TikTok ticks the niche

After two years of being a content creator on Tiktok, together with my user experience on this platform, I realize that Tiktok is a perfect platform to promote niche products to generation Z because of its innovative algorithm. When I use the platform, I realize that the recommended videos considerably fit my watching preference.

As the platform rose rapidly during the outbreak, many pieces of research were conducted about this channel's role in the niche market. According to Paskin (2020), TikTok’s capacity to directly show niche content to the generation Z audiences who have demands has made it a powerful marketing tool. Unlike other social media algorithms based on connection, on "People you know", TikTok's algorithm customizes information flow in the ''For You'' page, a feed of recommendation videos based on the users’ activity on the app (Cervi 2021). TikTok’s suggestion is not only based on the popularity of the KOLs, but also on the title, music, tags, and other potential niche areas of users’ interests (Zhang & Liu 2021). Besides, the short format meets Generation Z’s fragmented information acquisition demands, leading to an explosive number of users on this platform (Syah, Nurjanah & Mayu 2020). Because of its detailed algorithm, it is hard for content to reach all types of audiences. Consequently, for the niche market, Tiktok is should be a top-of-mind marketing strategy to reach generation Z.

By understanding TikTok's algorithm, I will include this platform in my future communication strategy to promote niche products for generation Z. For example, I will have KOLs whose videos are about vegetarian diets to promote the vegan cookies on TikTok, or I will create promotional videos about that product myself and then upload them on this platform. Therefore, I can optimize the performance of my advertising strategy to meet the objectives.

References:

Syah, RJ, Nurjanah, S, Mayu, VPA, 2020, ‘Tikio (TikTok App Educational Video) Based on the Character Education of Newton’s Laws Concepts Preferred to Learning for Generation Z

’, Pancaran Pendidikan FKIP, vol. 2, no.7, pp.85-942, viewed 1 January 2022, <http://www.pancaranpendidikan.or.id/index.php/pancaran/article/view/325>.

Paskin, D 2020, ‘How TikTok is Transforming Tech’, Dr.Driscoll thesis, <https://com.miami.edu/wp-content/uploads/2021/05/mma_2020_thirdplace.pdf>.

Zhang, M & Liu, Y 2021, ‘A commentary of TikTok recommendation algorithms in MIT Technology Review 2021’, Fundamental Research, vol. 1, no.6, pp. 846-847, viewed 1 January 2021, ScienceDirect database.

Cervi, L 2021, ‘Tik Tok and generation Z’, Theatre, dance and performance training, vol. 12, no. 2, pp. 198–204, viewed 1 January 2021, Taylor & Francis Online database.