Engagement Patterns of Educational Content on TikTok

Abstract

The rapid development of digital technology has contributed to the increasing use of social media, particularly TikTok, which functions not only as an entertainment platform but also as a medium for distributing educational content through hashtags such as #edukasi. However, not all educational content generates the same level of engagement, making further analysis necessary to understand the interaction patterns formed within the platform. This study aims to analyze engagement patterns of educational content on TikTok and identify the dominant hashtags appearing alongside #edukasi within each cluster. The methods employed in this study include K-Means Clustering to group content based on engagement characteristics and Social Network Analysis (SNA) to examine relationships among hashtags. The findings indicate the formation of two clusters with different engagement characteristics, namely high-engagement and low-engagement clusters. Network analysis reveals that the low-engagement cluster forms several communities associated with topics such as facts, health, and children’s education, while the high-engagement cluster is dominated by hashtags related to educational toys, such as #mainananak and #mainanedukasi. These results demonstrate that the combination of clustering methods and social network analysis is effective in identifying engagement patterns and hashtag relationships in educational TikTok content.