Does Tiktok's Short Video Marketing Increase Product Purchasing Power among Young Consumers

Abstract

This paper delves into the profound influence of TikTok, a rapidly evolving social media platform, on the purchasing behaviours of the younger demographic, primarily Generation Z. Focusing on the platform's brief video advertising strategies, the study investigates how TikTok has become a nexus for brand promotion, product exploration, and consumer engagement. By examining the platform's capabilities, its alignment with the preferences of youthful consumers, and real-life instances such as successful marketing campaigns like the e.l.f. Cosmetics #eyeslipsface challenge, the article illustrates TikTok's significant impact on shaping purchasing decisions. However, it also acknowledges the limitations and challenges faced by TikTok's marketing influence, emphasizing the need for continued innovation and differentiation to sustain its competitive edge in the evolving landscape of social media marketing.