns. The implementation of the presented practical recommendations for improving the platform, forms and methods of work on it, will enable TikTok in the foreseeable future to claim not only the role of a leading communication platform, but also to act as a tool for promoting goods and services.