ANALYSIS OF THE EFFECTIVENESS OF TIKTOK SOCIAL MEDIA CONTENT @IBLINDONESIA

Abstract

The development of video-based social media such as TikTok has become an important tool for sports leagues to build closer relationships with fans. This study aims to analyze the effectiveness of TikTok @iblindonesia social media content in building fan engagement, using the Uses and Gratifications theory, which includes four dimensions: Information, Entertainment, Remuneration, and Social. The method used is a mixed-methods approach, combining quantitative data from a questionnaire administered to 136 respondents and qualitative data from a netnographic analysis of 1,125 TikTok posts between January and May 2025. Quantitative results indicate that the Information, Entertainment, and Social dimensions are highly effective, while Remuneration is the least effective dimension. Qualitative results from netnographic analysis show that the Entertainment dimension dominates in terms of views, likes, and shares, while the Social dimension generates the most comments, reflecting high two-way interaction. Meanwhile, the Information dimension also showed fairly high performance in terms of views and likes, but did not fully encourage active interaction. On the other hand, the Remuneration dimension had the lowest performance across all metrics. These findings indicate that content that is informative, entertaining, and social is more effective in building emotional engagement and fan interaction, while content based on rewards or promotions is less appealing if not presented with an engaging strategy. This study provides strategic recommendations for sports leagues to optimize relevant and interactive digital content in building fan loyalty.