Evaluation of the most liked videos on TikTok: an evaluation instrument development for assessment of a video’s engagement rate and viral potential

Abstract

Purpose: TikTok’s importance is constantly increasing, accordingly the current study examines the factors that increase TikTok videos’ engagement. Objective: The main objective of the current study is to identify and examine the engagement factors on TikTok and to elaborate on the existing information on online engagement. Methodology: Performing a systematic literature review, five academic databases were searched for information on online engagement. The most liked videos on TikTok were analyzed to identify engagement factors. By combining all of the factors, an evaluation instrument was created and tested. Findings: The main findings include a collection of engagement factors in an evaluation instrument. It was found out that the identified factors and parameters differ in their importance for the increasement of engagement. Conclusion: The developed evaluation instrument can be used in academic research and by non academic content creators, who are willing to expand their knowledge and improve their online communication strategy.