A comparative content formats effectiveness on Instagram and TikTok platform which affect to target audience, reach, and followers on Magical Stories

Abstract

Nowadays, social media has become a powerful data-gathering tool for any business to establish their brands and connect with their customers. It is essential to know how to use the data, as it can lead to any objective that is determined. In this study, the purpose is to look into the effectiveness of different content formats on Instagram and TikTok platforms that affect to target audience insight, the increasing of reach and the followers of Magical Stories, a newly established art brand specializing in cute coloring fashion books. The objective is to increase brand awareness and create content that resonates with the target audience. The research investigates a quantitative approach, analyzing a total of 36 pieces of content totaling 72 artworks, including tutorial content, collaboration content, product showoff content, freebie announcement content, promotional content, and storytelling content. The content was uploaded on Instagram (Post and Reels) and TikTok between November 2023 till April 2024. The findings reveal that the majority of Magical Stories' target audience falls within the age groups of 18-24, followed by 25-34. Interestingly, the 55+ age group on TikTok sometimes had a higher or similar percentage compared to the 45-54 and 35-44 age groups, while sometimes the percentage of the age groups of 45-54 and 35-44 is very low to none. The study suggests that TikTok, a platform currently trending, is expanding its reach beyond the younger generation to include more diverse age groups, such as baby boomers. The results highlight the importance of the data on the target audience's demographics, interests, and content preferences while developing an effective social media platform. Following these experiments, it is recommended in the future that Magical Stories should include longitudinal studies, for better sharp data collection. Additionally, the brand should expand its content to better resonate with the target audience, as indicated by the data, explore other platforms for more opportunities, and follow content trends.