Featured image of tarot card box via Maya Cassar

Social media has become a mainstream media platform, linking a third of the global population (Dolan et al. 2016). In recent years the usage of social media has increased significantly following the onset of the global pandemic. Last week I was able to actively participate in these primary media channels by creating and uploading video content to two social media platforms: Instagram and TikTok. With my content prepared and ready for upload, I simplles accessed the necessary apps on my phone. The uploading stage is the most straighforward part of this process since I was already automatically logged into my apps I merely had to switch accounts. On both platforms, I tapped the upload icon and included my captions and hashtags before posting them. 

Instagram Content

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TikTok Content

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The Six of Swords, specifically from the Rider Waite tarot pack represents moving forward in any part of your life and allows you to let go. If this card appears in your reading, know that this proccess is essential for your personal development and will eventually provide you with mental clarity. If the Six of Swords is in reverse it may mean you are going through a personal or spiritual transition. It indicates that you need to make a change but are reluctant to do so. Let me know was this challenge easy or hard? #tarot #tarotcards #tarotreading #astrology #fyp #foryou #spirituality #challenge #sixofswords #transition #development

♬ Sunroof – Nicky Youre & dazy

One observation that aligned with my expectations was the varied levels of engagement the same content recieved on Instagram and TikTok. After 48-hours the TikTok video had 831 views while the Instagram post only reached 22 accounts. Evidently, I was more successful at cultivating my audience on TikTok compared to Instagram. This is potentially attributed to due to TikTok’s highly developed algorithm, despite using the same hashtags on both platforms. 

Within this niche, the most prominent and repetitive content is tarot card readings, especially ones commencing with “This reading is meant for you”. For my content, I am trying to avoid this trend by creating different styles of videos. Fo my next video, I am going to create a Tarot and pop culture video comparing tarot cards to popular characters in movies, TV shows, and literature. The objective of this is to make tarot cards more relatable and enjoyable for my audience. The visual aspects will include clips or images of the pop culture characters, Side-by-side comparison with the tarot card. It will be fascinating to observe whether other creators emulate this unique content style as it is not something I have previously encountered. I will continue to utilise TikTok for video postings and adapting the content into slide format for Instagram. I intend to maintain the educational yet lighthearted tone and style throughout content. 

It is imperitave for myself and other content creators to remember that “the relationship between visual complexity and consumer liking on social media is not linear” (Overgoor et al. 2021). 

Audio:

References:

Creswell, John W. (2016) 30 Essential Skills for the Qualitative Researcher, Sage: Los Angeles

Dolan, R, Conduit, J, Fahy, J & Goodman, S 2016, ‘Social media engagement behaviour: a uses and gratifications perspective’, Journal of Strategic Marketing, vol. 24, no. 3-4, pp. 261–277, Viewed 2 September 2023, <https://doi.org/10.1080/0965254X.2015.1095222>

Overgoor, G, Rand, W, van Dolen, W & Mazloom, M 2021, ‘Simplicity is not key: Understanding firm-generated social media images and consumer liking’, International Journal of Research in Marketing, vol. 39, no. 3, Viewed 2 September 2023,  <https://doi-org.ezproxy.uow.edu.au/10.1016/j.ijresmar.2021.12.005>

We Are Social 2022, DIGITAL 2022 AUSTRALIA: ONLINE LIKE NEVER BEFORE, We Are Social, Viewed 2 September 2023, <https://wearesocial.com/au/blog/2022/02/digital-2022-australia-online-like-never-before/>

Worb, J 2022a, This is How the TikTok Algorithm Works, Later Blog, Viewed 2 September 2023, <https://later.com/blog/tiktok-algorithm/> 

Worb, J 2022b, Why Pop Culture Should Be Part of Your Social Media Strategy in 2022, later.com, Viewed 2 September 2023, <https://later.com/blog/pop-culture-and-social-media/>