Advertising integrations in the TikTok social network: Concept, functions, formats, genres

Abstract

The article deals with the specifics of advertising integrations in the video content of the TikTok social network, their genre-stylistic and linguistic features, functions and formats. It is noted that native advertising becomes an important tool to neutralize the lack of attention and the negative attitude of recipients to advertising messages. This is due, in particular, to the fact that this kind of information is perceived by the audience as a natural component of the image of the blogger due to the high degree of personification and direct connection with the person who is authoritative for the recipients. Among the most common formats of advertising integrations are the purchase of author hashtags by users and the launch of challenges; native advertising; targeting advertising; TopView, etc. The main functions of advertising integrations in the social network under consideration are the following: finding a loyal audience in the short term; providing information about the advertised product; involving the audience in the communication process and forming a positive image of the product/service in the minds of the target audience. Particular attention is paid to the typology of genres and linguistic features of native advertising integrations in the social network TikTok. The study material is 158 videos from 2020–2022, containing information of advertising nature.