The Social Sciences
ISSN: Online 1993-6125ISSN: Print 1818-5800
Abstract
Engagement metrics on short‐video platforms may reflect different user purposes rather than a single form of approval. Focusing on TikTok poster‐design videos, this study examines saving as a signal of learning‐oriented engagement and compares engagement structures across content types. We compiled a dataset of 150 publicly available videos and classified content into three types: Tutorial, Process‐only, and Showcase. Publicly visible metrics (likes, shares, saves, and comments) were recorded, and cover cues were coded, including text density, readability, dominant visual type, layout structure, color contrast, and visual complexity. Results show that Tutorial content exhibits the most stable advantage in saves, significantly exceeding Process‐only and Showcase content, suggesting that saving is more likely to reflect intentions of deferred use and reuse. Studio accounts outperform individual accounts across multiple engagement metrics, indicating differences in visibility rewards associated with organized production. Cover‐cue comparisons reveal directional differences between Tutorial and non‐Tutorial content in layout structure and visual complexity, providing supplementary evidence for how learning value may be signaled during rapid browsing. By decomposing engagement metrics and linking them to content types and cover cues, this study offers an empirical pathway for understanding the visibility mechanism of platform‐based learning.
How to cite this article:
Zhang Jimin and Yan Xuning. The Production Logic and Platform Engagement of TikTok Poster Design Content: A Comparative Study Based on Content Type and Creator Type.
DOI: https://doi.org/10.36478/10.36478/maktss.2026.1.1.10
URL: https://www.makhillpublications.co/view-article/1818-5800/10.36478/maktss.2026.1.1.10