Promotion of brands and products on social media based on the analysis of TikTok

Purpose of the study: The subject is the impact of the Internet and social media on the form of advertising and its effectiveness. The purpose of the article is to show how Internet marketing has become an important phenomenon and how the growing importance of social media in consumer decisions has meant that it now plays a significant role in the process of creating a company's strategy and has a real impact on its results. Methodology: The method of the study was to analyze a case study and set up an account on the TikTok platform to have an insight into its functioning and the content posted. Information was obtained from available articles, reports, and research. Findings of the study: The use of social media in an advertising strategy has a positive impact on company performance. Platforms such as TikTok have become a powerful and appreciated marketing tool by global brands, as confirmed by the analysis conducted on the example of the brands Maybelline and OnlyBio. The former, thanks to a successful promotional campaign on the app, achieved campaign results 25% higher than expected. The second takes the podium in the category of the most viewed advertising campaigns on TikTok in Poland. Application of the study: The article presents the behavior of selected brands on the TikTok platform and their effectiveness. The use of case study analysis makes it possible to see how a well-thought-out advertising campaign or running an account for one's own company will increase interest in the company and boost sales. It also shows that more and more brands are successfully opting for such a solution in online marketing. Originality/Novelty of the study: The results presented here provide insight into the development of the TikTok application from a marketing perspective and show the potential and value of the platform in activities that build brand and product recognition.