Throughout this study I have been conducting ethnographic research on two social media platforms: Instagram and TikTok. These platforms were chosen due to their popularity from content creators and consumers within the tarot reading niche. The aim of my research is to uncover the community’s understanding and perspectives within this activity, while exploring the potential success of new formats and styles within this media niche as I focus more on the conversation instead of broadcasting content (Christison 2023). 

Below is a map I designed to showcase my strategic approach for content creation and publication by considering the production, platforms, advertising and the content itself. These techniques are imperative to my participatory observation as if I do it well I hope to increase my audience engagement. 

Instagram Content

With over 1000 million active users, Instagram is predominantly used to see what family and friends are up to, and is used as a leisure tool when bored to consume content produced by others (Haenlein et al. 2020). 

Last week I developed a series of visually engaging photo slides on Canva, intersecting the topics of Tarot cards and pop culture. The post consisted of examples I created that link the Major Arcana and the Minor Arcana cards in the Rider Waite deck to popular movie characters. I chose to combine these two themes to create a blend between mysticism and the media to provide a fresh viewpoint on tarot cards and to break away from the traditional norms within this niche.

Following the upload to my instagram account, I noted a promising uptick in likes compared to my previous posts, which suggests that it is possible to enter this niche with limited experience.

View this post on Instagram

A post shared by Jay’s (@jays.bead.decor)

TikTok Content

It is becoming increasingly obvious that TikTok has emerged as the preferred social platform for creative content despite only being around for a short amount of time. This occurred as Covid-19 restrictions during the pandemic increased the use of social networks (Frăţilă 2021). 

This is why I transitioned my tarot cards and pop culture concept to TikTok. By reimagining the content to align with the platform’s short-form video preference. I maintained my initial character and card pairings, however, I shifted from images to brief video clips. In the editing stage I added catchy music as well as captions for the viewers to read. This allows me to adjust the tone as I find TikTok has more personality than Instagram.

Upon publishing my TikTok video I noticed that despite using my account to interact with other creators, this video received a similar amount of likes and views as my initial video. On the other hand this video received four saves.

@jays.bead.decor

🎬 Hope you guys love these movies as much as I do! 🎤 Let me know do you agree with these? 📱 For more explanation checkout the instagram ~Disclaimer: I am not a tarot professional or psychic~ #tarot #tarotcards #tarotcardreading #astrology #fyp #foryou #spirituality #Pop #popculture #music #movies #movietok #books #booktok #TheMajorArcana #TheMagician #DoctorStrange #The Empress #Mufasa #TheEmperor #DarthVader #TheMinorArcana #AceofCups #Belle #FiveofCups #Eeyore #TenofCups #TheWeasleys

♬ Never Go Wrong – Nicky Youre & david hugo

Audio:

References:

Christison, C 2023, How to Boost Social Media Engagement: 8 Top Tips, Social Media Marketing & Management Dashboard, viewed 6 October 2023, <https://blog.hootsuite.com/social-media-engagement/#:~:text=Create%20and%20share%20valuable%20content&text=Think%20%E2%80%9Cconversation%2C%E2%80%9D%20not%20%E2%80%9C,brand%20can%20do%20for%20the>

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

Frăţilă, C – O 2021, ‘Motivation of Tik Tok Users’, International Journal of Current Science Research and Review, vol. 04, no. 12, viewed 6 October 2023, <https://doi.org/10.47191/ijcsrr/V4-i12-04>

Haenlein, M, Anadol, E, Farnsworth, T, Hugo, H, Hunichen, J & Welte, D 2020, ‘Navigating the New Era of Influencer Marketing: How to Be Successful on Instagram, TikTok, & Co.’, California Management Review, vol. 63, no. 1, pp. 5–25, viewed 6 October 2023, <https://doi.org/10.1177/0008125620958166>

Johnston, E 2021, TikTok tarot readings: Stop letting the algorithm predict your future, The Vermont Cynic, viewed 6 October 2023, <https://vtcynic.com/opinion/tiktok-tarot-readers-mislead-not-predict/>

Kujala, S 2003, ‘User involvement: A review of the benefits and challenges’, Behaviour & Information Technology, vol. 22, no. 1, pp. 1–16, viewed 6 October 2023, <https://doi.org/10.1080/01449290301782>