THE EFFECTIVENESS MEASUREMENT OF CONTENT MARKETING ON FACEBOOK ADS AND TIKTOK ADS AFFECTING X, Y, AND Z GENERATIONS: A CASE STUDY OF THE IMAGE CONSULTING COURSE BY BRAND COACH TAKKIE, THE IMAGE CONSULTANT
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Abstract
This research aims to measure and compare the effectiveness of content marketing on Facebook Ads and TikTok Ads platforms affecting the X, Y, and Z generations. This is a case study of the Image Consulting Course by Brand Coach Takkie, the image consultant. This study employs the experimental research methods with the intention to measure the engagement in the forms of likes, shares, comments, and following the pages from buying 36 advertisements from the same content that has been created in three types of video contents, namely, Awareness Content, Educate Content, and Entertain Content. The target audiences were divided into three age groups: Generation X (ages 45-54), Generation Y (ages 25-44), and Generation Z (ages 18-24) in order to investigate differences in engagement levels among the target groups with the use of the tools such Facebook Ads and TikTok Ads in processing of the data. The tools will count the frequencies of responses separated by each identified age group, but they will not count the frequencies of respondents.
The study findings indicate that: (1) advertisements via TikTok Ads were more effective than those via Facebook Ads; (2) the educational content achieved the highest engagement across the X, Y, and Z generations; (3) generation X exhibited the highest engagement; and (4) ads with the objective of increasing video views were more effective than those aimed at gaining page followers.
This study suggests effective content marketing strategies for targeting specific generations. Businesses should prioritize the use of TikTok as a platform to reach Generation X and Y, utilizing educational content that communicates through real user experiences to enhance credibility and foster greater engagement. Additionally, setting advertising objectives to increase video views proves to be more effective in mobilizing audience interaction than merely aiming to increase page followers. To ensure alignment between content, platform, and generational needs, it is essential to implement a high-quality content production strategy that responds appropriately to the characteristics of each target group.
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