A Reflection of Motivations and Lifestyles via TikTok (Douyin) and Instagram Story: A Content Analysis and Comparative Study of Thai and Chinese Gen Z Users

Abstract

This research aims to explore the motivations and examine the lifestyles that reflected from short videos. The target population of the research is 400 most liked TikTok (Douyin) videos and 400 most latest Instagram Stories. The total 800 videos was selected from 100 Thai and 100 Chinese Gen Z who were born between 1996 and 2005. This research used quantitative content analysis, and storytelling elements including visuals, sound, character, scenes, and plot to deal with short videos, so as to investigate the hot and high frequency content types, and the Gen Z’s motivations and lifestyles. The findings show that the 100 Chinese Gen Z cared more about own face, aimed to show pretty image by makeup and filter on Douyin and Instagram Story, while the 100 Thai Gen less cared about makeup and editing short videos, mainly shared real image and true life.