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TikTok, which has become one of the most popular platforms in the world of social networks, significantly changes approaches to marketing, offering brands new opportunities to attract the attention of the audience. The article substantiates the features and tactics that brands use on TikTok for a successful marketing strategy. The platform provides unique opportunities for creating short, creative videos that can quickly go viral. This changes the approach to advertising, focusing on the originality of content, interaction with users and trends. Unlike traditional advertising formats, TikTok allows brands to be more human and closer to their audience. An analysis of approaches such as the use of hashtags, participation in challenges, cooperation with influential users and the creation of content that evokes emotions is carried out. The features of targeting on the platform and the importance of adapting content to TikTok’s unique algorithms are determined. Attention is focused on how brands can integrate into TikTok’s cultural trends while maintaining their image and achieving maximum engagement. The presented results can be used by modern brands not only to promote products, but also to build long-term relationships with the audience, based on trust and mutual understanding.

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How Tiktok is Changing Marketing in Social Networks: Features and Tactics for Brands

  • 章节

  • 发表日期：

    2026年

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  • Hassan Ali Al-Ababneh,
  • Salem A. S. Alrhaimi,
  • Tariq Samarah,
  • Oleksandr Lytvyniuk,
  • Amged Saleh Shkeer,
  • Asokan Vasudevan,
  • Suleiman Ibrahim Mohammad

摘要

TikTok, which has become one of the most popular platforms in the world of social networks, significantly changes approaches to marketing, offering brands new opportunities to attract the attention of the audience. The article substantiates the features and tactics that brands use on TikTok for a successful marketing strategy. The platform provides unique opportunities for creating short, creative videos that can quickly go viral. This changes the approach to advertising, focusing on the originality of content, interaction with users and trends. Unlike traditional advertising formats, TikTok allows brands to be more human and closer to their audience. An analysis of approaches such as the use of hashtags, participation in challenges, cooperation with influential users and the creation of content that evokes emotions is carried out. The features of targeting on the platform and the importance of adapting content to TikTok’s unique algorithms are determined. Attention is focused on how brands can integrate into TikTok’s cultural trends while maintaining their image and achieving maximum engagement. The presented results can be used by modern brands not only to promote products, but also to build long-term relationships with the audience, based on trust and mutual understanding.