Maximising Engagement on TikTok - A Comparison of Ryanair’s and Duolingo’s Platform-Specific Strategies
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| Format: | Thesis |
| Kulcsszavak: | 2024 TikTok strategy brand communication Content strategy Duolingo Engagement metrics márkaépítés márkahűség Ryanair tartalomgyártás Tiktok TikTok features |
| Online Access: | http://dolgozattar.uni-bge.hu/59055 |
| Abstract: | This thesis explores how Ryanair and Duolingo utilise TikTok to connect with younger audiences through a quantitative, comparative content analysis of 519 posts from 2024. It investigates which content types, platform features, and brand humanising elements most effectively drive engagement. Findings show that for both brands, entertaining and mixed content types generated the highest engagement, while promotional received the lowest. Platform-specific features, such as short video formats, trending sounds, and photo swipes consistently increased engagement. Duolingo achieved higher engagement through consistent use of its mascot, first-person speech, and trend alignment. In contrast, Ryanair relied more on original audio and editing tools, resulting in mixed performance but a unique brand strategy. Although limited to two brands and one year, this study provides practical insights into effective TikTok communication and underscores the importance of aligning platform-specific strategies and audience expectations with an authentic brand identity. |
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