Guidelines for Creating Content and Production Format of Online Program and Marketing Communication Strategies of Influencers and Program Viewers Through the TikTok Application in Thailand

Abstract

             The objectives of this research were as follows: 1) to study content creation, production format of online program, and marketing communication strategies of influencers through the TikTok application.  2) to study views of the audience who watched the programs of influencers through the TikTok application.  And 3) to study the guidelines for creating content, production format of online program, and marketing communication strategies of influencers and program viewers through the TikTok application. Two sample groups of informants were (1) five influencers who had broadcasted the programs for at least one year and had at least 100,000 followers and (2) 10 viewers who followed the influencers having at least 100,000 followers and at least five programs.  The data were collected using “in-depth interview” and content analysis method was used to analyze 10 programs on the TikTok application over a period of one year (October 2022 - October 2023). The research results were as follows: 1. content creation should be of interest to society. The program content and production format should be consistent with the identity of the program presenter, and they should avoid social conflict issues. Furthermore, the marketing communication strategies needed to prioritize narrating personal experiences with actual items. 2) viewers of the programs would choose to follow programs with reliable information.  And 3) guidelines for content creation should be in line with social trends. The marketing communication strategies should engage the audience with an emphasis on techniques for editing images and sound effects.  They should take into account the interests of viewers of the programs that would be developed into expanding new audience base arisen from word of mouth from fans of the programs through online media.