Comparative Analysis of Content Creation and Audience Engagement Strategies on Youtube: A Case Study of Prominent Influencers in Myanmar

Abstract

The digital media landscape of Myanmar showcases a dynamic interplay between content creation and audience engagement strategies. This study undertakes a comparative analysis of Myanmar's top two YouTube influencers, focusing on their content themes, engagement tactics, and broader implications for influencer marketing in the country's digital sphere. Through in-depth interviews with Dee Dee Burmese Vlog and Lsai Naung, the research aims to unveil insights into their content creation practices and audience engagement strategies. By examining thematic trends, presentation techniques, and audience interaction patterns, the study sheds light on the complex dynamics shaping digital content consumption and production in contemporary media landscapes. Through a comprehensive theoretical lens, the researcher elucidates the underlying mechanisms driving creator-audience interactions and their implications for viewer interaction dynamics and content consumption behaviors within Myanmar's YouTube landscape. The analysis identifies similarities, differences, and patterns among the influencers, delving into the intricate nuances of audience engagement tactics.

It uncovers motivations and dynamics that drive viewer engagement on YouTube. This study unveils significant insights into the content creation practices and audience engagement strategies of the selected YouTube influencers. Dee Dee Burmese Vlog adopts a multifaceted approach, while Lsai Naung focuses on passion-driven storytelling. Both influencers employ engaging presentation techniques, including graphics, storytelling, and high-quality visuals to enhance the viewer experience. Audience engagement strategies vary between the influencers, utilizing tools such as YouTube Analytics to understand audience preferences and behaviors. Direct interaction with viewers, consistent communication, and adaptation to viewer patterns are common tactics employed to foster engagement. Additionally, both influencers handle criticism and feedback professionally, using it as an opportunity for growth and improvement. These findings offer valuable insights into the dynamics of content creation and audience engagement on YouTube in Myanmar, providing guidance for marketers, brands, and content creators seeking to effectively engage with the online audience.