Swiss TPH lacks a TikTok presence, missing out on an engaging with a (younger) audience in one of the most used social media platforms in the world. Therefore, this thesis will investigate the possible integration of TikTok into the social media portfolio of Swiss TPH and assess how this platform aligns with Swiss TPH’s mission and if it could help the institute achieve their communication goals.

To assess the research questions, a comprehensive, multifaceted, and methodological approach was used. This included a workshop, literature research, expert interviews, a competitor analysis, and the development of a persona using AI tools. The focus was to understand in detail the unique attributes of TikTok, its dynamic landscape and trends, and how TikTok could align with Swiss TPH’s goals, leading to the development of a tailored TikTok communication strategy.

The thesis examined the possible integration of TikTok into the social media portfolio of Swiss TPH. It provides Swiss TPH with a detailed strategic roadmap and a content calendar using health awareness dates, tailored to the objectives of Swiss TPH and the dynamics of the platform. The creation of a persona, Emma Berger, aided in developing an even more focused approach to conceptualizing. Furthermore, Expert interviews and competitor analysis further refined the strategy, addressing challenges like misinformation and platform constraints. Possible overlaps and synergies with other Swiss TPH channels were identified to highlight opportunities for cross-promotion and developing an improved, more active digital presence. Overall, this thesis contributes to the understanding of TikTok and could be used as a guide to Swiss TPH in their consideration of TikTok as an addition to their social media portfolio as it offers insights and recommendations for successful engagement on this platform.