TikTok Influencers and Brand Communication in Türkiye: A Qualitative Study from a Corporate Communication Perspective

Abstract

TikTok is a short-form video-sharing platform launched in 2016 by the China-based ByteDance under the name Douyin. Following its merger with Musical.ly in 2018, it rapidly gained global popularity. The platform has influenced individuals’ digital communication habits through its short video format and user-centric content creation capabilities. TikTok’s rapid access to its young user base presents significant opportunities for organizations and brands, but also brings risks such as data privacy and content security. TikTok’s dynamic algorithm prioritizes content based on users’ interests, enabling rapid access to a wide audience. A qualitative phenomenological research design was employed. Semi-structured interviews were conducted with 15 influencers collaborating with brands on TikTok. The content was analyzed using MAXQDA Analytics Pro 24 (Release 24.1.1). TikTok provides significant advantages such as visibility, viral content, and engagement with young audiences. However, challenges include content moderation, algorithmic uncertainty, and payment and trust issues. TikTok should be considered a priority channel, especially for campaigns targeting young audiences. Influencer collaborations have a positive impact on brand awareness, consumer trust, and engagement. The platform’s user-friendly tools, trending structure, and short video format allow brands to run creative campaigns on a low budget. However, some structural challenges, such as content control and trust issues, necessitate a professional and transparent collaboration model.