Abstract
With the rapid growth of TikTok in the digital era, beauty influencers have gained significant influence over consumer decisions, particularly through makeup product reviews. TikTok’s short and interactive content style has brought attention to how video characteristics such as length and the number of tags affect engagement metrics like views, likes, and comments. This research explores the impact of these factors using data analysis from a sample of 25 TikTok videos, where the average video length was 2 minutes and 20 seconds, and the top 25% of videos had lengths exceeding 3 minutes and 30 seconds. The findings reveal that longer videos tend to foster deeper engagement by providing more comprehensive reviews, with the top 25% of videos achieving 30% higher engagement than the average. Additionally, a higher number of tags significantly increases video reach. These insights are valuable for influencers and marketers looking to optimize their content strategies, particularly in the beauty industry, where maximizing audience engagement is crucial.
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