TikTok Influencers and Brand Communication in Türkiye: A Qualitative Study from a Corporate Communication Perspective

Abstract

TikTok is a short-form video-sharing platform launched in 2016 by the China-based ByteDance under the name Douyin. Following its merger with Musical.ly in 2018, it rapidly gained global popularity. The platform has influenced individuals’ digital communication habits through its short video format and user-centric content creation capabilities. TikTok’s rapid access to its young user base presents significant opportunities for organizations and brands, but also brings risks such as data privacy and content security. TikTok’s dynamic algorithm prioritizes content based on users’ interests, enabling rapid access to a wide audience. A qualitative phenomenological research design was employed. Semi-structured interviews were conducted with 15 influencers collaborating with brands on TikTok. The content was analyzed using MAXQDA Analytics Pro 24 (Release 24.1.1). TikTok provides significant advantages such as visibility, viral content, and engagement with young audiences. However, challenges include content moderation, algorithmic uncertainty, and payment and trust issues. TikTok should be considered a priority channel, especially for campaigns targeting young audiences. Influencer collaborations have a positive impact on brand awareness, consumer trust, and engagement. The platform’s user-friendly tools, trending structure, and short video format allow brands to run creative campaigns on a low budget. However, some structural challenges, such as content control and trust issues, necessitate a professional and transparent collaboration model.

1. Introduction

TikTok is a short-form video-sharing platform launched in 2016 as Douyin by China-based ByteDance. The platform rapidly gained popularity, especially among young users, and reached large global audiences after its merger with Musical.ly in 2018 (Kaye et al., 2021). TikTok has influenced individuals’ digital communication habits with its short video format and user-focused content production opportunities (Wei & Wang, 2022). While TikTok’s rapid access to a young user base presents significant opportunities for institutions and brands, it also brings considerable risks, including data privacy and content security (Singh, 2023, p. 3277).

Nowadays, visibility has become one of the main ways to create social impact on social media platforms (Çakır, 2023). Young users, in particular, have the opportunity to gain recognition and participate in popular culture quickly, thanks to the rapid access provided by TikTok’s dynamic algorithm (Akpınar, 2021, pp. 367–368). TikTok offers a creative space where users can record and share short videos, start live broadcasts, and create content with various trends, filters, visual effects, and music (Paşalı-Taşoğlu & Koca, 2022). TikTok’s algorithm, which encourages the creation of viral content, has made the platform attractive to a young user base and a powerful marketing tool for brands (Chu et al., 2024), radically influencing the ways in which institutions interact with their target audiences. The algorithm highlights content based on users’ interests, allowing it to reach large audiences quickly (Kaye et al., 2021, p. 244). This feature enables brands to accurately reach their target audiences and gain wider visibility.

TikTok has a large user base in Türkiye and continues to grow. As of 2025, according to DataReportal’s Digital 2026 Türkiye report, there will be approximately 58.5 million social media users; the majority of these users prefer TikTok (approximately 40.2 million users—68.7%). In addition, about 60% of users are between the ages of 18 and 24, which shows that TikTok is a highly potential medium for organizations campaigning for young people. Türkiye is among the countries with the highest number of TikTok users worldwide and is especially popular among the young population (DataReportal, 2026). TikTok’s huge popularity among young people in Türkiye also creates significant opportunities for marketing strategies. Its user-friendly interface and content creation tools provide rapid access to content aligned with young people’s interests, making the platform more attractive, particularly among young people (Yıldırım & Şimşek, 2021, p. 91). Young users follow popular trends on the platform and increase their influence on social media by creating content (Paşalı-Taşoğlu & Koca, 2022). Türkiye’s young demographic structure makes TikTok an important marketing arena for institutions developing strategies for this audience.

Many major brands in Türkiye are effectively using TikTok to appeal to a young audience and strengthen their digital presence. Leading institutions such as Trendyol and Türk Telekom organize challenge campaigns to reach their target audiences and boost user interaction. For instance, Trendyol has actively utilized TikTok challenge formats and influencer collaborations to increase brand visibility and interaction rates, as reflected in its publicly available digital marketing and annual activity reports. These campaigns have enabled the brand to reach large audiences in a short period and position itself as a digitally native marketplace brand among young users (Trendyol, 2023).

The adoption of TikTok by institutions offers the advantage of directly reaching a young user base. The platform’s short-video format and algorithm-driven visibility increase engagement levels among Generation Z and positively influence their purchase intentions (Rizomyliotis, 2024). However, TikTok poses significant challenges regarding data privacy and content security due to its opaque data and algorithmic practices, which necessitate greater transparency and user autonomy.

The corporate perception of TikTok in Türkiye is improving due to the platform’s young audience and rapid expansion, and institutions are adopting it as an active marketing tool. Organizations that use TikTok as part of their social media strategies can build strong, brand-based connections with their target audiences by leveraging the platform’s capabilities (Sabrina et al., 2024; Wahid et al., 2023). At this point, it is important to note that TikTok offers numerous opportunities for organizations. These opportunities are detailed below.

Viral Content and Rapid Spreading Potential: TikTok’s powerful algorithm enables content to reach a wide audience quickly. Thanks to this algorithm, content can reach millions of users, creating a significant visibility opportunity for brands. TikTok is a strategic tool that enables the rapid spread of viral content, especially for brands developing campaigns targeting Generation Z (Montag et al., 2021). Creative campaigns that allow users to express themselves enable brands to project a more sincere image in users’ eyes. The short and effective video format attracts users’ attention, increases brand recognition, and enables campaigns to spread organically to a wide audience (Lee & Abidin, 2023). Thus, it is considered a significant advantage for brand promotion within marketing strategy.

Strong Engagement with Young Audiences: TikTok stands out as an ideal platform for brands seeking to build strong engagement with a predominantly young audience. The platform attracts young audiences through its creative content format and user-focused algorithm, offering brands an effective communication channel (Kaye et al., 2021). Brands can more effectively direct engagement by capturing the attention of young users through dynamics such as trending challenges (Florenthal, 2019). This interaction helps users establish an organic bond with the brand and develop loyalty towards it.

Creative Content Production and User Participation: TikTok’s user-friendly interface allows brands to run creative campaigns. Content that encourages interaction, especially “challenge” trends, makes it easier for brands to establish a direct connection with their target audiences. Such campaigns drive active participation among young users and motivate them to engage with the brand (Omar & Dequan, 2020). In other words, TikTok’s content creation tools increase user engagement and enable brands to reach a wider customer base. In addition to the opportunities mentioned above, TikTok also poses numerous threats to organizations, brands, and users. Some of these threats are listed below.

Data Privacy and Security Issues: Concerns about data privacy pose a significant threat to organizations considering using TikTok. Operated by ByteDance, a China-based company, TikTok has faced scrutiny in several countries for its data collection practices. There are strict data privacy regulations in regions such as the United States and the European Union, and some public institutions have limited the use of TikTok. These problems pose risks that could negatively affect the platform’s user base. This makes it essential for brands using TikTok to develop strategies that comply with data privacy standards.

Young User Audience and Content Security: A large portion of TikTok’s user base is young. This poses challenges that require careful attention to content security. Studies conducted in Türkiye indicate that TikTok content frequently involves children and young users, raising concerns about their exposure to harmful, inappropriate, or misleading content. Although various measures have been implemented to improve platform safety, preventing the dissemination of harmful content remains a significant challenge. The possibility of underage users encountering negative content requires the platform and brands to take more proactive steps (Singh, 2023, p. 3276). Therefore, TikTok and brands must strengthen their content moderation and develop more effective safeguards to ensure the safety of young users.

Lack of Control over the Platform: Due to the nature of TikTok’s algorithm, institutions may not be able to control which audience their content reaches fully. This may create reputational risks, such as institutions reaching the wrong audiences or content being misunderstood. For example, when some institutions encounter unexpected comments on the platform, these comments may go viral, negatively affecting brand image (Kaye et al., 2021). The platform’s unregulated nature necessitates that organizations develop swift and effective crisis management strategies. The importance of this process is particularly evident when considering influencers with millions of followers.

Today, influencers are among the critical actors for institutions in terms of strategic communication. Influencer marketing on TikTok stands out as an effective communication tool that enables institutions and brands to build strong, sustainable relationships with their target audiences while increasing consumer trust and loyalty (X. Liu & Zheng, 2024). Research also shows that interactions with influencers can strengthen followers’ sense of belonging and perceived social support, which enhances the relational value of brand communication (J. Liu & Lee, 2024). In this context, influencers are strategic intermediaries who enable corporate messages to be disseminated in a more natural, sincere, and persuasive manner. According to data published by Influencity, 55.5% of brands prefer TikTok in their influencer campaigns. This rate clearly reveals the growing importance of TikTok in brand communication and its impact on marketing strategies (Influencity, 2023). Janssen and Rudeloff (2024) found that a strong fit between brand and influencer (brand–influencer fit) and the psychological affinity that followers develop towards influencers significantly increases brand credibility, corporate reputation, and audience engagement. These findings suggest that successful influencer collaborations depend not only on visibility but also on perceived authenticity and relational trust established between influencers and their followers. Similarly, perceptions of influencer credibility differ across generations: while Gen Z followers tend to view influencers as close peers, Millennials expect them to act as professionals who respect ethical and transparent standards, highlighting the importance of credibility in influencer–brand collaborations (Singer et al., 2023). In this context, influencers who actively produce content on TikTok play an important role not only in carrying out individual promotional campaigns but also in shaping the broader strategic communication policies of institutions (Borchers, 2019). Thanks to their interaction-based communication structures, influencers establish direct connections with target audiences and build effective bridges that enhance corporate reputation and brand perception (Janssen & Rudeloff, 2024).

Finally, when examined in the Turkish context, in addition to the opportunities offered by the TikTok platform, there are also board decisions that hold influencers accountable for advertising and brand collaborations (Ticaret Bakanlığı [Ministry of Trade], 2021). Accordingly, advertisements made through social media influencers must be expressed clearly and understandably and be distinguishable from other content. Furthermore, platforms have a responsibility to treat users’ data privacy with due care (Böyük, 2025). The challenge of ensuring content authenticity has placed a responsibility on platforms to support brands’ loyalty programs and strategies (Lim et al., 2025; Martínez-Sanz et al., 2026). Failure to do so could harm brand loyalty and authenticity.

This study aims to investigate the opportunities and challenges of using TikTok for corporate communication strategies by analyzing influencers’ collaboration experiences with brands in Türkiye. In this regard, the following questions are addressed in the research:

• RQ1. What communication advantages does TikTok offer to brands in terms of audience engagement, access to young audiences, and differences from traditional media?
• RQ2. What kinds of strategic contributions do TikTok influencers provide to institutions?
• RQ3. What platform-related and collaboration-related challenges do influencers encounter during TikTok brand partnerships?
• RQ4. How do brands evaluate and optimize the outcomes of TikTok influencer collaborations?

2. Materials and Methods

This study was designed using a phenomenological approach, a qualitative research method. Qualitative research aims to examine in depth the lives of individuals and the meanings they attribute to them. In particular, the phenomenological design seeks to reveal the essence of individuals’ experiences by analyzing their shared experiences regarding a particular phenomenon. In this context, the phenomenological approach provides a strong basis for understanding participants’ individual experiences (Yıldırım & Şimşek, 2021).

The in-depth interview technique was used to collect data in the study. This technique allows participants to accurately express their experiences and the meanings they attribute to them. The data obtained from the interviews were analyzed using content analysis, and the opportunities and challenges faced by TikTok influencers in their collaboration processes, as well as the effects of these processes on institutions and brands, were classified into meaningful themes. As in other qualitative research methods, the research process in this study followed a cyclical structure. This structure allowed new questions and directions to emerge in the later stages of the research. In this context, the phenomenological design enabled both flexible and in-depth analysis (Patton, 2014).

2.1. Participant Selection and Data Analysis

This study employed criterion sampling within a purposive sampling framework to recruit participants who could provide rich data informed by their knowledge and experience, thereby enhancing the depth of analysis. To this end, 164 influencers who actively produced content on TikTok and had experience collaborating with brands were contacted via digital channels such as TikTok, Instagram, and email. The scope of the study and the conditions for voluntary participation were explained in detail, and in-depth interviews were conducted with those who consented, using semi-structured interview forms. Some interviews were conducted face-to-face in quiet café settings between December 2024 and May 2025, while others were conducted online via social media applications (e.g., WhatsApp, Instagram DMs, Zoom). Multiple platforms were used because participants were located in different cities across Türkiye, had busy schedules, and expressed preferences for how they would participate. The emergence and recurrence of themes were monitored after each interview. After the 12th participant, no substantially new themes emerged. Accordingly, data collection was concluded after the 15th participant.

The participation criteria are listed below:

Activity on the TikTok Platform: Participants must have regularly produced content on TikTok within the last six months. This criterion ensured the inclusion of participants familiar with the platform’s current dynamics.

Corporate Collaboration Experience: Participants were expected to have collaborated with at least one brand via TikTok. Those with cross-sector collaborations could provide insights into diverse brand marketing strategies.

Follower Audience Size: Participants had to have at least 500 followers, the minimum required to be considered a “nanoinfluencer”. This criterion was important because it showed that influencers appealed to a sufficiently wide target audience and that their collaborations could be effective.

Industry Diversity: Influencers collaborating across sectors (such as fashion, beauty, technology, food, and travel) were included in the research. This diversity enriched the data provided by participants.

Interaction Rate: Participants needed to demonstrate a measurable rate of likes, comments, and shares on their content. This ratio was considered an indicator of the influencer’s impact on their followers.

Content Diversity: Participants were expected to produce content in various formats, such as educational, entertaining, and informative. This facilitated understanding of differences in brand perception across different types of TikTok content.

These sampling criteria provided an important framework for increasing the reliability of the research and comprehensively examining the impact of TikTok influencers on brand collaborations.

In this study, engagement rate and content diversity criteria were used as practical screening measures rather than strict quantitative thresholds. Influencers’ publicly available TikTok profiles were manually examined during the participant selection process. Their regular interaction with followers was assessed based on their levels of likes, comments, and shares. Similarly, content diversity was determined by whether participants produced only one type of content and regularly shared in multiple content formats, including entertaining, informative, trend-focused, or promotional content. These criteria were used to ensure the inclusion of active and experienced content creators in the sample, who could contribute to understanding the brand collaboration experience. The primary sampling criterion in this study was active experience in brand collaborations on TikTok. Therefore, rather than representing the general TikTok user population, the study focused on influencers who could provide rich information about corporate collaboration processes. Previous studies indicate that brands consider factors such as influencer–brand fit, authenticity, transparency, creativity, and alignment with brand values when selecting influencers (Szakal et al., 2024; Filali-Boissy et al., 2025). Therefore, rather than representing the platform’s general user base, the focus is on influencers with experience in corporate collaboration processes.

The collected data was first imported into MAXQDA MAXQDA Analytics Pro 24 (Release 24.1.1; VERBI Software, Berlin, Germany) and subjected to content analysis in this program. The program generated 4 themes and 267 codes (See

Table 1. Codebook (The operational definitions presented in this table were developed based on participants’ statements and used as coding criteria during the analysis process.).

Theme	Category	Code	Operational Definition
Effects of TikTok on Corporate Communication	-TikTok’s Influence on Young Audiences	-Influence on Other Social Media Channels	-TikTok’s impact on trends across social media platforms.
		-Strong Audience Impact	-TikTok’s strong influence on young audiences.
		-Positive and Negative Impacts	-Beneficial and adverse effects of TikTok use.
		-Youth-Oriented Content	-Content designed to appeal to young users.
		-Audience Loyalty	-Sustained engagement and repeated platform use.
	-Comparative Advantages of TikTok	-Broader Audience Reach	-Ability to reach large and diverse audiences.
		-Strong Audience Connectivity	-Close interaction between creators and audiences.
	-Distinctive Features of TikTok Campaigns	-Youth Appeal	-High attractiveness for young audiences.
		-Creating a Community	-Fostering user participation and belonging.
		-Trend-Setting Role	-Ability to create and spread new trends.
Strategic contribution of TikTok influencers to	-TikTok’s Strategic Contributions to Brands	-Youth Appeal	-Ability to attract young audiences.
		-Brand Awareness	-Increasing brand recognition.
	-Benefits of Viral Content	-Audience Reach	-Expanding audience exposure.
		-Audience Engagement	-Encouraging audience interaction.
	-Marketing Benefits of TikTok Content	-Increased Purchasing	-Encouraging purchase decisions.
		-Brand Reliability	-Strengthening brand credibility.
		-Interaction with Followers	-Facilitating creator–audience communication.
		-Awareness	-Increasing public awareness.
		-Direct Sales	-Driving immediate sales.
	-Key Considerations for Producing Content on TikTok	-Arousing Curiosity	-Stimulating audience curiosity.
		-Influencer and Brand Alignment	-Ensuring influencer–brand fit.
		-Authenticity	-Presenting genuine content.
		-Following the Trends	-Adapting to current trends.
		-Increasing Interactivity	-Promoting active audience participation.
		-Appropriate Advertising	-Delivering suitable promotional content.
	-Building Trust Through Influencer Content	-Authenticity	-Demonstrating genuine communication.
		-Honesty	-Providing honest communication.
		-Intimacy	-Creating a sense of closeness.
Challenges Encountered in the Collaboration Process	-Difficulties in Catching Trends	-Content Style Consistency	-Maintaining a consistent content style.
	-Difficulties Encountered During TikTok Collaboration	-Limited Audience Reach	-Reaching a limited target audience.
		-Lack of Trust	-Reduced audience trust.
		-Lack of Authenticity	-Perceived absence of authenticity.
	-Outcomes of TikTok Brand Collaborations	-Diversification of Collaborations	-Expanding collaboration opportunities.
		-Operational Convenience	-Simplifying collaboration processes.
		-Adaptation to Collaboration Requirements	-Adjusting to brand expectations.
Benefits of brand partnerships	-Success Factors in TikTok Brand Collaborations	-Long-Term Partnerships	-Building sustainable brand collaborations.
		-Clear Campaign Brief	-Providing clear campaign guidelines.
		-Trend Alignment	-Aligning with current trends.
		-Understanding the Target Audience	-Knowing audience characteristics.
		-Effective Platform Use	-Using TikTok features effectively.
		-Understanding the Influencer	-Selecting suitable influencers.
		-Lack of Trust in Content Creators	-Low confidence in creators.
	-Mistakes in the Planning Process of Brands	-Not Following Trends	-Ignoring current trends.
		-Campaign Planning	-Inadequate campaign planning.
	-The Impact of TikTok Campaigns on Brand Awareness	-Consumer Psychology	-Influencing consumer perceptions.
		-Audience Engagement	-Enhancing brand recognition.
		-Increased Brand Awareness	-Growth in customer inquiries.
	-Campaign Performance Indicators	-Consumer Inquiries	-Growth in customer inquiries.
		-Audience interaction	-Level of audience interaction.
	-Follower Growth and Engagement	-Fake Engagement	-Artificial engagement activities.
		-Audience Engagement	-Active audience participation.
		-Follower Growth	-Increase in follower numbers.

, Codebook). Circles on the maps represent themes and codes, while the connecting lines indicate relationships among related elements. Line thicknesses indicate the intensity of the relationships or their frequency of co-occurrence.

2.2. Limitations of the Study

The sampling strategy aimed to reach participants with experience in brand collaborations on TikTok who could provide rich data relevant to the research questions. Accordingly, participant selection criteria such as follower count, engagement rate, and content diversity were determined to obtain the in-depth data required by the phenomenological research design. However, the determination and application of these criteria have some methodological limitations.

In this study, participants were selected based on predetermined criteria, including experience with brand collaborations, at least 500 followers, engagement level, and content diversity. These criteria facilitated the recruitment of participants with rich experience, in line with the research objective. However, the fact that the evaluations, particularly regarding engagement rate and content diversity, were not based on standard quantitative thresholds, and that the 500-follower threshold was set to include nano-influencer, are considered methodological limitations of the research.

2.3. Validity and Reliability

In qualitative research, validity and reliability are of fundamental importance for the scientific acceptability of research findings. Unlike the traditional criteria used in quantitative research, these concepts are ensured through specific strategies applied during the production, interpretation, and presentation of qualitative data (Arastaman et al., 2018). The inherent potential for subjectivity in qualitative research requires researchers to develop methodological sensitivities to enhance the reliability of the findings.

To ensure the internal validity of the research, the data obtained from the participants were presented back to them, and member checking was performed. This method aimed to verify whether the information obtained accurately reflected participants’ experiences and to reduce potential biases in their responses (Baltacı, 2019, p. 382). Likewise, participant characteristics, the research process, and data-collection conditions were explained in detail to enhance the study’s contextual validity. In this way, the transferability of the findings to similar study groups was ensured (Nowell et al., 2017).

Throughout the research process, the data were independently coded and interpreted by the researchers to ensure reliability. Additionally, the findings from the analysis were corroborated using the constant comparative method to ensure logical consistency across the codes.

Confirmability was ensured through detailed documentation of all decisions and interpretations made during the analysis process. To minimize the researcher’s subjective influence, all steps of the analysis—including data collection, coding, and interpretation—were systematically documented in detail. Consequently, the research process was structured to be transparent and auditable, thereby ensuring confirmability (Baltacı, 2019). In addition, care was taken to report the findings in accordance with the principle of transparency. In this context, the study’s findings are highly reliable, interpretable, and transferable both theoretically and contextually.

This study was conducted in accordance with the Declaration of Helsinki, and all procedures involving research participants were approved by the Scientific Research Ethics Committee of Necmettin Erbakan University Social and Human Sciences under approval number 23,646 (2025/177), dated 7 March 2025. Written informed consent was obtained from all subjects.

3. Results and Discussion

As part of the research, information was collected through four demographic questions. The advantages and disadvantages of collaborations between organizations and influencers on the TikTok platform were analyzed based on participants’ experiences. Four main themes were identified regarding participants’ TikTok usage, their experiences with influencer collaborations, and their perceptions of these processes. Participants were between 18 and 40 years old, with 11 having a graduate degree and 4 a high school degree (See

Table 2. Participant Information.

Participant	Age Range	Gender	Education Status	Occupation	Content Niche/Sector	Follower Group	Collaboration Experience
P1	27	Male	College/ Faculty	YouTuber	Technology, information, and communication	Mid-tier influencer—109,600	100+
P2	28	Female	Graduate	Musician	Healthy living and daily life	Mid-tier influencer—216,300	15+
P3	36	Male	Graduate	Coach/YouTuber	Food and promotional content	Macro influencer—609,100	30+
P4	21	Female	Graduate	Digital Content Creator	Daily life	Mid-tier influencer—114,800	30+
P5	26	Female	High School	Digital Content Creator	Daily life and clothing promotion	Mid-tier influencer—330,300	30+
P6	28	Female	College/ Faculty	Digital Content Creator	Daily life	Nano influencer—5904	10+
P7	29	Male	Graduate	Media Worker	Current affairs	Micro influencer—18,300	30+
P8	18	Female	High School	Digital Content Creator	Daily life	Micro influencer—42,400	30+
P9	34	Male	Graduate	Digital Content Creator	Daily life	Macro influencer—611,500	30+
P10	37	Male	College/ Faculty	Digital Content Creator	Current information and daily life	Micro influencer—34,400	30+
P11	24	Male	College/ Faculty	Digital Content Creator	Local news, media, and advertising	Micro influencer—10,193	2
P12	23	Female	College/ Faculty	Dietitian	Nutrition, health, and dietetics	Nano influencer—6054	10+
P13	27	Male	High School	Social Media Specialist	Entertainment content	Nano influencer—5029	10+
P14	26	Female	Graduate	Human Resources Department	Daily life	Micro influencer—33,500	30+
P15	21	Male	High School	Waiter	Daily life	Mid-tier influencer—216,300	15+

for additional participant characteristics). Three categories emerged regarding the effects of TikTok on corporate communication: TikTok’s impact on the young target audience, its advantages over other social media platforms, and its differences from traditional media campaigns.

P9: “If used correctly, TikTok is the right platform for brands, viewers, and creators alike. It always gives you what you want. In Türkiye, it actually has more oversight than Instagram. However, because its usage is higher than other platforms, more negative news appears in the mainstream media.”

P3: “I think TikTok is the platform with the highest impact on organizations and young people.”

P13: “It has a huge impact. I mean, when you create normal content, content that the big players might not like but the smaller players will, it immediately stands out. And because they find it very interesting and engaging, it has a significant impact. Of course, there are negative aspects as well as positive ones.”

To answer RQ1, the impact of TikTok on corporate communication was analyzed, with the first category identified as the advantages TikTok offers compared to other social media platforms. TikTok demonstrates several advantages in this regard. First, thanks to the platform’s powerful algorithm, content that attracts users’ attention can reach a wider audience. In this context, it is noteworthy that TikTok has a large and engaged user base, and the time users spend on the platform is longer than on other social media tools. Additionally, TikTok’s ability to save content makes it easier for users to revisit it, thereby increasing its impact.

The second category is the impact of TikTok on the young target audience. It has been determined that TikTok has a greater effect on young audiences compared to other social media platforms. This effect stems from the fact that, when used effectively, the platform makes it easier to access popular and interesting content suited to young users. This finding reveals that TikTok may have both positive and negative aspects; however, effective communication with young audiences can be achieved through a strategic approach to content production. Similar to the findings of Kızılkaya (2022), young people prefer TikTok because it is popular among their peers, they are often introduced to the app through friends, and they turn to TikTok through the content they encounter on platforms such as Instagram.

The third category is TikTok’s differences from traditional media campaigns. It is emphasized that TikTok offers a more sincere and direct communication style compared to traditional media tools. The platform facilitates rapid consumption through its appeal to young audiences, trend-setting structure, and innovative features (e.g., live broadcasting and linking). These opportunities allow brands to communicate more naturally and sincerely with their target audiences. According to Bahçecioğlu (2023, p. 450), the creative content production opportunities offered by TikTok, along with users’ active participation in content creation, foster originality and dynamism for brands (See Figure 1).

Additionally, Montag et al. (2021) argue that TikTok’s short-form video format is a powerful tool for capturing users’ attention and fostering an emotional connection with content. Similarly, Bendaş (2022) emphasizes in his study of the transformation of digital media that individuals’ ability to provide instant feedback and comment on the content they watch makes new media more attractive and interaction-based than traditional media. This interactive structure makes digital platforms like TikTok more appealing to young users and enables brands to communicate more effectively through this medium.

In light of the above, TikTok’s impact on corporate communication is not limited to short-term campaign outcomes. Codes such as “impact on young target audience,” “authenticity,” “community building,” “algorithmic impact,” and “engaged audience” reveal that TikTok plays a strategic role not only in brand awareness and sales but also in building corporate reputation. In particular, the more natural and direct form of communication established through influencers helps organizations develop trust-based, sustainable relationships with their target audience. However, the platform’s rapid dissemination capacity and users’ ability to generate instant feedback are also important from a crisis management perspective. This is because, while positive content on TikTok can quickly strengthen corporate reputation, misleading, artificial, or overly manipulative content can just as quickly create negative perceptions. Therefore, TikTok should be considered not only a medium for measuring campaign performance but also a dynamic corporate communication space in which organizations need to develop agile communication strategies for reputation management, trust-building, and potential crises.

3.1. Strategic Contributions of TikTok Influencers to Brands

As shown in Figure 2, the analysis identified five categories reflecting participants’ perceptions of the strategic contributions of TikTok influencers to brands: how content benefits the brand, what is considered most when creating content on TikTok, how TikTok tools contribute to brand strategy, why viral content is important, and how influencers encourage followers to appreciate the brand.

P10: “It increases brand awareness by reaching a wider audience.”

P1: “Awareness and, if possible, direct sales.”

P4: “In terms of promotion, it ensures that my content appears in front of people who follow me and who like me, and it enhances my credibility.”

To answer RQ2, the findings presented in Figure 2 demonstrate that TikTok influencers’ contributions to brands extend beyond increased visibility, engagement, and sales; they also play a significant role in building corporate reputation. Specifically, codes such as “authenticity,” “honesty,” “brand alignment,” and “follower engagement” reveal that influencers serve as strategic communication actors who facilitate the transfer of trust to brands. When the alignment between the influencer and the brand is high, followers perceive the brand as more genuine, trustworthy, and accessible. This contributes to strengthening corporate reputation in the long term. Conversely, influencer collaborations that don’t align with brand values, or sponsored content perceived as artificial by followers, can lead to a loss of trust and erosion of reputation.

Furthermore, influencers can play a crucial mediating role during times of crisis. Influencers with large follower bases can mitigate negative perceptions, reduce misunderstandings, and convey corporate messages to the target audience in a more acceptable way. In this context, influencer collaborations should be considered an integral part of organizations’ long-term reputation management and crisis communication strategies.

Regarding the category of how the content benefits the brand, it is evident that TikTok influencers are highly effective in increasing brand awareness. It is also emphasized that sales and purchase rates rise in direct connection with brand awareness. The interaction influencers establish with their followers makes it easier for their content style to appeal to new customer bases. In coding connections, it is noteworthy that influencer content has a strong impact on brand reliability, product promotion, and even traditional television advertisements (Audrezet et al., 2020). In this context, campaigns and attention-grabbing content on social media platforms positively affect brand loyalty (Erdoğmuş & Çiçek, 2012). Moffett and Rice explain this situation by noting that the information TikTok users obtain through the platform fosters trust and loyalty in their relationships with brands (Moffett & Rice, 2024).

Regarding the aspects most taken into consideration when creating content on TikTok, the compatibility of the content with the brand and the codes for ad traceability stand out. Analysis results reveal that influencers’ alignment with the brand is a critical element in terms of strategic communication. These findings show that TikTok influencers have become important actors in strategic brand communication. However, brands need to be careful when choosing influencers to ensure these contributions are used effectively. This is consistent with the study conducted by De Veirman et al. (2017). Their research indicates that followers’ perceptions of a brand are more positive when influencers are compatible with the brand, and the content is authentic. In particular, the naturalness of the ad, the integrity between the content and the brand, and the adoption of a style that aligns with followers’ expectations increase interaction rates and strengthen brand reliability.

Regarding how TikTok tools contribute to brand strategy, the findings show that TikTok’s tools significantly increase brand awareness. Thanks to the platform’s easy-to-use video editing features, content receives more views and access to the young target audience becomes easier (Cheng & Li, 2024). Sub-codes include elements such as brand growth, highlighting strategies, trend-following, and the use of music and filters. These tools positively impact brands’ strategic communication. This is also supported by the study conducted by Kızılkaya (2022) on young people’s use of TikTok. According to her findings, TikTok users can create eye-catching content using tools like the app’s rich music archive, sound effects, augmented reality filters, and TV series/movie quotes. These tools increase user engagement and transform the platform into a creative communication space.

Regarding why viral content is important, it is evident that it generates the most interaction. It is emphasized that such content offers the advantage of reaching large audiences quickly and at low cost. In particular, the potential of viral content to reach millions without any budget is considered an important strategic advantage for brands. In this context, Tam’s (2022) quantitative research on the content-sharing practices of TikTok users indicates that viral content not only increases the interaction of existing users but also brings new users to the platform and encourages them to produce content. This demonstrates the power of viral content to shape user behavior and drive platform growth.

Regarding how influencers make followers appreciate the brand, naturalness and objectivity emerge as the main elements. Additionally, it is observed that when influencers share products that their followers like, it fosters a positive attitude toward the brand. Codes such as sincerity and honesty are also among the important elements that stand out in this category. This is consistent with the studies conducted by Audrezet et al. (2020) and Batu and Kayacan (2023). Researchers have argued that sincere, heartfelt content creates stronger brand loyalty among followers, whereas heavily promotional content has the opposite effect. This supports the idea that the naturalness of TikTok influencers plays an important role in making brands more popular.

3.2. Main Challenges Encountered in Collaboration Processes

In this research, the main difficulties encountered in the influencer collaboration process on the TikTok platform were categorized into three areas: difficulty catching trends, the effects of TikTok’s ever-changing trends, and challenges encountered during TikTok collaborations (see Figure 3).

P3: “It doesn’t affect you if you also need to adapt in some way.”

P4: “I collaborate in line with trends, meaning I blend collaboration with trends.”

P9: “Innovation is always good. Where there is no change and innovation, we are doomed to become obsolete. That’s why this is our job, and we have to adapt.”

To answer Research Question 3 (RQ3), the findings presented in Figure 3 identify the main challenges encountered in the collaboration process, including difficulties in keeping up with trends, algorithmic uncertainty, trust issues, and brand-related constraints. Specifically, issues such as “trust issues,” “brands’ controlling attitudes,” “lack of authenticity,” and “failure to reach the target audience” reveal that problems in collaboration processes can extend beyond short-term campaign failures. Sponsored content that is overly manipulated or perceived as artificial by followers doesn’t just result in low engagement; it can damage the brand’s perception of authenticity and harm long-term corporate reputation. Due to TikTok’s fast-paced, highly interactive nature, negative user reviews, misdirected advertising content, or influencer-brand incompatibility can quickly escalate into digital crises. Therefore, to minimize crisis risks in the collaboration process, it is crucial for brands to adopt a trust-based, flexible strategy that gives influencers space for their unique communication styles, rather than imposing excessive control over content. These findings suggest that influencer collaborations should be considered not only from a marketing performance perspective, but also from the perspective of corporate risk management and crisis communication.

Examining the effects of TikTok’s ever-changing trends reveals that TikTok is not as effective as expected in adapting to its constantly shifting trend structure. It is evident that content creators, in particular, are trying to adapt to these changes to diversify content production and increase viewing rates. In this context, as Şerbetçioğlu and Ünlü (2025) notes, TikTok content producers reach large audiences and directly influence their followers through videos on topics such as product promotion, user experience, and fashion. Therefore, when a product or brand becomes popular on TikTok, it becomes possible to reach large user groups quickly and increase sales potential. This power of interaction makes it a strategic necessity for content producers to keep up with trends.

The analysis of difficulties experienced during TikTok collaborations shows that a significant portion of participants reported not facing major challenges in the collaboration process. However, some participants expressed that brands’ controlling and restrictive attitudes toward content were a significant problem. This situation leads to the emergence of “pushy advertising” content that creates discomfort in viewers and gives the impression that they are being forced to watch it. On the other hand, subcodes such as “trust issues,” “payment delays,” “inability to reach large audiences,” and “difficulties in reaching the target audience” also stand out in this category. This indicates that participants frequently expressed similar concerns in this regard (Lu, 2021; Rosário & Carmo Dias, 2023).

The difficulties content creators face in catching up with trends include ensuring their content is compatible with current trends, personal limitations, mismatches with their follower base, and difficulty adapting to foreign content. The grouping of these subcodes suggests that content creators struggle to keep up with trends due to a lack of technical knowledge and limited individual competencies. These findings are consistent with the evidence showing that “users’ need for strategic information against the algorithm and its impact on collaboration processes are made visible” (Montag et al., 2021; Zeng, 2023).

3.3. Benefits Brands Receive from TikTok Deals

In the analysis of TikTok collaboration processes, the benefits brands gained from campaigns and the challenges they faced were grouped into five categories. As shown in Figure 4, these categories are: how campaign success is measured; the impact of TikTok campaigns on brand awareness; mistakes brands make in the planning process; the steps brands need to take to achieve positive results on TikTok; and the evaluation of follower growth and engagement.

P14: “The feedback, comments, and product reviews we receive on the video we shared show us that the campaign has been successful.”

P13: “Interactions. Number of likes, saves, and shares.”

P7: “Interaction and the curiosity it aroused.”

To answer RQ4, Figure 4 presents the key benefits brands derive from TikTok influencer collaborations, which can be categorized into campaign performance, engagement rates, sales growth, and strengthening long-term corporate reputation. In particular, factors such as increased brand awareness, follower engagement, trust building, and reaching the right target audience demonstrate that these collaborations help establish stronger relational ties between the organization and its target audience. More authentic and interactive communication through influencers increases brand visibility and helps develop an accessible, trustworthy, and user-centric corporate image. Furthermore, strong influencer collaborations can provide a significant communication advantage for organizations during times of crisis. Influencers who have established strong trust relationships with their followers can play a strategic role in balancing potentially negative brand perceptions, correcting misinformation, and conveying corporate messages more persuasively. Therefore, these agreements can be considered critical strategic tools for organizations to manage their reputation, build stakeholder trust, and develop communicative resilience in the face of crises, going beyond short-term marketing outcomes.

The success of a campaign is typically evaluated using indicators such as users asking questions about the products, increases in product sales, and rising rates of viewing, liking, and sharing. According to Bahçecioğlu (2023), trends that spread on TikTok increase users’ engagement with content and their interactions with brands, which directly contribute to brand visibility and sales. Additionally, Montag et al. (2021) highlighted the psychological effects of TikTok use, emphasizing that users are more inclined toward content that generates high levels of interaction.

When examining the impact of TikTok campaigns on brand awareness, it was determined that such campaigns significantly increased brand recognition and that ad interaction (likes, comments, shares, and save rates) was high in successful cases. Moreover, being active on TikTok has been shown to affect users’ brand perception positively. Lu (2021) states that, thanks to TikTok’s personalized algorithms, brands can reach their target audiences more effectively. Particularly high rates of saving and sharing increase brand awareness by positively influencing purchasing behavior.

Among the mistakes brands make in the planning process, common errors include failing to adapt to trends, lacking originality, not trusting the content creator, relying on outdated methods, and falling into slogan repetition in campaign planning. Rosário and Carmo Dias (2023) emphasized that one of the keys to success on social media platforms is adapting to current trends and producing creative content. Similarly, Bahçecioğlu (2023) noted that content incompatible with the platform’s culture reduces campaign effectiveness.

Regarding the steps brands need to take to achieve positive results on TikTok, several practices stand out: trusting the content creator, getting to know the influencer well, conducting an accurate target audience analysis, following trends, producing viral content, giving effective briefings, and creating UGC (user-generated content) videos. Zeng (2023) emphasizes that consumer behavior has changed in the digital age, with users showing greater interest in original, everyday-life content. In this context, brands should give content creators more freedom and trust their unique styles.

Finally, in the category of evaluating follower growth and interaction, the findings indicate that an increase in followers alone should not be seen as a direct indicator of success. Instead, the quality of the follower base and realistic engagement rates are more important. Data from the Pew Research Center (Anderson, 2020) show that young users particularly value sincere, natural content on platforms such as TikTok, highlighting the importance of prioritizing quality over sheer follower growth.

When we consider the findings of this research holistically, it becomes clear that the success of TikTok influencer–brand collaborations cannot be explained solely by content quality, engagement rates, or campaign performance indicators (KPIs). While metrics like reach, views, engagement, and conversion rates are critical for brands, their performance is largely affected by TikTok’s opaque algorithmic structure. The platform’s content distribution mechanism, being a “black box,” makes it difficult for both influencers and brands to have complete control over content performance.

This study clearly demonstrates that TikTok influencers are not merely content creators. It also shows that they are positioned as strategic communication actors who facilitate trust, interaction, and the transfer of meaning between the organization and its target audience. From a corporate strategy perspective, influencers transform traditional one-way brand messaging into more interactive, personalized, and relationship-based forms of communication. The findings are consistent with Grunig’s two-way symmetrical communication approach. Communication on TikTok is based not on one-way message transmission, but on building reciprocal relationships through comments, feedback, and content interactions. The fact that influencers generate influence through credibility, sincerity, and naturalness can be explained by Source Credibility Theory. Therefore, influencers are developing strategies to reduce algorithmic uncertainty by following trends, rapidly adapting to viral formats, ensuring precise timing, and increasing follower engagement. However, this creates a significant paradox for corporate communication: while organizations expect measurable, predictable campaign outcomes, they lack direct control over the fundamental mechanism that governs message dissemination. This finding demonstrates that TikTok-based brand communication should be considered a dynamic strategic communication space requiring agile decision-making, real-time content optimization, and rapid crisis response. However, algorithmic uncertainty should be considered not only an operational challenge but also a strategic corporate risk. The lack of transparency in TikTok’s algorithm’s content distribution logic can cause similar content to perform completely differently at different times. This makes it difficult for brands to predict campaign results and also leads to more volatile return on investment (ROI). A sudden drop in algorithmic visibility, failure of content to reach the target audience, or lack of expected engagement can undermine the stability of corporate communication plans. Therefore, while algorithms can be a mechanism for increasing reach, they can also be considered a structural element that creates uncertainty, dependency, and unpredictability in organizations’ communication strategies.

Despite the success of influencers, privacy remains one of the most important issues of the future (Liyanaarachchi et al., 2024). As influencer marketing practices develop, data privacy policies are becoming increasingly important both globally and nationally. Laws such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) (McKenzie, 2025), and legal sanctions like the Turkish Personal Data Protection Law (KVKK), which bind brands to the security of individuals’ data collaborations (Ticaret Bakanlığı [Ministry of Trade], 2021), have caused fundamental changes in brands’ policies regarding the use of influencers. Accordingly, how data is collected and used must be made highly transparent. The analytical capacity of user data through hyper-targeting, which has made traditional digital advertising highly effective and is its most important feature, is losing functionality under these new regulations (Liyanaarachchi et al., 2024). This situation has highlighted the need for brands to renew their influencer marketing strategies. Brands should not develop their strategies based on quantity; rather, they should reach customers with a more content-oriented, contextually targeted strategy. Li and Leckenby (2025) consider these strategies, which rarely use the audience’s personal and behavioral data, to be a privacy-friendly method of targeting audiences. The emergence of contractual structures that shift platforms’ legal responsibilities onto influencers (Annabell et al., 2025) is another consequence of data privacy policies. Thus, brands’ corporate communication policies must plan for compliance with new rules and measures, and they must define their target audiences at a more micro level and in a more control-compliant manner (Izzo, 2020).

While TikTok’s viral trends and its dominance in challenges, especially among young people, create an advantage for influencer marketing, Instagram’s established influencer ecosystem provides a more targeted and visually appealing infrastructure. As is known, TikTok users often watch videos from accounts they don’t follow. Therefore, to gain a communication advantage and make their connections lasting, brands should focus on high-quality visuals and engaging stories on Instagram, while on TikTok, brands should focus on instantly highlighting content based on user interaction, frequently emphasizing originality and entertainment themes, and ensuring that influencers are significantly visible (Barta et al., 2023; Haque et al., 2024). While Instagram offers a platform where more money is spent on well-known influencers than on TikTok, TikTok influencers are developing new and expanding personal strategies. Brands can establish medium- to long-term relationships with TikTok influencers.

Furthermore, follower reactions to influencer marketing on TikTok differ from those on other social networks due to variations in posting format, content, and target audience. Brands should pay attention to influencers’ distinctive characteristics and the types of content they publish (Barta et al., 2023). Finally, while TikTok’s creative marketplace offers influencers opportunities for collaboration, Instagram promises that they too can become famous and have fans follow them (Duffy & Meisner, 2023). Another important platform for influencer marketing is YouTube. While YouTube and TikTok differ significantly in their algorithmic structures and content creation, the biggest difference is YouTube’s availability of longer-form video content.

Furthermore, while Instagram and YouTube largely rely on social interaction based on existing subscription and follower relationships, TikTok operates by analyzing users’ immediate content consumption and relational behaviors, independent of follower connections (Schellewald, 2021). Content format (video/photo) and platform type significantly alter passive (like) and active (comment) interaction levels (Shahbaznezhad et al., 2021). The role that platform-specific features play in increasing interaction and influencing consumer behavior is as important as their role in brands’ influencer usage and strategies.

4. Conclusions

This study, which analyzes the advantages and disadvantages of collaborations between institutions and influencers on TikTok, demonstrates that the platform has evolved beyond a content-sharing application and has become a powerful tool for brands to interact with their target audiences. The data obtained during the research revealed that TikTok offers higher user engagement than other social media platforms and that its content can reach a wider audience thanks to its algorithmic structure—the rapid responses of users to content enable a more direct and effective connection between creators and viewers. From a corporate communication perspective, this shows that messages can be presented more sincerely, spread quickly, and remain open to feedback.

TikTok has been observed to have a particularly strong impact on younger audiences. The tendency of young users to produce and consume content makes the platform their primary choice. Therefore, an important conclusion of the research is that TikTok should be considered a priority channel in campaigns targeting young people. The research also revealed that influencers carry strategic value for brands. The findings showed that influencer content influences both brand awareness and consumer trust. Creating content that is natural and aligned with the brand contributes to a positive brand perception among followers. However, disingenuous or overly directive content may leave a negative impression.

The technical tools and creative editing opportunities offered by TikTok make it easier for brands to produce original content. The platform’s user-friendly interface, filters, music archive, and rapidly spreading trend structure support campaigns to go viral. This suggests that TikTok provides a strategic advantage, particularly for low-budget campaigns. However, participants also highlighted several structural challenges in influencer–brand collaborations. Occasional difficulties were observed in areas such as content control, payment processing, trust issues, and reaching target audiences. This indicates that the process extends beyond content production and requires a professional, transparent, and flexible collaboration model. Technical factors such as trend tracking and algorithm compatibility also place significant pressure on content creators, demonstrating that both creative and strategic planning are necessary to ensure sustainable content production on the platform.

From an implementation perspective, effective influencer–brand collaborations on TikTok should be guided by a strategic framework. First, brands should carefully evaluate the alignment between an influencer’s identity, target audience, communication style, and brand values during the selection process. Second, rather than exerting excessive control over sponsored content, brands should allow influencers greater creative flexibility, enabling the production of more natural, authentic, and engaging content. Third, transparent contractual arrangements and timely payment mechanisms are essential for maintaining sustainable collaborations. Furthermore, given TikTok’s rapidly evolving algorithmic structure and trend dynamics, both brands and influencers should continuously monitor platform changes and regularly update their communication strategies accordingly. Finally, brands should develop proactive crisis management plans to address potential negative user feedback, content misunderstandings, and algorithm-related visibility issues, thereby protecting their corporate reputation.

Although research on TikTok has increased in recent years, academic studies focusing on its use in corporate communication strategies remain limited. The literature generally focuses on individual user behavior, young people’s motivations for using TikTok, or media effects. However, issues such as how brands use this platform strategically, as well as the advantages and challenges they face, have not been examined in sufficient depth. Particularly in the Turkish context, topics such as TikTok’s impact on corporate campaigns, the structure of collaborations between institutions and influencers, and its role in reputation management have often been overlooked. Additionally, comparative evaluations of TikTok and other social media platforms, as well as institutional uses of its interactive communication opportunities, remain underexplored. By addressing these gaps, this research contributes to understanding how TikTok represents both an opportunity and a threat for institutions. Theoretically, this study explains the relationship between micro-level influencer practices and macro-level corporate communication strategies, revealing that authenticity, trend alignment, and follower engagement function as strategic resources in digital brand communication.

The findings, in the context of the research questions, show that TikTok has become a strategic communication platform for corporate communication due to its high capacity for interaction, rapid access to a young target audience, and a more interactive communication structure than traditional media channels (RQ1). The platform’s algorithm-based visibility mechanism allows brands to establish faster, more direct, and feedback-oriented relationships with their target audiences. Furthermore, TikTok influencers stand out as strategic communication actors who increase brand visibility, transfer trust, and support long-term brand trust (RQ2). However, these collaborations are also affected by various platform- and collaboration-related challenges, such as algorithmic uncertainty, constantly changing trend structures, overly controlling brand attitudes, and payment delays and trust issues (RQ3). Finally, brands evaluate and optimize the success of TikTok influencer collaborations using multi-dimensional indicators, including engagement rates, target audience quality, brand awareness, conversion potential, and sales performance (RQ4). Overall, the findings reveal that TikTok-based corporate communication requires agile, authentic, and strategically adaptable approaches that balance performance expectations with the platform’s dynamic and unpredictable nature.

Future studies that compare TikTok usage patterns across sectors, address ethical issues in influencer collaborations, and investigate topics such as crisis communication, campaign planning, and the relationship between internal corporate digital communication policies and TikTok could make significant contributions to the literature.