Marketing

Sofia Barberio

TikTok Marketing Strategies: How Beauty Brands Use Trends to Increase Engagement and Influence Consumer Decisions

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I am a fourth-year Communication student at Toronto Metropolitan University with a focus on digital media and marketing. My work explores how emerging platforms, particularly TikTok, are reshaping brand communication strategies and audience engagement. I am especially interested in social media marketing, branding, and how digital culture influences the way brands connect with consumers.

This research examines how beauty brands use TikTok trends, memes, and trending audio as marketing communication strategies. Through a qualitative content analysis of posts from brands such as e.l.f. Cosmetics, NYX Cosmetics, and Charlotte Tilbury, the study identifies key patterns in how brands create engaging and relatable content. Findings show that humour, trending audio, and short-form video styles are the most effective strategies for increasing audience engagement, while traditional product-focused advertising performs less effectively. This research highlights how TikTok is reshaping digital marketing by prioritizing authenticity, entertainment, and cultural relevance.

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Marcos Timmons

Evaluating the Effectiveness of ESL Programs in Supporting Newcomers in Toronto Schools
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Ava Mitradeo

Burnout Without Language: How Students Communicate Academic Burnout Online
A headshot of a young woman with warm skin, long brown hair parted down the middle, and brown eyes. She has a small silver stud piercing on her right nostril and a gentle, natural smile. She is wearing a white button-up shirt with thin dark vertical stripes, unbuttoned at the collar to reveal a black top underneath and a silver necklace with a small smiling figure pendant. The background is an out-of-focus indoor setting.

Eva Karadjian

Be Yourself, But Like This: Curated Narratives, Participation, and Power in Digital Subcultures
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