YouTube, TikTok, and Vat19: Exploring a New Social Media Platform Launch

Abstract

Vat19, a novelty shop and YouTube creator organization, was interested in better understanding how to evaluate emerging platforms. This project focused on considerations and measures of success for TikTok through the lens of parasocial interaction theory, brand equity theory, and dual process theory. Insights were captured using a novel survey instrument, video content coding and comment analysis, and interviews with experienced users of the TikTok platform. The recommendations identified, while specific to Vat19’s context, can provide both a foundation for considering other platforms and a starting point for other organizations looking to diversify their social media presence.