An Analysis of TikTok’s Platformization Impact and Social Media Marketing Strategies

Abstract

After the Covid-19 pandemic, TikTok became a large social media platform influencing the opinions of over a billion users. Sponsored by CloudYo Technology (云哟科 技), the goal of our project was to determine key variables for businesses to prioritize to increase viewership of their content on TikTok. The results from our experiment provided evidence that certain variables had a larger relationship to viewership than others, although each was significant. However, due to oversight and procedural roadblocks, our findings and project better serve as a pilot study for future topic endeavors