The Features of TikTok Viral Video Advertising: A Systematic Review

With the quick development of the TikTok application and social commerce, TikTok viral video advertising is growing rapidly and thriving with significant gains. The purpose of this study is to systematically sort out the features of TikTok viral video advertising, and analyze its advantages and challenges, and summarize the current situation. This study referred to Systematic Reviews and Meta-Analyses Guidelines (PRISMA Guideline) for literature systematic review. Inclusion and exclusion criteria were developed to identify and screen the literature. A total of 23 Chinese and English articles related to TikTok viral video advertising were included, and the time range of literature publication was 2018-2023. And then this study conducted a literature analysis of these selected articles. Research results reveal that the main features of TikTok viral video advertising include entertainment, sociality and interactivity, with the advantages of low cost, fast spreading speed, wide audience coverage and good advertising effect. However, at the same time, TikTok viral video advertising also has some problems, such as lower credibility, vulgarized content, homogenization phenomenon and excessive entertainment. It is concluded that TikTok viral video advertising has significant value, and the related theoretical research and market practice need to be emphasized by relevant institutions and professionals. TikTok viral video advertising needs to be utilized rationally by taking advantage of its strengths and avoiding its weaknesses.