TikTok video formats’ impact on user interaction – evidence from the Ocean Race

Abstract

ABSTRACT Purpose/Rationale: As little research is done about TikTok in the field of sport events, the aim of this study is the analysis of video format characteristics and their influence on user interaction. Design/Methodology/Approach: A content analysis of the posted videos of the Ocean Race on TikTok was conducted. For the analysis, descriptive statistics, as well as hypothesis testing, were done. Findings: The findings revealed more likes for shorter videos and less user interaction for a low hashtag category. Using emojis showed a positive influence on shares. Videos without texts showed higher mean ranks for likes, shares, and views. Videos containing spoken language and music showed higher mean ranks for favourites than those containing only spoken language. Practical implications: Social media marketers of sport events can be guided by this study in the decision-making about video characteristics of event-related brand posts. Research contribution: The study’s findings contribute to the literature on social media marketing on modern social media within sport events by exploring TikTok video characteristics and their influence on user interaction. Originality/Value: The study gives deeper insight into the characteristics of TikTok, which is gaining prominence in all sectors and where still a research gap can be found among sport events.