TikTok as a Platform for Brand Promotion in Social Networks

The use of social networks and other technologies is the part of the lives of billions people in the digital era. Because of rapid development of the digital space, brands need to adapt the demand’s changes and the audience preferences. Video content platforms based on short-video and user-generated content are growing rapidly, representing interest not only from users, but also from companies and brands. This study is devoted to the study of brand promotion in the TikTok social network. As a method, expert interviews were used with employees of digital and marketing agencies who had experience working with this platform as a promotion tool. As a result, specific features of TikTok as a channel of communication with consumers were identified, the advantages and disadvantages of promotion in this social network were identified, and potential trends for the development of the platform were identified.