Growing and shaping the user base : the transformation of TikTok /
This case focuses on TikTok's user growth strategies. Since its launch in 2016, TikTok has made great efforts to transform itself from a "niche" social media platform targeting young teenage females with lip-syncing and dancing short videos to a "mainstream" social media pla...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
SAGE Publications: SAGE Business Cases Originals,
2023.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | This case focuses on TikTok's user growth strategies. Since its launch in 2016, TikTok has made great efforts to transform itself from a "niche" social media platform targeting young teenage females with lip-syncing and dancing short videos to a "mainstream" social media platform that hosts content appealing to the mass market. To achieve such goals, TikTok made systematic and coordinated efforts to transform and grow its user ecosystem, including user understanding and segmentation, content development and partnership, content management and recommendation, marketing, and user acquisition. The case invites students and educators to discuss TikTok's social, ethical, and regulatory challenges, and the potential paths forward for its user growth efforts and strategies. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781071915318 1071915312 |