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Abstract(s)
A comunicação digital revolucionou a interação entre as empresas e os públicos, com o TikTok sendo uma plataforma especialmente eficaz para criar conteúdos virais e desenvolver o engagement nos jovens. O estudo foca-se no uso do TikTok por organizações sem fins lucrativos na Irlanda, destacando a Young Social Innovators (YSI). O principal objetivo é analisar as estratégias de comunicação da YSI, especialmente no uso do TikTok, identificando diretrizes para produção de conteúdo e interação com o público. O estudo visa esclarecer a importância da plataforma para a comunicação eficaz. O estudo utilizou métodos qualitativos e quantitativos, nomeadamente a análise de conteúdo de vídeos no TikTok de concorrentes da YSI e entrevistas com diretoras do departamento de Comunicação e departamento de Educação da YSI. A investigação ocorreu entre 18 de janeiro e 18 de maio. A YSI utiliza outras plataformas como Instagram, Facebook, X e LinkedIn produzindo conteúdos específicos para diferentes públicos: jovens, professores e patrocinadores. O uso do TikTok é visto positivamente, mas requer mais recursos para produção de conteúdo. A taxa de interação no TikTok das empresas concorrentes é relativamente baixa, com o maior valor sendo 1,87% da The Big Idea. Isto sugere que a YSI pode integrar e explorar melhor a plataforma como uma estratégia de comunicação.
Digital communication has revolutionized the interaction between companies and their audiences, with TikTok being a particularly effective platform for creating viral content and developing engagement among young people. The study focuses on the use of TikTok by non-profit organizations in Ireland, highlighting Young Social Innovators (YSI). The main objective is to analyze YSI's communication strategies, especially in the use of TikTok, identifying guidelines for content production and interaction with the public. The study aims to clarify the importance of the platform for effective communication. The study used qualitative and quantitative methods, namely content analysis of TikTok videos of YSI competitors and interviews with directors of YSI's Communications department and Education department. The research took place between January 18 and May 18. YSI uses other platforms such as Instagram, Facebook, X and LinkedIn to produce specific content for different audiences: young people, teachers and sponsors. The use of TikTok is viewed positively but requires more resources for content production. The interaction rate on TikTok of competing companies is relatively low, with the highest value being 1.87% for The Big Idea. This suggests that YSI could better integrate and exploit the platform as a communication strategy.
Digital communication has revolutionized the interaction between companies and their audiences, with TikTok being a particularly effective platform for creating viral content and developing engagement among young people. The study focuses on the use of TikTok by non-profit organizations in Ireland, highlighting Young Social Innovators (YSI). The main objective is to analyze YSI's communication strategies, especially in the use of TikTok, identifying guidelines for content production and interaction with the public. The study aims to clarify the importance of the platform for effective communication. The study used qualitative and quantitative methods, namely content analysis of TikTok videos of YSI competitors and interviews with directors of YSI's Communications department and Education department. The research took place between January 18 and May 18. YSI uses other platforms such as Instagram, Facebook, X and LinkedIn to produce specific content for different audiences: young people, teachers and sponsors. The use of TikTok is viewed positively but requires more resources for content production. The interaction rate on TikTok of competing companies is relatively low, with the highest value being 1.87% for The Big Idea. This suggests that YSI could better integrate and exploit the platform as a communication strategy.
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Keywords
TikTok Comunicação Digital Empresas Sem Fins Lucrativos Engagement Jovens Educação Social de Inovação Young Social Innovators Digital Communication Non-Profit Companies Engagement Young People Social Innovation Education Young Social Innovators