TikTok Social Network as a Means of Internet Marketing of Libraries in Ukraine

Abstract

The aim of the article is to substantiate the actualization of the use of the TikTok social network by libraries of Ukraine as an effective means of Internet marketing and to identify its specifics on the platform. The research methodology. The achievement of this goal was facilitated by the use of a set of scientific methods: analysis, synthesis, induction, complexity and comprehensiveness of cognition, information diagnostics, generalization, abstraction and systematization. In particular, using the method of statistical analysis, it became possible to clarify the state of the presence of libraries of Ukraine in TikTok. The scientific novelty of the study is to determine the state of the presence of libraries in Ukraine in the TikTok social network, to argue the necessity and effectiveness of using this platform by library institutions as a means of Internet marketing, as well as to identify methods of its successful implementation. It is proposed to use the term “slidkuvach”, which is the official term of the TikTok social network in its localization for Ukraine, and means “the user who subscribed to the page”. Conclusions. Today, the use of the TikTok social network by public libraries of Ukraine as a means of Internet marketing is actualized through promising opportunities on this platform, namely: reaching the target audience (91% of the TikTok audience); establishing effective communication with users through the TikTok trending content format; creating an image of a digitalized and popular institution among young people; a wide range of tools for self-creation of quality content; promotion without investment of the advertising budget thanks to the algorithms and virality of the platform; equal chances of getting into the “Recommended” for both millionaires’ pages and new accounts. Specific methods of successful implementation of library video content in the TikTok social network as the basis for effective Internet marketing on this platform turned out to be: preliminary definition of content for their page that users would copy; adaptation to the library theme of TikTok trends; compliance with the rule of audience to interest from the first three seconds of the video; using the results of the latest research on current TikTok trends in content creation; regular content creation (3–5 videos per week) and analysis of the most successful publication formats.