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.
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