Video Content Production Strategies of Famous Southern TikTokers

Abstract

Purpose: To study the patterns and techniques in creating successful video content that attracts viewers and builds a follower base, and to analyze content distribution strategies that help increase engagement and expand the follower base of Southern Thai TikTokers and celebrities.

Methodology: This mixed-methods research includes qualitative research through in-depth with 15 leading Southern Thai celebrity TikTokers. It also involves quantitative research using questionnaires from 400 followers of Southern Thai TikTokers. The purpose is to study the patterns and techniques in creating successful video content that attracts viewers and builds a follower base, and to analyze content distribution strategies that help increase engagement and expand the follower base of Southern Thai TikTokers and celebrities.

Findings: Southern Thai TikTok celebrities achieve success by creating content that addresses viewer behaviors, presenting entertainment and humor through Southern Thai local identity, responding to viewers' needs with brief and concise content customized to their preferences, as well as posting consistently and using appropriate hashtags that align with viewers' content discovery and following behaviors.

Applications of this study: The findings of this study can be applied in various fields, particularly in digital communication, social media, digital marketing, and content creation. They also contribute to the development of local creators’ capabilities, benefit the entertainment business and creative industries, and support the study of local culture through digital media. Furthermore, the results can inform the development of effective communication strategies for social media platforms.