Personal_Branding_TikTok_Research_Birlikova_2026

This independent research project explores the role of emotionally structured short-form educational content in shaping engagement among teenage audiences on TikTok. Using a project-based educational account created by the author, the study analyses eight pilot videos published in a “Did You Know?” format and compares engagement metrics between the highest- and lowest-performing posts. The research focuses on emotional hooks, editing pace, curiosity-driven framing, and perceived informational value, measured through views, likes, comments, shares, and saves using TikTok’s internal analytics. Findings suggest that emotionally intense introductions combined with rapid pacing and relatable school-related topics significantly increase engagement, particularly saves and shares. Due to its exploratory case-study design and limited sample size, the results are considered preliminary. However, the project provides insight into ethical emotional framing in educational content for adolescents and contributes to discussions on personal branding and Gen Z digital engagement. This project was conducted independently and is published as part of an open science initiative. AI Use Statement AI tools were used for language editing, structural refinement, and idea iteration. All data collection, analysis, interpretation, and conclusions were conducted independently by the author.