Tiktok como herramienta de marketing digital en las organizaciones.

Abstract

This essay explores the role of TikTok as a digital marketing tool in organizations in the digital era. In this context, TikTok emerges as a significant platform, with a notable impact on communication and digital marketing. Its continuous growth and potential to reach wider audiences, especially through viral and short-form content, are described. The essay's thesis focuses on exploring how the strategic integration of TikTok as a digital marketing tool has transformed communication and strengthened connections with the target audience in organizations. The development of the thesis covered three main themes: Digital Strategic Communication, Digital Marketing, Social Media: TikTok, and the Importance of TikTok for Brands. The conclusions drawn from these themes include: Digital culture, characterized by digital exchanges, has reshaped how brands communicate, humanizing their images through immediacy and direct interaction. Cocreation emerges as an essential element to maximize the opportunities of digital strategic communication. In this landscape, TikTok stands out for its authenticity, creativity, and highly effective algorithm, providing brands with the opportunity to connect immediately and effectively with a diverse audience, especially the younger demographic. The platform presents itself as a "creativity lab" in constant evolution, significantly differentiating itself from other established social networks.