In the last few years, the TikTok app has seen an increase in popularity and is currently recognised as one of most frequently used social media platforms. Companies, as well as libraries, are now starting to realise the importance of such platforms and are showcasing their products online. During the seminar, we’ve determined the possibilities of using content analysis to identify trends in posts on the TikTok profile of Ljubljana City Library (LCL) and how users react to their posts. (We used interaction analysis to determine our claims). Our research also focused on the consistency of LCL’s posts and whether the use of trends and popular videos affects the number of interactions. During the time of our research, we analysed the content of 88 different posts created between 15. 7. 2020 and 30. 5. 2022. The results showcased that posts from the category of “recommendation lists”, to which we can add 28 posts (31.8%) were predominant. The most liked categories are “The First Post”, “Mimic the trend” and “Everyday in the library”. Tiktok users commented the most on posts from the categories “First Post”, “Mimic the Trend” and “Duet”. We also found out that LCL is consistent in following new trends and use of popular sounds on the platform, however these posts don’t stand out in terms of the number of interactions. They post regularly, usually every other day. In conclusion, the content on the LCL’s profile is diverse, however there’s always room for improvement.
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