內容創作者的社交媒體行銷策略：音樂創作人A的個案研究

Abstract

隨著短視頻成為數位內容的主流，Instagram、TikTok、小紅書等平台的演算法邏輯日益主導內容表現。本研究旨在探討短視頻平台中，音樂內容創作者的內容設計如何影響社群互動，進而帶動視頻的傳播成效。創作者普遍關心的問題包括：「點贊、留言、收藏與分享是否有助於提升觸及率？」、「觀眾停留時間是否代表更高的觀看數？」、「互動行為是否能帶動粉絲增長？」這些疑問凸顯了在演算法驅動下，創作策略所面臨的挑戰。 本研究以短視頻平台Instagram Reels為研究場景聚焦「內容→社群→商業價值」的邏輯鏈條，從影片本體設計與互動行為出發，分析其對傳播效果的影響。研究採用量化方法，針對音樂類短視頻進行內容類別型與形式的變數碼，並獲取平台後台的五項互動指標（按讚、留言、收藏、分享、平均觀看時間）與三項成效指標（觀看數、非粉絲觸及率、粉絲增長數），建構結構方程模型（SEM）以進行整體分析與中介效應檢驗。 研究目的在於釐清：哪些內容策略較能引發觀眾互動？互動行為是否對影片成效具有直接或中介影響？並進一步輔以質性觀察，從「價值適配」（value-content fit）視角出發，理解內容設計與受眾需求之間的對應邏輯，從而提出可供創作者參考的策略建議。 分析結果顯示，內容變項能顯著影響互動行為，且互動總數對觀看數、非粉絲觸及率與粉絲增長數均具有穩定的正向作用。進一步檢定亦發現，互動總數與平均觀看時間在內容與成效之間展現出顯著的中介效果，為短影音的社群擴散與粉絲增長提供關鍵推力；其中，平均觀看時間的影響則具情境依賴性。 綜合而言，本研究補足了短影音內容策略與傳播成效間關係的實證理解，亦為音樂創作者在數位平台中的內容優化與商業價值經營，提供具體且可操作的參考依據。

As short-form video becomes the mainstream format of digital content, platforms like Instagram, TikTok, and Xiaohongshu are increasingly dominated by algorithmic logic that determines content performance. This study aims to explore how music content creators’ design strategies on short-form video platforms influence community interaction and, in turn, drive video dissemination outcomes. Creators commonly ask: 「Do likes, comments, saves, and shares help boost reach?」. 「Does viewer retention time correlate with higher view counts?」 「Can interactive behaviors lead to follower growth?」 These questions highlight the strategic challenges creators face under algorithm-driven environments. Focusing on Instagram Reels as the research setting, this study investigates the logical chain of 「Content→Community→Commercial Value.」 It analyzes how video design and interactive behaviors affect dissemination outcomes. Using quantitative methods, the study categorizes content types and formats of music-related short videos and collects five platform metrics (likes, comments, saves, shares, and average watch time) along with three performance indicators (view count, non-follower reach rate, and follower growth). A Structural Equation Model (SEM) is constructed to conduct an integrated analysis and examine mediating effects. The objectives are to clarify: Which content strategies are more likely to trigger audience interaction? Do interactive behaviors directly or indirectly impact video performance? Additionally, the study incorporates qualitative observations to interpret the alignment between content design and audience needs through a 「value-content fit」 perspective, ultimately offering strategic recommendations for creators.

The analysis reveals that content variables significantly influence interactive behaviors, and the total number of interactions has a stable positive effect on view count, non-follower reach, and follower growth. Further testing indicates that total interactions and average watch time exhibit significant mediating effects between content and outcomes, serving as key drivers for community expansion and follower acquisition in short-form video contexts. However, the influence of average watch time appears to be context-dependent. In sum, this research contributes empirical insights into the relationship between short-form video content strategies and dissemination outcomes, offering practical and actionable guidance for music creators aiming to optimize their content and enhance commercial value on digital platforms.