How do brands adapt content to trends on TikTok

• Ano de defesa: 2024
• Autor(a) principal: Silva, Camila Pilar e
• Orientador(a): Rosenthal, Benjamin
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: eng
• Palavras-chave em Português: Comunicação de marca; Marketing de conteúdo; Mídias sociais; Tendências
• Palavras-chave em Inglês: Brand communication; Content marketing; Social media; Memetic brands; Trends; TikTok
• Link de acesso: https://hdl.handle.net/10438/35057

This study explores the communication strategy of brands on TikTok, an increasingly popular social media platform in Brazil and many other countries. As TikTok is known for its trends, it is possible to note that brands have started to use them to their advantage as the platform’s algorithm helps to push the trending content. No studies have yet shown how brands adapt their communication on TikTok and how they use these trends, whilst the need for this study. Accordingly, the main research question that guides this study is how do brands adapt their communication to TikTok trends? Three different trends were explored in this dissertation: challenges, green-screen effects, and transitions. This research employs a qualitative approach, utilizing the content analysis method. Six different brands were selected, and 15 contents of each brand were analyzed. The results reveal that the notion of memetic brands is of great importance on TikTok as memes are valued by the community and therefore resonate positively with the algorithm. Brands need to pay attention to the current memes and use them to create content and adapt their content strategy to the evolving context of TikTok to maintain relevance.