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This article delves into an examination of the TikTok platform, whose global influence in digital marketing is steadily increasing. The author focuses on the key mechanisms and effective strategies for disseminating advertising content specifically within this environment. It is noted that despite TikTok's rapidly expanding user base, scientific research dedicated to the specifics of advertising on this platform remains insufficient. Therefore, the primary goal of the article was to identify and analyze the factors that ensure successful advertising dissemination on TikTok. To achieve this, the research relies on systematizing theoretical approaches to content dissemination in social media. The author comprehensively examines the interplay of the platform's algorithmic tools, primarily its recommendation system, and social factors, such as user-generated content (UGC). The analysis identifies and details advertising formats specific to TikTok, including hashtag challenges, TopView ads, and native integrations (in-feed ads). Furthermore, the key factors driving advertising effectiveness are explored, which the authors group into three categories: content-related (content quality and type), audience-related (target audience characteristics), and platform-related (features and functionality of the platform itself). Based on the findings, the author developed practical recommendations. These guidelines are intended for brands, advertising agencies, and content creators, aiming to help them increase reach and engagement levels in their TikTok advertising campaigns. Thus, this work makes a significant contribution to the development of media communication and digital marketing theories, particularly within the context of platforms governed by complex, algorithm-driven content flows.
Keywords:TikTok, advertising distribution, advertising strategies, recommendation algorithms, media communications, digital marketing, social media.
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