TikTok Content Categories and User Engagement Behavior

Abstract

This study investigates the impact of TikTok content categories on user engagement behavior on the official TikTok account of Alisha Lehmann. Analyzing 91 videos via multiple regression analysis, the research uncovers practical insights for content creators and marketers, as well as theoretical findings for academics. Notably, Alisha Lehmann's active professional life, showcasing her athletic prowess, emerged as the most influential category, driving engagement across views, likes, comments, saves, and shares. Videos emphasising her personal life through aesthetics also impacted video shares and saves to a certain degree. Additionally, non-active or non-sport professional life content garnered attention, especially in likes and comments. In contrast, TikTok games and promotional content had limited impact, emphasizing the importance of a balanced content strategy that integrates personal and professional aspects for athlete influencers. These findings provide guidance for optimizing online presence, aligning content with audience interests, and fostering brand loyalty on TikTok.