How to improve engagement
Master Thesis
For my Master’s thesis in Media Design at FH Joanneum (Graz), I explored a topic that blends creativity, strategy, and digital culture: how to optimize user engagement on short-form video platforms like TikTok and Instagram Reels.
This study dives into what actually makes users engage with content beyond just watching. What makes them like, comment, share, or even create? I focused especially on Gen Z behavior, combining academic research, a case study, and my own creative strategy work.
The thesis investigates what motivates active user interaction on short-form platforms. While passive consumption (just scrolling) is common, I focused on identifying emotional, sensory, and cognitive triggers that can drive deeper engagement.
I also explored how brand experience, through things like visuals, sound, and storytelling, can create stronger relationships with users and boost brand loyalty. The goal: help content creators and brands make smarter, more intentional content that resonates with their audience.
My Role & Approach
I handled every part of the project, from the initial concept to the final campaign strategy:
📚 Research: Literature review on branding, social media platforms, user behavior, Gen Z, and short-form video trends.
📊 Survey: Designed and analyzed an online survey to understand how Gen Z users interact with TikTok and Reels.
🎥 Case Study: Used the event “Acht van Bladel” as a real-world case study to develop and test a content strategy.
🎯 Creative Strategy: Developed actionable tips and a content plan for maximizing engagement based on my findings.
Key Findings
Brand Experience Matters: Sensory, emotional, behavioral, and intellectual branding creates lasting impact and helps build community.
Most users scroll, but few interact: Passive viewing dominates, but content that’s original, visually strong, and emotionally driven can turn scrollers into participants.
Content should feel entertaining, not like an ad: Users engage more when they feel something and when the content aligns with their values.
Trends aren’t everything: Overused formats or bad quality turn people off. Creativity, clarity, and relevance are key.
Real-time matters: Platforms like TikTok are essential for staying connected and riding the wave of fast-moving digital culture.
This project combined a lot of things I enjoy. Being creative, thinking strategically, telling stories, and diving into what actually works. It helped me understand what makes content stick and gave me the chance to explore how ideas can turn into real strategies that connect with people in a fun and meaningful way.
