Social Media Marketing Strategy - The Case of Tik Tok

Abstract

In recent years, the short video industry has been rising, and the competition is quite fierce. It is important to review the marketing strategy of the head product Tik Tok and plan the future optimization strategy for the development of Tik Tok. Therefore, the research theme of this paper is to analyze the short video social media marketing strategy with Tik Tok as an example. The research method of this paper is as follows: firstly, this paper analyzes Tik Tok’s competitive environment using Porter’s five forces analysis, then uses STP strategy analysis and 4Ps theory analysis to explore the existing problems of Tik Tok and propose countermeasures. The above study shows that Tik Tok's marketing strategy has the issues of homogenization of content, too many ads, and limited sharing. Therefore, the existing problems of Tik Tok can be solved by motivating users to produce quality content, improving the quality of ad-based videos, and improving the functions of its social products. In short, Tik Tok’s marketing strategy can be optimized in practice to provide users with a better experience.