An Analysis of Content Creation Effectiveness for Promoting Chiang Mai’s Culture on the “Ni Ko Chue Ploy” TikTok Channel

Abstract

This research consists purposes were 1. to identify appropriate creative content strategies for promoting Chiang Mai’s culture on TikTok 2. to analyze the communicative effectiveness of cultural promotion content on the “Ni Ko Chue Ploy” TikTok channel and 3. to compare the effectiveness across different cultural content categories. This study employed a quantitative research design. The research instrument was a platform data analysis tool (TikTok Analytics). The sample consisted of 30 participants, selected through purposive sampling. The data collected from the questionnaire were analyzed using descriptive statistics, including percentages and mean values. The findings revealed that 1) the most effective strategy involved in-depth storytelling within a 22–41 second duration, utilizing comparative editing and strategic hashtag integration. These elements effectively leveraged cultural capital for digital communication, stimulating user engagement and driving the creative economy 2) Overall performance metrics showed an average engagement rate of 8.37% (Very Good) and an average reach rate of 5,924.21% (Outstanding), while the average watch-through rate was 7.43% (Needs Improvement) and 3) Comparative results indicated that although all three categories achieved “Very Good” engagement levels, religious and historical sites yielded the highest engagement, cultural activities and exhibitions achieved the most significant reach and lifestyle and local wisdom content recorded the highest average watch-through rate.