THE EFFECTIVENESS OF SOCIAL MEDIA PROMOTION AND CONTENT FORMAT IN ENHANCING BRAND ENGAGEMENT
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This study explores the effectiveness of content formats on Instagram and TikTok platforms that affect target audience insight, reach, and the followers of Magical Stories, a newly established art brand specializing in cute coloring fashion books. The objective is to enhance brand awareness and create content that resonates with the target audience’s insight. Using a quantitative approach, the research analyzes 36 pieces of content (72 artworks) categorized into tutorials, collaborations, product showcases, freebies, promotions, and storytelling. These were posted on Instagram and TikTok from November 2023 to April 2024. The findings indicate that TikTok outperforms Instagram in both reach and follower growth, especially among females aged 18-24. Younger audiences aged 18-34 respond mostly to creative, interactive content such as collaborations and storytelling, while those aged 35-54 prefer promotional content highlighting product benefits. Notably, TikTok also attracts a significant male audience, likely due to familyrelated engagement. The study suggests that Gen Z and Baby Boomers respond best to tutorial content types by Gen Z responds to authentic, engaging content, while Baby Boomers prefer family-oriented and accessible features. TikTok’s broad reach across 18-34 and growing interest among users 55+, highlight the potential of TikTok and its increasing popularity among older audiences. The study recommends creating personalized content for each demographic based on their preference interest content type data, exploration of other social media platforms, and staying updated with content trends.
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“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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