The Analysis of the Content Marketing Strategies of Cosmetic Brands Affecting the Engagement of TikTok Users
Article Sidebar
Main Article Content
Abstract
This research aimed to study the strategies of the VDO contents posted on the TikTok application in the aspects of VDO format elements, content formats, appeal types, and the engagements of the content viewers. This research was a quantitative study in which data was collected by conducting content analysis of 140 VDO clips from five different cosmetic brands. The analysis had two parts: 1) content analysis using descriptive statistics, and 2) hypothesis testing using one-way ANOVA. The results of the first part found that most cosmetic brands utilized the following strategies. The VDO clips had the length between 26 and 75 seconds (71.43%). Their presentations were in the form of product reviews (67.14%), using normal VDO speed (55.00%) and human beings as actors (72.86%). The videos used different image distances alternatively (49.29%). Camera angles were changed a few times between 0 and 4 times (92.86%). They contained messages that were displayed on the screen (80.00%) and did not show any questioning or answering at all. The videos did not use visual and sound effects (84.29%) but made use of music (86.43%) and voice narration (65.00%). In terms of content formats, educational content creation was used (33.57%). As for appeal types, rational appeal was used most (82.14%). Regarding the engagements of the viewers, it was found that most engagement was the number of views. The results of the second part found that the presentation style in terms of behind-the-scene presentation had created more engagement than product reviews, inspiration content in terms of using influencer showed higher average engagement rate than product reviews, convinced content in terms of promotion presentation showed higher average engagement rate than product efficiency presentation, and as for rational appeal in terms of price/promotion showed higher engagement than products’ distinctive feature.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The manuscript submitted for publication must be the original version, submitted only to this particular journal with no prior acceptance for publication elsewhere in other academic journals. The manuscript must also not violate the copyright issue by means of plagiarism.
References
Bhookham, J. (2021). Patčhai thī mī ʻitthiphon tō̜ kāntatsinčhai sư̄ khrư̄angsamʻāng ʻō̜nlai kō̜ranī sưksā nai khēt Krung Thēp Mahā Nakhō̜n [Factors influencing decision to buy cosmetics online case studies in Bangkok]. Retrieved January 10, 2023, from http://www.mpa- mba.ru.ac.th/images/Project/ treatise_bangkok14_09092021/6217950090.pdf
Chaffey, D. (2022). The content marketing matrix. Retrieved September 25, 2022, from https://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-matrix-new-infographic/
Cuevas-Molano, E., Matosas-Lopez, L., & Bernal-Bravo, C. (2021). Factors increasing consumer engagement of branded content in instagram. IEEE Access, 9, 143531-143548. http://doi.org/10.1109/ACCESS.2021.3121186
DeGruttola, M. (2019). Why the future of influencer marketing will be organic influencers. Retrieved April 13, 2023, from https://www.socialmediatoday.com/news/why-the-future-of-influencer-marketing-will-be-organic-influencers/567463/
Hawkins, D. I., & Mothersbaugh, D. L. (2013). Consumer behavior: Building marketing strategy (12nd ed.). New York: McGraw-Hill Irwin.
Heaton, J. (2016). Content marketing in a week: Engage your audience with compelling content in seven simple step. United Kingdom: English Universities Press.
Juengsamanukul, P. (2020). ʻOngprakō̜p khō̜ng ʻǣ pō̜ phli khō̜chan TikTok thī tham hai kœ̄t rǣng kra tun nai kān ʻasi nakhā khō̜ng klum čhē nœ̄ rēchan sī nai Prathed thai [Composition of TikTok application affecting buying impulse of Z generation in Thailand] (Independent study, Mahidol University).
Kankate, K. (2019). Sipsām sūt khamnūan KPI chai watphon khǣmpēnsōchīan mīdīa phư̄a tō̜i ʻot konlayut thāng thurakit [13 KPI formulas measure social media campaigns to drive business strategies]. Retrieved November 3, 2022, from https://stepstraining.co/analytics/13-formula-social-media-kpi
Kerdpradap, C. (2021). Marketing on TikTok: Tham kāntalāt thurakit dūai TikTok [Marketing on TikTok: Market your business with TikTok]. Nonthaburi: Thinkbeyond Book.
Kimkaew, L. (2017). Patčhai thī mī phon tō̜ khwām tangčhai sư̄ khō̜ng phūbō̜riphōk čhāk sư̄ khōtsanā praphēt wī dī ʻō phān phū mī Ittipol bon sangkhom ʻō̜ nalai [Factors affecting consumer intentions of video advertising trough online social influence] (Independent study, Thammasat University).
Lertsudwichai, T. (2018). Kō̜n tham content marketing tō̜ ʻong rū sī praphēt content bǣp nai chai bǣp nai dōn [Before doing content marketing, you need to know 4 types of content, which one is right]. Retrieved November 14, 2022, from https://digitalmarketingwow.com/2018/01/11/content-marketing-matrix/
Luckanakul, N. (2020). Thatsanakhati khō̜ng phūbō̜riphōk thī mī tō̜ ʻakā rasư̄ sārathā ngō̜kān talāt khō̜ng thurakit phān ʻǣ pō̜ phli khō̜chan TikTok [Consumers’ attitudes towards marketing communications of business via TikTok application] (Independent study, Thammasat University).
Muangtum, N. (2022). Sarup khō̜mūn phūchai ngān TikTok Data Stat & Insight sō̜ngphanyīsipsō̜ng [TikTok user summary data stat & insight 2022]. Retrieved November 3, 2022, from https://www.everydaymarketing.co/trend-insight/tiktok-data-stat-and-insight-thailand-2022-we-are-social/
Peerat. (2020). How to plan your video content. Start by setting your goals and select the style of video. Retrieved October 15, 2022, from https://clipcubemedia.com/blog/how-plan-your-video-content-start-setting-your-goals-and-select-style-video
Prajaknate, P. (2020). Thritsadī læ nǣokhit kīeokap kān nōmnāo čhai nai kānsư̄sān kāntalāt [Persuasive marketing communication]. In Thritsadī kānsư̄sān kānprayukchai nai ngānwičhai yuk dičhithan [Theory application for research in the digital age] (pp. 271-282). Bangkok: Chulalongkorn University Printing House.
Prakai. (2022). TikTok tō mai yut ! khưn thǣn ʻǣp thī mī yō̜t dālōdō̜ sūngsut nai lōk Q nưng / sō̜ngphanyīsipsō̜ng [TikTok never stops growing! Become the app with the highest number of downloads in the world Q1/2022]. Retrieved November 2, 2022, from https://www.marketingoops.com/data/tiktok-was-the-top-app-by-worldwide-downloads-in-q1-2022/
Siriyongwattana, N. (2020). Patčhai thī mī ʻitthiphon tō̜ khwāmtangčhai sư̄ khrư̄ang læ phalittaphan phiu phān chō̜ngthāng ʻō̜nlai nai prathēt Thai [Factor affecting online purchase of cosmetic and skincare in Thailand] (Master's thesis, Mahidol University).
Talka Talka Digital Media. (2021). Ying ʻǣt TikTok sāmāt watphon dai rư̄ mai [Can ads on TikTok be measurable?]. Retrieved November 4, 2022, from https://talkatalka.com/blog/tiktok-ads-kpi/
Thaipost. (2022). Talāt khrư̄angsamʻāng khưk! khon hǣ khao chom ngān phung phrō̜m čhap khū thurakit kwā hokrō̜i khū [The cosmetic market is furious! crowds flock to the fair, ready to match more than 600 business pairs]. Retrieved December 5, 2022, from https://www.thaipost.net/economy-news/237977/
Thongsuk, W. (2022). Pœ̄t theknik tham khō̜nthēn yāngrai haidai Engagement yœ yœ khon khon chǣ mai yut [How to create content techniques to get a lot of engagement, likes and shares]. Retrieved October 23, 2022, from https://talkatalka.com/blog/how-to-increase-content-engagement/
Wongrianthong, N. (2014). Content marketing: Lao hai khalik phlik brǣn hai dang [Content marketing: Tell them to click to turn the brand to be famous]. Bangkok: Nationbooks.