Content Marketing’s Pattern on Facebook Fanpage Wongnai

Abstract

The Objective of this study is to examine the pattern of content marketing on Facebook Fanpage Wongnai. The study is based on Quantitative Research by surveying and analyzing the content which is presented on 3 Facebook Fanpage platforms : 1. Wongnai.com 2. Wongnai Beauty and 3. Wongnai Travel during 15 June – 15 August 2019. The content analysis found that the majority of content presented on Wongnai.com were Information Content (47.25%), Give Content (27.72%) and Entertain Content (17.68%). Facebook Fanpage Wongnai Beauty gave Information Content the most (59.31%) following by Advise Content (30.34%). Facebook Fanpage Wongnai Travel also distributed Information Content (54.66%) and Entertain Content (31.55%) with the highest level, respectively. In addition, the study also displayed that all platforms used text the most to present content to their targets, while using image and graphic and video in the second and the third place. Interactive Content found in the smallest number on all platforms. Finally, all 3 Facebook Fanpages most often used Long Form Content following by Short Form Content with the slightly small proportion. Conversations and Sharing Content was the least content that found in Wongnai.com and Wongnai Travel, while there was no Conversations and Sharing Content presented on Wongnai Beauty.