mid term presentation

The role of news content formats

ON SOCIAL MEDIA IN USERS' ENGAGEMENT
BEHAVIOURS
by gabrielle l. evans
The role of news content formats on social media in users' engagement behaviours

RESEARCH BACKGROUND
2020 PANDEMIC TIKTOK YOUNGER AUDIENCE

Due to not being able to Towards Generation Z and News outlets and journalists start to
Millenials, Tiktok gained its realise that in order to reach the
physically interact with each
popularity within them during the younger audiences, they need to
other, social media became the
pandemic. TiktTok is the social expand to platforms that hold a
platform to fulfil the social
media platform this research will numerous amount of these younger
interaction that an individual
focus on. people (Rempel, 2020).
needs (Feldkamp, 2021).

Gabrielle Louise Evans

The role of news content formats on social media in users' engagement behaviours Page 06 of 15

THE PROBLEM THE OBJECTIVE

News outlets are integrating to social To determine the types of content
media platforms such as TikTok, that is engaging to the targeted
which they have to find the right audience by news outlets on TikTok.
content format on the platform that
could trigger the audience
engagement behaviours.
m o r e

Gabrielle Louise Evans

The role of news content formats on social media in users' engagement behaviours

Research
THEORY THE RISE OF TIKTOK AND ITS ENGAGEMENT
According to Feldkamp (2021), through qualitative research with keywords on current
studies and literature, the Covid-19 pandemic impacted the rise of TikTok which is one of the
digital responses to the pandemic itself.
According to Tafesse & Wood (2022), the existence of content strategy and community
competition dominates the user engagement.
User engagement can also be determined by numerous factors, which includes none other
than the content itself, length, format, affiliations, as well as timing of posts (Khan& Ahmad,
2021)

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The role of news content formats on social media in users' engagement behaviours

Research
THEORY THE FORMAT USED
Depending on what type of format used, there are elements that come with it that need to
be researched in order to determine whether or not the content is engaging or if it is not
(Wang & Choi, 2022).
The content that is uploaded on Tiktok could increase an attraction of taking in information
from news outlets with the right content format that is aligned with the level of literacy Tiktok
users have (Tyacke & Howell, 2021).
Text and image content has a lower engagement rate than video based formats, and is
PHOTOGRAPHER
considered more successful in engaging users than other format types of contents there
are in social media (Wang & Choi, 2022),

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The role of news content formats on social media in users' engagement behaviours

Research
METHODOLOGY
The approach this research will be conducted is in the Qualitative method.
The collection of data will be held in a Qualitative Content Analysis, and taking samples from news
outlets on TikTok.
The samples this research will collect is from 20 most viewed TiktTok videos of each news outlets such
as Kumparan, Tribunnews, and Metro TV TikTok platfrom.
Data Analysis will be conducted in a thematic analysis guided by Information Richness Theory

Gabrielle Louise Evans

 Benefits of
RESEARCH
Since tiktok is a platform that is mainly used to take in information and
news, this research could help news outlets to find better options in their
content format to engage a wider audience.
Development of technology and social media awareness heigthens
through time, where short video based social media like TikTok can also be
a platform to help the change from television base news to phone based
news.

The role of news content formats on social media in users' engagement behaviours
The role of news content formats on social media in users' engagement behaviours

TIMELINE
DEVELOPING RESEARCH DEMONSTRATING DELIVERING DATA
FRAMEWORK AND DESIGN DATA COLLECTION ANALYSIS

From the 1st November to the 6th
of December, this research
focused on the Introduction,
Literature Research and
Sumarizing Literature, and
Research Method
On the 31st December, the data
collection of 20 most viewed
TikTok videos of Kumparan,
Tribunnews, and Metro TV is
conducted.
Analyzing the collected data of
most viewed videos on th 16th of
Janruary.

Gabrielle Louise Evans

The role of news content formats on social media in users' engagement behaviours

TIMELINE
REPORTING RESEARCH FINDINGS IN WRITTEN
AND SPOKEN COMMUNICATION

On the 31st of Januray, the results

from data analysis is summarized
and the report is written in a journal
article format

Gabrielle Louise Evans

The role of news content formats on social media in users' engagement behaviours

PROGRESS
Currently collecting data from 20 most viewed videos of news outlets on TikTok

Kumparan tribunnews metro tv

Gabrielle Louise Evans

The role of news content formats on social media in users' engagement behaviours

Thank you!
Gabrielle Louise Evans