20.500.12556/RUL-182956 Ključni dejavniki uspeha video vsebin na družabnih omrežjih Key Success Factors for Video Content on Social Media Diplomsko delo obravnava načrtovanje, ustvarjanje in analizo kratkih video vsebin za družbeni omrežji TikTok in Instagram z namenom raziskave dejavnikov, ki vplivajo na uspešnost video vsebin na družbenih omrežjih. Glavni cilj raziskave je bil analizirati vpliv časa gledanja, števila ogledov, stopnje angažiranosti ter plačane promocije na doseg in učinkovitost objavljenih videov. V teoretičnem delu so predstavljeni ključni vidiki delovanja algoritmov družbenih omrežij, značilnosti kratkih video vsebin in kazalniki uspešnosti. V sklopu eksperimentalnega dela so bili ustvarjeni in objavljeni video posnetki različnih vsebinskih kategorij, nato pa so bili analizirani doseg, trajanje gledanja, angažiranost uporabnikov in odziv občinstva. Rezultati raziskave so pokazali, da ima TikTok višjo stopnjo angažiranosti kot Instagram in večji vpliv trajanja gledanja na distribucijo vsebin. Ugotovljeno je bilo, da večje število ogledov samo po sebi ne zagotavlja večje učinkovitosti, temveč je temeljnega pomena sposobnost videa, da zadrži pozornost gledalcev. Raziskava potrjuje pomen kakovostne vsebine, optimizirane dolžine videa in rednega spremljanja analitičnih podatkov za uspešno strategijo video komuniciranja na družbenih omrežjih. The thesis examined the planning, creation and analysis of short-form video content for the social media platforms TikTok and Instagram, with the aim of identifying key factors influencing the performance of video content on social media. The main objective of the research was to analyze the impact of watch time, view count, engagement rate and paid promotion on the reach and effectiveness of published videos. The theoretical part presented essential aspects of social media algorithms, the defining characteristics of short-form video content and key performance indicators relevant to digital media effectiveness. The experimental part involved producing and publishing of videos across multiple content categories, followed by an analysis of reach, watch time, user engagement and audience response. The results indicated that TikTok achieved a higher engagement rate than Instagram and demonstrated a stronger relationship between watch time and content distribution. It was determined that a higher number of views alone did not ensure greater content effectiveness; instead, the video’s ability to retain viewer attention was a critical factor of overall performance. The research confirmed the importance of high-quality content, optimized video length, and continuous monitoring of analytical metrics in developing an effective video communication strategy on social media platforms. kratke video vsebine algoritmi družbena omrežja angažiranost čas gledanja short-form video content algorithms social media engagement watch time true false false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-05-29 09:01:02 2026-05-29 09:01:09 2026-05-30 04:58:36 0000-00-00 00:00:00 2026 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 113839 29089.pdf 29089.pdf 1 E6E208BF567424854DA191C3E8D43ADB b962305142ec05991864cf3c261b388b36534c5573f5a9f5a8c7ee1fc715eb99 d2ac35a6-5b2b-11f1-b0ab-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=234652 Naravoslovnotehniška fakulteta 0 0 0