THE TIK TOK ECONOMY: BUILDING BRANDS IN THE ERA OF 15 SECOND VIDEOS

This study examines the rapid rise and influence of short-form video management marketing for Tik Tok in the contemporary digital economy, focusing specifically on the unique role of micro-video content in reshaping marketing and brand building. The evolution of internet technologies and mobile devices has significantly transformed content creation, shifting from text and images to dynamic video formats. This transformation has accelerated with the advent of faster internet connectivity, enabling seamless video uploads and widespread content consumption. Short-form video platforms, which prioritize brevity and interactivity, have emerged as dominant players in this new landscape, catering to the evolving preferences of digital audiences for quick, engaging, and personalized experiences. These platforms have not only redefined entertainment but also become vital tools for marketing and branding, allowing creators to experiment with innovative forms of storytelling. The combination of sophisticated algorithms, personalized content curation, and highly engaging formats has led to the widespread adoption of these platforms. Their ability to reach and influence vast global audiences has redefined traditional marketing strategies, offering new opportunities for brands to connect with consumers. This paper explores how these platforms, by leveraging short, creative videos, have become central to the evolution of digital marketing, emphasizing the role of authenticity, relatability, and creativity in building brand awareness and driving consumer engagement.