TIKTOK

TikTok is a social media platform focused on short videos, and it has rapidly grown and become a global
phenomenon. To better understand the customer context, main ideas, and key research points of TikTok,
consider the following factors:

I. Background:
1. The background:

 Origins: TikTok, also known as Douyin, is a short video hosting website operated by the Chinese
internet company ByteDance.

 Launch: After the app's 2016 release, TikTok has become one of the world's most popular social
media platforms, using recommendation algorithms to connect content creators with new
audiences. In April 2020, TikTok surpassed two billion mobile downloads worldwide.

 Combination: Musical.ly was a social media video platform that allowed users to create short
lip-sync and comedy videos, initially released in August 2014. On August 2, 2018, Musical.ly
and TikTok combined, combining all of the users' data and accounts into a single app but
maintaining the name Using TikTok

2. Mission:

 Inspiring creativity: TikTok creates a playground for everyone to showcase their talents and
create unique and interesting content.

 Community connection: By allowing users to share brief videos, this platform fosters global
connections between people who are interested in exchanging ideas and happiness.

 Creating joy: TikTok wants to give its customers moments of amusement and leisure.

3. Customers' insight on TikTok:

 Main audience: TikTok attracts a very diverse group of users, but it is most popular among
young people from Generation Z (born from the mid-1990s to the early 2010s) and Millennials
(Generation Y). These users are attracted to quick, humorous, creative content, and sometimes
viral (spreading rapidly).

 Location: TikTok is globally popular with a strong presence in China (Douyin version), the
USA, India, and many other countries. The application is particularly attractive in emerging
markets, where video is a quick and easy way to convey information.
 Interactivity and creativity: TikTok users enjoy participating in challenges, viral short videos,
and creating content through music, memes, and special effects. TikTok provides an easy
platform for video creation through its user-friendly interface and integrated editing tools.

4. Main Features:

 Sharing short videos: The main function of TikTok is to allow users to create and share short
videos (usually 15-60 seconds) in various genres. This makes the content more accessible and
appealing to users, especially in the context of increasing information and distractions.

 Content is controlled by an algorithm: The application's algorithm personalizes content

recommendations based on user preferences and interactions, ensuring a highly engaging
experience.

 Encouraging creativity: TikTok encourages users to be creative through effects, sounds, music,
and built-in video creation tools. Challenges and memes are an important part of the TikTok
ecosystem, helping to drive engagement and creativity.

5. Key research points about TikTok:

 User behavior and customer experience: A study on how users interact with TikTok content,
why users are attracted, and how factors like music, humorous content, or viral challenges drive
engagement.

 Content trends: Popular genres (humorous, dance, educational, etc.), emerging trends and
challenges, analysis of viral content

 Monetization strategy: Advertising models (in-app ads, brand collaborations), e-commerce

opportunities, creative economy (gifts, merchandise, etc.)

 Competition: Analyze competitors (Instagram Reels, YouTube Shorts), competitive advantages,

and challenges

 Privacy and security policy: Since TikTok collects a lot of personal data, security and privacy
issues have become a major concern, especially in Western markets. Research can focus on data
collection and usage, as well as related regulations and policies.

II. Tiktok’s Strategies

1. 4Ps Strategy:
a. Product: TikTok short video has many products, mainly including users who can publish their
original content. Other users can see it and give likes and follow after review, or bloggers can
open live broadcast goods so that users can reward and buy products recommended by bloggers.
This is very in line with the younger positioning of the product design to create a relaxed and
happy environment for people. A mobile phone can provide entertainment services to users,
allowing people to take full advantage of fragmented time and take the attention economy as a
breakthrough.
 b. Price: On pricing, the cost for ordinary users to watch and publish short videos is zero, while
business users have to pay. Moreover, TikTok does not need to pay fees or invest money or
energy to download and use it, lowering the threshold for users to enter, thus increasing its
downloads and usage. But the user can go through the software to make money and consume. It is
available for the user to liquidate all kinds of the belt because some of the videos are for
advertising or bloggers will live with goods, it can directly face consumer advertising, from the
cost of intermediaries, so that it sells goods prices lower, it can attract users attention, open a new
horizon for economic development.
c. Place: TikTok combines online and offline. Online, when it was promoted on Watermelon video,
QQ, WeChat, and other apps, at the same time, TikTok also connected with social media,
allowing people's videos to be spread through WeChat and QQ and shared to many platforms,
which realized "viral marketing" increased the number of videos views and significantly
promoted the platform. Offline, TikTok has entered some colleges and universities for offline
publicity in the offline world, attracting many students to join the forum and creating more
exciting content for them. When most people use the latest Internet language learned from Tik
Tok, how can the rest resist ‘temptation’-Tik Tok and not join them?
d. Promotion: TikTok invited many social celebrities and stars in the entertainment industry to join
TikTok and released short videos, which brought free traffic and popularity to TikTok and built a
more extensive user base. So far, many celebrities have joined TikTok. When celebrities post
challenges or funny videos, many users will imitate them and hope to reply. By using stars, more
users came to download Tik Tok and then brought unlimited traffic to Tik Tok, reducing the
publicity cost, and also achieving a virtuous cycle -- the more popular a celebrity is, the more
platform traffic it will bring, and the more platform traffic will attract more comes to Tik Tok.
Due to its popularity and influence, TikTok has attracted CCTV News, CCTV Finance, People's
Daily, and CCTV various channels to settle in and bring more authoritative and high-quality
content, presenting three-dimensional content to users. What's more, it can make people who
don't know TikTok sit up and take notice and be willing to download TikTok to find out why
even CCTV is ready to release videos on the platform. Then they can find the benefits Tik Tok
brings to them and stay.
III. TikTok’s Problems & Solutions:

A. Problems:

1. Data Privacy and Security Concerns:

Bans and Restrictions: Governments worldwide, especially in the U.S. and Europe, have scrutinized
TikTok for potentially compromising user data privacy, suspecting it may share information with the
Chinese government. Due to privacy concerns, several countries have considered or implemented
temporary bans and restrictions on TikTok. These actions threaten TikTok’s user base and growth,
especially in markets like India, which previously accounted for a significant portion of its global users.

2. Intense Competition:

2.1. Competing Platforms: Instagram, YouTube Shorts, Snapchat Spotlight, Facebook Watch.
- Instagram Reels (Meta): With Instagram’s massive existing user base and the backing of Meta, Reels is
a formidable competitor. Meta’s advanced ad infrastructure and integrated social media experience allow
brands to advertise across Facebook and Instagram seamlessly, challenging TikTok’s advertising appeal.
By targeting influencers and brands with monetization options, Instagram makes it difficult for TikTok to
retain exclusive loyalty from content creators.

- YouTube Shorts: As the world’s largest video platform, YouTube has an advantage in established
creator relationships and robust monetization opportunities. YouTube’s global accessibility, especially in
markets with limited access to TikTok, can potentially shift creators and viewers to Shorts, especially
since Shorts can direct users to longer-form content and revenue streams on YouTube’s main platform.

- Snapchat Spotlight: Although smaller in global influence, Snapchat is popular among Gen Z users, a
demographic critical to TikTok. Snapchat’s approach to short-form content keeps it appealing in Western
markets, particularly the U.S. If Spotlight continues to gain traction with unique features like augmented
reality and location-based content, it could erode TikTok’s user base over time.

-Facebook Watch: Mainly used in Vietnam. Although not as global as TikTok or YouTube Shorts,
Facebook Watch has a strong foothold in markets like Vietnam, where Facebook is widely popular. It
tends to focus on longer videos and community-driven content, appealing to users who like a more
traditional video experience. In places where Facebook dominates, Watch could pull in viewers who
prefer staying within the platform they already know. While it’s not a direct rival to TikTok's short-form
style, with the right tweaks—like adding more short, interactive videos—Facebook Watch could
gradually pull some attention away from TikTok in these regions.

These apps have introduced similar short-form video features, challenging TikTok’s dominance. Each
platform leverages its established user base and unique features to attract content creators and viewers,
making it harder for TikTok to maintain a competitive edge.

2.2. Innovation and Adaptation Pressure:

- TikTok faces significant innovation and adaptation pressures due to rapid technological changes,
content saturation, and evolving user expectations. To remain competitive against platforms like
Instagram and YouTube, TikTok must continuously enhance its features and user experience while
adapting to diverse global markets and varying cultural preferences. Additionally, it must comply with
emerging regulations on data privacy and content moderation. The platform also needs to support its
creators through sustainable monetization strategies while addressing social concerns related to mental
health and content authenticity.

3. Negative Content and Moderation Issues:

TikTok grapples with negative content, facing criticism for the presence of inappropriate, harmful, or
misleading material on its platform. Despite implementing algorithms and community guidelines aimed at
maintaining a safe environment, challenges persist in effectively moderating user-generated content due
to the sheer volume uploaded daily. This can result in exposure to hate speech, misinformation, and
explicit material, which may harm users, particularly younger audiences.
Incidents like the "Blue Whale Challenge," – also known as a “suicide challenge”, which encouraged
dangerous behavior among users, highlight these ongoing issues. As a result, TikTok must enhance its
moderation systems, invest in advanced technology, and promote community awareness to mitigate risks
while balancing the need for freedom of expression. This is crucial not only for user safety but also for
maintaining customer perception and protecting the brand's image in a competitive landscape.

B. Solutions:

1. Data privacy and security concerns:

- Data localization: By establishing data centers in key regions, TikTok ensures user data is stored locally,
mitigating concerns about foreign government access.

- Enhanced security and transparency: TikTok uses robust encryption and publishes transparency reports
to demonstrate its commitment to protecting user data and complying with legal standards.

- Legal and PR strategies: TikTok challenges bans in court and runs public relations campaigns to educate
users and governments about their privacy practices and efforts to safeguard data.

2. Countering competitors:

- Algorithm and personalization: TikTok's algorithm is highly sophisticated, using machine learning to
personalize content for users based on their interactions. This keeps users engaged and coming back for
more. For instance, if a user frequently engages with dance videos, they’ll see more dance content on
their feed.

- Creator-friendly features: TikTok has introduced numerous features to support content creators, such as
the Creator Fund, which provides financial incentives, and tools like analytics and live streaming to help
creators grow their audience. Affiliate marketing allows creators to promote products directly within the
app, earning commissions on sales generated through their unique links. This multi-faceted approach
strengthens creator loyalty and engagement while providing diverse revenue opportunities.

- Collaborations and partnerships: TikTok collaborates with brands, celebrities, KOL, and influencers
such as Maybelline, Châu Bùi, Ciin, S Channel,... to create sponsored content and campaigns, enhancing
its appeal to advertisers and users alike.

- User engagement: TikTok continuously introduces new content formats and trends, encouraging users
to create and share unique and viral content. TikTok emphasizes user engagement through interactive
features like challenges, duets, and hashtags, which encourage users to participate and share content.

Example:

· Challenges: APT challenge, Color challenge…

· Duets: Singing duet, Conversation duet…

· Hashtags: #learnontiktok, #studywithme…

3. Enter the e-commerce market:

- TikTok Shop: TikTok launched TikTok Shop in September 2023 to counter competitors like Instagram
and YouTube by integrating shopping directly into its platform. TikTok Shop allows users to shop for
products through shoppable videos and LIVE streams directly from the For You feed. Brands, merchants,
and creators can sell products using in-feed videos, LIVE videos, and product showcase pages. This
seamless shopping experience keeps users engaged within the app, boosting TikTok's appeal to both
consumers and businesses. Example: A fashion influencer could showcase outfits in a video, and viewers
could immediately purchase the featured items with just a few clicks.

4. Discarding negative content and enhancing moderation systems:

- Enhancing content moderation with AI: TikTok has significantly invested in artificial intelligence (AI)
to improve content moderation. The platform uses AI to automatically detect and remove harmful
content, such as hate speech, misinformation, and explicit material. This technology helps manage the
vast amount of user-generated content uploaded daily. By leveraging AI, TikTok aims to enhance the
precision and efficiency of its moderation systems, reducing the burden on human moderators and
ensuring a safer environment for users.

- Strengthening community guidelines and policies: TikTok continuously updates its Community
Guidelines to address emerging risks and behaviors. These guidelines set the norms and code of conduct
for the platform, helping maintain a safe and inclusive environment. TikTok also provides clear
explanations for content removals and allows users to appeal decisions, ensuring transparency and
fairness in its moderation practices. By fostering community awareness and encouraging responsible
content creation, TikTok aims to mitigate the spread of harmful content.

- Collaborating with regulators and enhancing transparency: To address regulatory scrutiny, TikTok has
been working closely with regulators and policymakers to demonstrate its commitment to user safety and
content moderation. The platform regularly publishes transparency reports and engages in dialogues with
stakeholders to address concerns and improve its practices. TikTok also invests in trust and safety
initiatives, such as default screen time limits and family pairing features, to protect younger users and
enhance user control over their experience.

=> To address the Blue Whale Challenge, TikTok swiftly prohibited and removed all content promoting
this harmful trend, disabling related hashtags to curb its spread. The platform emphasized its strict safety
measures and policy against dangerous challenges, working closely with regulatory bodies like the FDA
to ensure compliance and user safety. Additionally, TikTok issued statements expressing sympathy for
affected families and reinforced their commitment to protecting users from harmful content.

III. Evaluation

TikTok, a short-form video-sharing app, has experienced meteoric growth in recent years. Its success can
be attributed to its innovative features, user-friendly interface, and effective marketing strategies. This
evaluation will examine TikTok's marketing plan, focusing on the 4Ps (Product, Price, Place, Promotion).
 1. 4Ps Analysis

 Product: TikTok's product positioning as a platform for user-generated content has resonated
well with its target audience, particularly younger demographics. The app's focus on creating a
relaxed and happy environment has fostered a strong sense of community and engagement.

 Price: TikTok's free-to-use model has significantly lowered the barrier to entry for users, making
it easily accessible to a wide range of individuals. While premium features or services might be
introduced in the future, the core functionality remains free, ensuring continued growth.

 Place: TikTok's strategic distribution channels, both online and offline, have played a crucial role
in its rapid expansion. The integration with other social media platforms and offline events has
facilitated viral marketing and increased brand awareness.

 Promotion: TikTok's celebrity endorsements and influencer marketing campaigns have been
highly effective in attracting new users and generating buzz around the platform. The company's
ability to leverage the power of social media influencers has been a key driver of its success.

2. Evaluation of Marketing Effectiveness

To measure the impact of TikTok's marketing plan, it is essential to track key performance indicators
(KPIs) across various dimensions. These include:

 User Growth: Monitor the increase in monthly active users, daily active users, and new user
acquisition rates.

 Engagement Metrics: Track metrics such as video views, likes, comments, shares, and time spent
on the platform.

 Content Creation: Analyze the volume and quality of user-generated content, including the
diversity of topics and formats.

 Brand Awareness: Measure brand recognition, recall, and positive sentiment through surveys,
social media monitoring, and brand tracking tools.

 Advertising Revenue: Assess the growth in advertising revenue from both in-app ads and branded
content partnerships.

 E-commerce Performance: If applicable, track metrics such as sales volume, conversion rates,
and customer satisfaction for TikTok Shop.

TikTok's marketing plan has been instrumental in its rapid growth and success. By effectively leveraging
the 4Ps and continuously adapting to evolving market trends, TikTok has positioned itself as a leading
platform for short-form video content. To sustain its momentum, the company should prioritize content
moderation, user privacy, community engagement, e-commerce development, and international
expansion. By addressing these areas, TikTok can solidify its position as a dominant player in the social
media landscape.

PROBLEMS:
1. Problem: Targeting and Ad Relevance

 Challenge: TikTok has a diverse audience with varying interests and preferences, making it hard
to create ads that resonate universally. Many ads feel generic or fail to reach the right
demographic.

2. Problem: Lack of Trust in Ads

 Challenge: Many users are skeptical of traditional ads, especially if they seem overly polished,
forced, or inauthentic.

3. Problem: Ad Fatigue and Lack of Engagement

 Challenge: Users on TikTok are exposed to a high volume of ads, leading to ad fatigue and
decreased engagement.

4. Problem: Algorithm Dependence

 Challenge: TikTok’s algorithm determines which content gets visibility, making it challenging
for brands to ensure their ads reach the right audience.

TACTIC: #Glowyourway challenge

Objective

 Showcase the inclusivity of GlowUp Cosmetics’ products across a diverse range of skin tones,
identities, and styles.

 Build trust and connection with the audience by partnering with popular TikTok creators.

 Enhance ad relevance by reaching the right audience through authentic, creator-driven content.

Step-by-Step Campaign

Step 1: Identify and Partner with Diverse Creators

Use TikTok’s Creator Marketplace to find 10–15 influencers who represent a variety of backgrounds,
skin tones, and beauty styles. Include creators with different skin types, ethnicities, genders, and makeup
expertise levels.

Step 2: Co-Create the #GlowYourWay Challenge Content

Work with creators to design short-form videos that showcase how they use GlowUp Cosmetics’ products
to enhance their unique beauty. The content should revolve around the theme of "glowing in your own
way," encouraging confidence and self-expression.

Content Ideas:

o "Day-to-Night Glow": Creators demonstrate their day and evening looks with GlowUp
products.
 o "Quick Routine for Busy Days": Realistic, achievable routines using GlowUp that speak to a
younger audience's fast-paced lifestyle.

o "Makeup Therapy": Creators share their skincare and makeup routines as self-care moments,
highlighting the emotional benefits of self-expression.

Step 3: Use Interest-Based Targeting to Reach the Right Audience

Utilize TikTok’s Ad Manager to target specific interests relevant to GlowUp’s audience, such as
“Beauty,” “Skincare,” and “Self-Care.”

Step 4: Emphasize Transparency with Labels and Captions

Clearly label each video as a “Paid Partnership with GlowUp Cosmetics,” and encourage creators to add a
line in their caption about why they chose to collaborate with the brand.

Step 5: Launch a User-Generated Content Challenge

Invite TikTok users to join the #GlowYourWay challenge by sharing their own makeup looks using
GlowUp products or any similar products they love. Encourage users to show how makeup helps them
express their unique personalities and styles.

Incentive: Offer a chance to win a “GlowUp Care Package” for the top 10 submissions. This package
could include a personalized selection of GlowUp products and exclusive early access to new items.

Step 6: Collect, Analyze, and Share Success Stories

Track metrics like views, engagement rates, and the number of user-generated videos. Use this data to
create a follow-up campaign celebrating some of the most popular videos and stories from users.

Campaign Example Posts

1. Creator Post: “Getting my GlowOn with @GlowUpCosmetics! Showing you how I get my
perfect day-to-night look. It’s all about glowing YOUR way! 🌟 #GlowYourWay
#GlowUpPartner”

2. User Submission: “Here’s my entry for the #GlowYourWay challenge! Love using makeup as
my self-care moment and showing my true self! Thanks for inspiring me,
@GlowUpCosmetics. 💖 #SelfCareSunday”

HOW THE CAMPAIGN SOLVES THE PROBLEMS

Partner with diverse creators and use TikTok’s interest-based targeting to ensure content aligns with user
interests and demographics.

Use trusted creators, transparent labeling, and genuine, experience-driven content to build credibility.

Launch an interactive, fun challenge (#GlowYourWay) to encourage participation and user-generated

content.
Use authentic, trend-aligned content from creators and UGC to improve organic discoverability

Expected Outcome

 Engagement: Increase in brand awareness and engagement on TikTok due to the personal,
relatable content from diverse creators.

 Community Building: Creation of a supportive, inclusive space for users to feel seen and valued.

 Brand Trust: Positive brand sentiment by focusing on inclusivity and allowing real users to
share their experiences, building long-term trust with the audience.