ISSN 2522-9400 European Modern Studies Journal Vol 6 No 6

available at journal-ems.com
Tiktok as a Brand Awareness Platform: A Review

Rahmad Agus Dwianto[1], Arief Bakhtiar Darmawan[2], Joko Santoso[3], Nur Wening[1]
[1]
Post Graduate Program of Management, Universitas Teknologi
Yogyakarta, Indonesia
[2]
Department of International Relations, Universitas Jenderal
Soedirman, Indonesia
[3]
Department of Sociology, Universitas Jenderal Soedirman,
Indonesia

Abstract. This study aims to discuss TikTok as a social media for brand advertising,
introduce products, and analyze TikTok advertising strategies to increase brand awareness.
Data obtained from brand advertisements published on TikTok for a month. Advertising data
on TikTok analyzed descriptively using NVivo. TikTok is a new social media popular
worldwide with users from teens to young adults. TikTok is a social media for advertising
through a short video sharing feature to increase brand awareness. The results show that brand
awareness increased on TikTok through various strategies, such as paid advertising, hashtag
challenges, and well-known influencers. The increase in brand awareness is known from the
impression data of users who see TikTok ads which fluctuate daily within one month of ad
serving. The results of this study contribute to the novelty of the product advertising method
using a platform that is currently popular and popular with teenagers and young adults. The
government can use the TikTok platform to promote government programs to attract people's
attention.
Keywords: advertising strategy, brand advertising, brand awareness, NVivo, TikTok

Introduction
In the past decade, consumer behavior has undergone a revolutionary change in terms of
collecting information about products and services that are in demand, how to make decisions
about which products to buy, and how to purchase products from the conventional way offline
be online. Changes in consumer behavior encourage companies to make changes in terms of
product sales, promotions, including branding. Business competition is getting tighter,
competitors are increasingly innovative to present similar products, even better than those that
have existed before. Companies that are not ready and unable to adapt to change are at risk of
being left behind and losing customers (Nastain, 2017). Changes in business strategy are
needed by companies to maintain their brand and compete fiercely. Changes in the company's
strategy for its products need to be done, and one of the changes that need to be made is to
build brand awareness among consumers of its products.
Branding is one of the factors that determine the competitiveness of similar goods and
services produced by different companies in the eyes of consumers. Brand, in addition to
reflecting the authenticity of the product, value, and product commitment introduced by the
company to consumers, also has a function to reduce product-related risks for consumers and
build social bonds without having to reveal the brand identity. A brand that is successfully built
has a special position in the minds of consumers and has a business identity. This identity
construction is directly proportional to the communication between brands and consumers. The
greater the strength of communication between brands and consumers, the higher brand
preference, and consumer brand loyalty. The most important point of branding is that the strong
relationships built with consumers have the power to drive consumer choice and loyalty (Swani
et al., 2017).

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One of the common communication channels that companies have recently implemented
in their marketing activities is social media. Social media can be defined as an application
program online, platform, or mass media tool that facilitates interaction, collaboration, or
content sharing between users in general (Ansari et al., 2019). The influence of social media
on consumer behavior covers a wide spectrum of activities ranging from informing, sharing
ideas and attitudes to gaining awareness and understanding, and visualizing post-purchase
behavior without purchase (Tatar & Eren-Erdoğmuş, 2016). This makes businesses more
interactive in marketing communications and finds innovative applications to make products
and brands more affordable through online marketing efforts through social media
communication channels. These practices, which express social media marketing activity,
include actions that encourage consumers to choose products and brands and which target
marketing messages to other consumers online.
Social media offers many opportunities for companies and organizations. On the one
hand, in using social media, consumers have developed new ways to interact with brands, voice
opinions about experiences brand certain, and also help in finding, evaluating, selecting, and
buying goods and services (Nastain et al., 2018). On the other hand, companies have the
opportunity to invest in a social media presence and develop more targeted advertising,
communicate with consumers, use the media to drive direct sales, gain insight into how
customers perceive and value a brand and the value of its lifespan. For branding, social media
has important strategic importance to remind, inform, and entertain consumers (Lovett &
Staelin, 2016), related to brands certain. The results of Lovett and Staelin's study (2016) show
that 54% of the consumer's decision process (and ultimately the purchase) is influenced by
social media communication. As such, social media is an essential part of marketing strategy
in online settings and organizations need to allocate the necessary resources to manage
communications online brand, regardless of whether these discussions come from third party
experts or consumer perceptions and reviews.
Thanks to social media marketing activities, companies or organizations can carry out
activities such as creating personal brand profiles and introducing online customer service,
product information, and special offers in a simple, inexpensive and sustainable manner
(Breitsohl et al., 2015). Also, at a very low cost, informing customers is highly functional in
terms of familiarity and brand awareness that business products and brands appear on social
networks where millions of users are logged in. Marketers are aware of the opportunities and
attractiveness presented by social media as part of their marketing strategy (Nastain et al.,
2018). In the research, it is stated that social media marketing activities are an important part
of branding for businesses (Tsimonis & Dimitriadis, 2014).
TikTok is one of the platforms micro-video-based social media, which has many
advantages such as multiple forms and a low platform registration threshold. According to
Social Report, TikTok users currently reach more than 500 million, and this means that TikTok
users are bigger than Twitter and Pinterest (Simon Kemp, 2020). Seeing a large number of
TikTok users, brands can maximize their potential to get audience attention. The high interest
and the fast distribution of content from TikTok to all social media platforms are the main
attractions in the world of marketing online. Currently, many companies use TikTok to build,
advertise products, build brands and market their products. Companies advertise through
celebrity TikTok accounts or use personal accounts. Companies can analyze user behavior
according to big data and find user preferences.
One of the successes of using TikTok in building brand awareness is done by Guess.
Guess once promoted his latest collection on TikTok, namely Fall'18 Denim Fit. They
encourage TikTok users to change their appearance using Guess denim to the accompaniment
I'm a Mess of Bebe Rexha's. The promotion, called #inmydenim, managed to attract more than
5,500 user videos, 10.5 million views, 14.3 percent engagement rate, and the addition of more

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than 12,000 followers on the Guess account on TikTok in a day, as reported by Later. This
success is proof that TikTok has succeeded in attracting user attention to a brand. The purpose
of this research is to analyze strategies to build brand awareness through platform TikTok.

Literature Review

The Concept of Branding

The core definition of a brand in modern times is that it is a unique combination of names,
symbols, terms, logos, words, or features that a company's products or services distinguish it
from other competitors in the industry (Mishra et al., 2011). Brands act as "choice guides" to
assist consumers in selecting a product they perceive to be better than the alternative. However,
the concept of the brand has changed over time as the developed brand has. Even though they
are still understood as the elements above, some ideas contradict the core definition. Neumeier
(2005) states that a brand is not a logo, name, or any form of identity, but "a person's perception
of a product, service, experience, or organization". The concept of a brand becomes more
emotional, more subjective, and makes it complicated to define in a single statement. Today's
brand no longer only functions as a representation of products and their features but also
represents the values, experiences, and emotions of companies and consumers.
Branding is the process of advertising a brand to consumers through a consistent themed
marketing campaign. The purpose of branding is to help brands "stand out from the crowd" and
attract potential customers. A book called Building A Brand explains that branding is about
providing exclusive offers through the creation of tangible and intangible features to
differentiate a product from its competitors (Ghodeswar, 2008).
In branding, businesses need to convey the purpose of the brand to the target audience
and provide an identity brand by utilizing positioning and differentiation (Bilgin, 2018).
Positioning brand is when a brand tries to differentiate itself from competitors in the market by
defining the value, quality, and goals brand unique (Geelhoed et al., 2014). To undertake a
successful branding strategy, companies must set their goals branding before others. A
conceptual model regarding the six steps a company needs to follow when starting a branding
campaign.

Figure 1. Conceptual Model Branding (Bilgin, 2018)

Setting a destination brand is the first step for any company when you start the journey
in an imaging brand. The purpose of the brand reflects the promise that the company will make
to buyers. Goals brand also provides answers to customers about the brand and its products.
Between the same product categories, the brand must position its products and differentiate the
product from other competitors. Both stages will perform at the same time and complement
each other (Bilgin, 2018). An easy example is to imagine a brand smartphone like Apple
promising a smartphone with maximum security to its customers. Apple positions its products
as safe smartphones and assigns a subcategory in the smartphone industry (Bilgin, 2018).

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Brand Awareness
In a marketing context, the company focuses on building consumer awareness to generate
the desired response from the audience. Brand awareness is defined by Keller (2016) as "the
personal meaning of the brand that is stored in the consumer's memory, that is, all descriptive
and evaluative brand-related information", which relates to the cognitive illustration of the
brand. This has to do with the likelihood that a brand will come to mind and the ease with
which it does. Brand awareness consists of brand familiarity and brand recognition (Lane,
1993). Consumer awareness of the company or brand can be generated as a stepping stone in
the customer buying process. A higher level of awareness or awareness can increase the
likelihood of consumers buying a product or service. This can give the company a long-
standing, sustainable competitive advantage. Social marketers focus on generating awareness
among the public to influence attitudes, associations, and beliefs towards a particular
organization or brand (Meena & Ganesan, 2020).
Brand awareness refers to the level of consumer recognition, acceptance, and recall of a
brand in any case (Bilgin, 2018). According to Aaker (1991) brand awareness is "the ability of
potential buyers to recognize or remember that a brand is a member of a certain product
category". Keller (2009) states that brand awareness is about track or crowd power in consumer
memories which reflects the consumer's ability to remember or recognize a brand in various
conditions. Brand awareness reduces the time and risk that consumers spend looking for the
products they will buy (Verbeke et al., 2007). In this case, consumers are expected to choose
the brand of information they have. Brand Awareness consists of four levels: brand recognition,
brand recall, top of the mind brand, and dominant brand. Brand recognition is associated with
consumer brand familiarity while brand memory is the thought of the brand initially when
various products are introduced (Farjam & Hongyi, 2015). Being the brand that comes to mind
initially refers to the most conscious brand in the product category. The level of brand
dominance refers to the degree to which the brand replaces the product category (Aaker, 1991).
Brand awareness in general, somewhat far-reaching and obscure, is impulsively
recognized by individuals in most companies. It can be defined as a tool that emphasizes
defining and generating familiarity and recognition from the target audience for a particular
brand (Yunan et al., 2020). Consumer awareness is an instrument that businesses use to
influence consumer attitudes towards a brand or company by creating associations and beliefs
of the target audience towards a particular organization or product.

TikTok
TikTok is an app for social media that concentrates on sharing short videos. Users can
take advantage of some visual styles, filters, and effects, as well as a built-in music library, to
create short videos. Lip-syncing, dancing, or acting out a comedy skit tuned to a 15-second
music clip are the most popular video genres. TikTok has increasingly shifted to a more
commercialized social media site, following the success of its Chinese sister app Douyin, which
allows users to earn revenue in response to their videos through in-app purchases and paid
reactions or gifts (Su et al., 2020).
TikTok is a popular micro-video based platform, which has many advantages such as
multiple forms with low platform registration threshold (Swani et al., 2017). The company
advertises through celebrity TikTok accounts or personal networks. On the one hand, friends
can share brand information through mini videos. Companies can analyze user behavior
according to big data and find user preferences. After that, the data center recommends relevant
mini videos to viewers. With high click rates and a high volume of comments, micro-videos
can become popular online videos and influence public opinion (Rocha et al., 2019).

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Research Method
The main data source used in qualitative research is secondary data. Secondary data
comes from literature studies of scientific journals, books, and news articles describing the
current state of the strategy to build brand awareness through TikTok social media. The data
used in the form of theory, words, actions, and documentation were analyzed descriptively
The research method used a descriptive qualitative method by using literature or literature
that comes from books, journals, and web-related to the topic of brand awareness. Qualitative
data processing in this study used software NVivo. The features provided in the software
NVivo can help with logic consumption and research design, and provide facilities for
analyzing content so that qualitative research becomes efficient.

Result and Discussion

Social Media and Its Impact on Brand Awareness

Social media consists of various online platforms that allow people to create and share
content, and to communicate with one another. Social media is the biggest trend of the 21st
century which is used for both personal and business purposes. For example, Facebook is one
of the most popular platforms, because users can find many functions in the same place. It can
be used to interact with friends, but also to search for brands, find more information about
brands, and also communicate with brands (Mehrullah & Rohail, 2018). According to a
worldwide DEI study on the impact platforms of social media on purchasing decisions, "70%
of consumers surveyed visit platforms social media to get information about a brand" (Laluyan
et al., 2017).
Social media is currently a key element of business marketing strategy, which can
influence purchasing behavior (Make, 1996). Social media also makes communication easier,
allowing for faster exchange between entities. Therefore, it is a mandatory element for any
company that wants to increase its sales, increase brand awareness, reduce marketing costs,
and be known around the world. A brand must create coherent content on platforms social
media, be responsive, and actively engage with customers. Platforms allow brands to remain
present in people's lives, they are an effective tool for influencing customer behavior. Social
media can be the key to success because it builds relationships, increases awareness, and
loyalty brand. Companies are revolutionizing the way businesses interact with customers, able
to influence purchases, mostly through digital influencers (Swani et al., 2017). Digital
influencers behave as intermediaries, publishing brands, and form opinions. Shared messages
reach multiple people very quickly. Therefore, companies need to create strategic partnerships
with influencers (Uzunoǧlu & Misci Kip, 2014).
Companies such as Dell, Starbucks, and others use social networking sites as promotional
media to build brand awareness. As a marketing tool, social networks offer significant
opportunities to build the consumer-relationships brand in marketing (Moriansyah, 2015). In
recent years, many businesses have seen social media as one of the most effective ways to
communicate and empower consumers to create distinct identities brand and enhance
communication by brand-consumer. Tsimonis and Dimitriadis (2014) stated that brand
awareness is one of the main outputs expected from business social media marketing activities.
Seo and Park (2018) found that social media marketing activities in the airline industry have a
positive effect on brand awareness and brand image.

The Diffusion Process of Brand Awareness on the TikTok Platform

The diffusion pathway includes strategy determination, element classification, mode
selection, media selection, audience psychological analysis, market communication cycle,
globalization and localization, network communication, and effect evaluation (Kaplan &

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Haenlein, 2010). Due to the different processes, it can be divided into examining themes,
positioning target customers, market positioning, brand representation, attaching brand culture,
determining information, selecting and integrating media, implementing integrated
communication, effects evaluation, and regulation, etc. The continued development of
networks encourages the continuous integration of social media, big data, and the Internet. The
diffusion path of brands with social media is constantly being updated. Brand diffusion is no
longer a one-sided "broadcast" communication from the brand merchant but is two-way (Figure
2).

Figure 2. Diffusion of Brand Awareness in Social Media (Kaplan & Haenlein, 2010)

As shown in Figure 2. On the one hand, the audience finds the need for brand information
and accepts the spread of brand information on social media. At the same time, audience brand
preferences are filtered and matched through a database, then users are recommended to brand
merchants (Rocha et al., 2019). On the other hand, companies share information with customers
and select target customers according to their preferences to carry out targeted brand
information dissemination. Brand diffusion connects brand merchants and audiences via social
media. Audiences may not be fans of the brand but can become potential consumers by
exploring brand information.

Figure 3. Diffusion of Brand Awareness on TikTok (In & Carvalho, n.d.)

Audiences receive brand information while browsing small video information, as shown
in Figure 3. Brand diffusion on TikTok is more about the user experience after they use the
product. The contents are new and interesting. Audiences can have a more intuitive

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understanding of the product and comment freely, which is more likely to lead to impulsive
consumption. TikTok is recommended for users to promote videos based on big data and target
their audience accurately (Rocha et al., 2019). However, Tiktok lacks rigorous reviews of
videos shared by users on the platform and the public relations crisis. There is a lot of false
information or bad information in the video. This can easily cause bad effects and lose the
target audience (Swani et al., 2017).

TikTok Algorithm
An algorithm is a set of rules that must be followed to solve a problem. Algorithms are
very close to the world of technology. As technology develops, these commands become more
and more complex, so the algorithm also becomes more and more difficult. Algorithms are
used in various applications so that what is displayed is by the interests of the user. Users will
also feel more comfortable using the application. It is important to understand TikTok's
algorithm to determine the strategy for how content on TikTok is distributed to all users. In the
application, there is a For You Page page, where this page is the initial display in the application
that displays various content on TikTok. On this page, users will be presented with various
content even though they do not follow the account. This is what distinguishes TikTok from
other social media. When uploading a video on TikTok, the video will be distributed to a small
audience. After that, you will see how the content is performing. When a small portion of the
audience likes it, the content will be circulated to a wider audience. This means the content will
go viral if it appears on the for you page of many users.
Unlike Instagram, the content displayed on this page is not based on novelty, but
according to user preferences. For example, users who enjoy comedy content are likely to be
provided with similar content over and over again. The TikTok algorithm will make this page
view different for each person. Not only that, TikTok on its official page states that many
factors affect the appearance of the for you page of each user. These factors include user
interaction: what kind of content the user often likes, comments on, and even shares video
information: how caption and hashtags are used in the video. Settings of each account and
device: such as language, type of device used, and residence. Furthermore, the main thing in
influencing videos to get a large audience is the interest of other users towards the content.
Video content that is watched until the end of either a short or long duration will be considered
interesting. This informs the TikTok system to spread the video to a wider audience.
Using the TikTok algorithm can drive a campaign brand awareness so that your audience
gets what they want. One way to do this can be done by posting a few different videos on
TikTok to see which one catches the most attention, the results will determine which product
will be launched next. This is a popular trend in TikTok where people make decisions based
on likes and views, which not only has a positive impact on growing account followers but also
increases brand awareness.
A marketing strategy in which consumers spread information widely about a product or
services brand's on the internet. According to Jonah Berger in his book 'Contagious: Why
Things Catch On', the key to viral marketing is the desire for consumers to share and share
information that meets several criteria, namely: social currency, top of mind, emotions,
visibility, benefits, and stories. Video content on TikTok has social currency value and
visibility. Social currency is when something makes someone look cool or good, he will share
it. Visibility is when something is easy to see, it is easier for people to imitate. The TikTok
platform makes it easy for every user to view and share videos of their work with unlimited
creativity. Following the challenge and reinventing the dance in their style provides a social
currency for TikTok users.

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Strategy to Build Brand Awareness through the Platform TikTok
Paid Advertising. Paid advertising is a great way to build brand awareness of TikTok.
The paid advertising feature is relatively new, ad purchases can generate more engagement
than other popular social media platforms like Instagram and Facebook. Big brands such as
Nike, Chipotle, and NBA use paid advertising to increase brand awareness. However, the price
of paid advertising is high. Paid campaigns start at a minimum of $ 500, after which the
spending limit has expired. This is probably the reason why most established and well-financed
brands use paid advertising options. ROI can be useful if the demographic is Gen Z, as this is
the main demographic simply by creating an advertising account to start advertising on TikTok.
The result that can be seen is that the use of TikTok as a medium to increase brand
awareness is very effective. To reach an audience for our brand, you only need to advertise on
TikTok. Some things that can be seen are the number of impressions of the advertisements that
we put on TikTok. There are several types of advertisements on TikTok, including Cost per
Click (CPC), Cost per Mile (CPM), and CPV (Cost per View). CPC is a method where
advertisers must pay for each click on the advertisement that is placed. CPM, advertisers have
to pay ads per thousand ad impressions to the audience. CPV requires advertisers to pay per
view of advertisements that have been installed.
Apart from the types of advertisements on TikTok, video quality or high resolution is
needed in order to encourage the interest of ad users. Content on TikTok can be packaged in
packages that approach the audience with daily activities so that TikTok users feel closer to the
brand personally. In addition, you can also work with influencers to maximize the use of
advertising.

Figure 4. Impression of Advertising on TikTok

The first impact you get from advertising on TikTok is Impression. This impression
method optimizes ads to appear as much as possible on the target you want to achieve, and is
charged based on the payment per thousand or cost-per-thousand model (Idcloudhost, 2020).
The following are the results of the impressions you made in one month.
From the exported data, it can be seen that the average impression for 1 month is 114418,
or the average ad is shown 114418 times a month. The highest number of impressions occurred
on day 3 with the number of impressions 620454. While the lowest impression on day 5 was
6978 impressions.
Hashtag challenge. The challenge or the challenge is a feature that most TikTok users
have participated in. So, to attract the attention of the audience, brands can create a hashtag
that is easy for the public to find and remember. One example of a hashtag that works is
#tumbleweedchallenge by presenter Jimmy Fallon. More than 8,000 TikTok users followed it

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and more than 10.4 million engagements were achieved by hashtag this. When a brand creates
a challenge and contains a hashtag in it, brands can collaborate with influencers to get started
so that the hashtag can be more visible to the public, so that many users are interested in
following it and make the name brand more quickly recognized by the wider community.
User-Generated Content. The concept of user-generated content tends to be more
productive in dealing with consumers, where they can contact, engage, and express themselves
and contribute to content creation (Huotari et al., 2015). User-generated content helps in
building virtual communities for brands which ultimately enhances the brand image as well
(Holliman & Rowley, 2014). It is observed that young consumers are more actively
participating in sharing their views about the products or services they experience with different
brands (Hsu et al., 2013). Healthy content from brands can help brands retain their customers
who can become brand advocates in the future and help the company to attract potential target
markets by posting reviews on social media platforms and spreading positive word of mouth
for the company (Hur et al., 2011). Today's youth are more interested in social media marketing
on social networking sites where they are more active than traditional marketing sources such
as radio, newspapers, and television. Consumers need instant access to information for their
convenience. They are interested in using several types of social media accounts to find the
information they need and ultimately make purchasing decisions However, this study
determines social media marketing by examining the number of profiles using social
networking sites, the media in which users are more engaged as well as their input on brand
marketing campaigns on social media.
Many TikTok users range in age from 16 to 24 years or are in the Z generation. This
target audience is happy with experiences that make it necessary for them to jump right in.
When brands create user-generated content it can help them with several aspects of business
development. Brands can encourage their customers to be interested in sharing videos on their
accounts or allowing the audience to interact with a product, so their potential to buy and use
it is higher.
Influencer marketing platforms. Video-based social media are proven to be effective
in achieving objectives brand when working with influencers. If the product offered matches
an audience of influencers, then a campaign influencer marketing with TikTok has the potential
to achieve success. But one condition that needs to be remembered is that, let the influencers
create the content, because they are also the ones who know their audience the best. That way
the content presented is authentic and more trusted by the audience.
Give TikTok users backstage access to the brand. Online users are becoming more
interested in the inner workings of a brand. Users want a personalized feeling. Users want to
see that brands exist for real, and take a peek at what companies are doing behind the curtain.
TikTok is great at this, as the company can easily take users on a behind-the-scenes tour once
or twice a week. For example, if the company sells shirts, take the user to the design
department, let the users see how the shirt they want to buy is made. Displaying the company
culture is another great way to connect with users. Give your audience backstage access to the
company culture one day in the life, this will make TikTok users part of the brand community.

Conclusion
The platform is TikTok medium in building brand awareness, especially for young adults
and adolescents who actively use TikTok. Companies need to find creative ways to attract
attention in an effort to increase consumer brand awareness. Strategies can be carried out by
using the TikTok algorithm to create viral content, create TikTok paid advertising content,
hashtag challenges, user-generated counts, influencer marketing, and involve consumers in
making decisions about products to be issued in the market.

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