The main aim of this research piece is to assess the question of whether TikTok is a good platform for music promotion. In order to do this, for this piece of qualitative research a number of 8 participants—who are regular users of TikTok—have been interviewed. The interview, which consisted of 23 questions, was informed by the Uses and Gratifications Theory. This theoretical model, which sees a close connection between the use of a given tool and the need of its user to obtain one or several gratifications from such use, allows one to obtain a good understanding of the behaviour of consumers (which is essential if the conclusions are to be of any use to marketers). The 8 participants interviewed are all Generation Z individuals (that is, all were born between 1995 and 2010). The reasons are that TikTok is a relatively new social media platform and that individuals of that generation are the ones who are most exposed to social media. The analysis of the interviews shows that virtually all of the participants are so-called ‘silent watchers’ (that is, users who consume but do not create content). If they do not create content, what is then their gratification? The analysis of the interviews shows that they use TikTok as a tool for music discovery (which can be seen as a form of ‘knowledge enhancement’ from the point of view of Uses and Gratifications Theory). This is a valuable insight, since it shows that TikTok can be used by marketers in order to promote new musical products (silent watchers like the ones interviewed will be open to it). Further studies might interview a larger number of people, and of different generations, in order to corroborate or modify the conclusions here reached.
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Asensio-Cuartero, Alicia
Rights Holders: Asensio-Cuartero, Alicia
Department of Marketing
MSc Digital Marketing
2024
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