THE IMPACT OF TIKTOK CONTENT STRATEGIES ON USER ENGAGEMENT: FINDINGS FROM SLOVENIA

Abstract

Social media has significantly transformed the ways in which consumers make decisions, enabling companies to influence users at every stage of the purchasing process. Among the fastest-growing platforms is TikTok, which is based on the creation and sharing of short videos, often enhanced with music, filters, and special effects. This study aims to examine the relationship between content types and user engagement on TikTok. A quantitative research metodology was employed, using a survey questionnaire with closed-ended questions that focused on users' perceptions and preferences regarding different content types. The research took place in Slovenia, the sample was random and responders were volontary. Social media channels (Instgram and Facebook) were used to deseminate link to survey. Folowing the social media paradigm of immediate response, the the time available to complete the survey was short (three days). The survey reached 201 respondents from which 70 surveys were finally fully completed. The results indicate that users most frequently engage with entertaining, creative, and educational content, whereas promotional posts that merely present a product or service achieve lower levels of responsiveness. The findings further suggest that influencers’ presence alone does not guarantee higher engagement. These insights contribute to a better understanding of user interaction dynamics on TikTok and provide a basis for developing effective content strategies. The study has certain limitations, as the sample was convenient and relatively small, and the data relied on self-reports, which may affect validity. Nevertheless, it offers an empirical contribution to the study of user engagement on social media and opens opportunities for further research, particularly in comparative and longitudinal contexts.