Brand Communications in TikTok: Thematic and Formats Analysis of Videos of Ukrainian companies

DOI: 10.17721/2522-1272.2023.83.11  

UDC 007:659.4:659.118.1(477)

Dmytro Oltarzhevskyi, Doctor of Social Communications, Professor Educational and Scientific Institute of Journalism, Taras Shevchenko National University of Kyiv

Iryna Popaz, Master Student Educational and Scientific Institute of Journalism, Taras Shevchenko National University of Kyiv


The research aims to identify and systematize thematic directions and creative formats of content used in brand communications on the TikTok platform. 112 videos, each receiving more than 1 million views, from 25 Ukrainian companies were selected for analysis.

As the study results showed, videos on behalf of brands in TikTok can be conditionally divided into three categories: entertaining, useful tips, and educational. Simultaneously, entertaining videos related to humor, jokes, pranks and coverage of life situations make up more than 90% of all content. In turn, it is possible to single out the most common formats of entertaining videos that companies use for marketing purposes. Among them are sketches, street polls, and challenges that are based on game mechanics and work effectively to attract viewers.

The recommendations developed as a result of the research relate to companies’ search for their own star column, which provides the largest number of contacts and interaction with stakeholders, and methods of humanizing content, which ensures the right tone of voice. Comprehensibility, dynamism, and triggering of the video are the essential characteristics that correspond to the algorithms of TikTok promotion, providing viral effects and increasing the number of views and audience engagement indicators.

It was concluded that the TikTok platform helps implement the communication strategy of brands aimed at building long-term relationships with stakeholders, creating conditions that contribute to the formation of desired consumer behavior, and can be successfully used as a source of lead generation and organic traffic to stimulate sales.

KEYWORDS: brand; brand communications; content; marketing; thematic analysis; TikTok.

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