The power of storytelling in product placement of TikTok’s short-form content: A qualitative study

Abstract

This research explores the role of storytelling in product placement within short videos on social media, with a focus on the success of TikTok. With the rapid growth of social media marketing, TikTok has become a prime platform for brands to seamlessly integrate their products into engaging, story-driven content. The study uses a two-phase qualitative methodology; phase 1 consists of in-depth interviews with TikTok users and influencers, while stage 2 includes focus groups. The thematic analysis highlights how storytelling enhances the effectiveness of product placement on TikTok by shaping users' perceptions, influencing their behaviors, and positively impacting overall brand perception. The findings reveal three major themes: storytelling enhances the effectiveness of product placements on TikTok by fostering entertainment, engagement, and perceived usefulness. When products seamlessly integrate into relatable storylines, users perceive them as more genuine, memorable, and practical. Storytelling on TikTok enhances product placements by making them feel more authentic, increasing brand trust, engagement, and purchase intent. This makes it a beneficial strategy for brands in the changing world of social media marketing. This study applies the Narrative Transportation Theory to short videos on TikTok, demonstrating that even short stories can maintain viewer interest and enhance the effectiveness of product placements. This study offers marketers and content creators TikTok product placement strategies using narrative. By integrating storytelling into short video content, brands can enhance viewer engagement, brand memory, trust, brand recall, and buy intentions.