A mixed-methods study of 30 leading Thai educational TikTok creators and their 100 most popular videos found that successful creators blend media, interactive narratives and audience feedback. Platform skills, multimedia integration and analytics interpretation were associated with success.
Key findings
- Media blending, interactive storytelling and audience-responsive iteration were prominent, while advanced digital competencies correlated with content-creation success.
Why this matters globally
Short-video platforms increasingly function as informal learning infrastructure. The findings can guide educator and creator development in rapidly digitizing contexts.
Thai researcher contribution
Khon Kaen University researchers generated evidence from Thailand's TikTok ecosystem, with Parama Kwangmuang and Issara Kanjug as corresponding authors.
Limitations to consider
Selecting 30 successful creators and popular videos creates survivorship bias. Accuracy, viewer learning and algorithmic effects were not directly measured, and associations are noncausal.