Criação de conteúdo no TikTok: elementos de engajamento nos perfis de influenciadoras digitais fitness brasileiras

Abstract

In today's world, social networks are one of the main means of communication and information, and new patterns of interaction are emerging, such as on the TikTok social network, which has opened up a new way of producing and consuming content. One of these patterns is represented by the way users use the social network to earn income and thus professionalize their profile, joining the ranks of digital influencers. Within the TikTok environment, this pattern is followed by many people, who find a specific category of content to work with, one of which is the fitness niche, a segment that attracts an audience because of the versatility of its themes. Thus, these professionals seek strategies to achieve visibility and invest in engagement tools and content marketing in order to earn income on the platform and in contracts with companies in the industry. With this in mind, this research aims to analyze the participation and importance of engagement elements such as content, audio, views and likes in the videos of four TikTok digital fitness influencers. Thus, we sought to find out how often the profiles were posted, what types of content and audio, the percentage of captions, descriptions and hashtags in the publications. We also looked quantitatively at the relevance of views, likes, comments, saved videos and shared videos as engagement results. For the study, we selected profiles based on niche hashtags that met the criteria of having the most fitness content on the profile and the largest number of followers, organizing the information on the elements of engagement found in the posts. We also quantitatively analyzed the participation of each element individually on each profile, and then ascertained the proportions of each element by bringing together the data from all the videos. We concluded that the elements of engagement have different participations in the publications and their individual importance, so that audio and content proved to be essential tools for engagement, and views and likes were more expressive as a result of audience.