FINDINGS
TIKTOK VS. INSTAGRAM COMPARISON (The same videos)
DISCUSSION
Takeaway
On TikTok, users engaged in longform conversations, tagging friends, sharing vulnerable experiences, and joining livestreams. This aligns with Goffman’s theory, showing that when people are given a space to be “backstage” (unfiltered and honest), connection and community grow deeper.
Luhmann’s trust theory was confirmed by the success of livestream dating shows and live street interviews. People trusted the process because it wasn’t pre-scripted. It created shared vulnerability, which built social credibility.
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Compared to Instagram, TikTok's format promoted stronger interaction, trust, and emotional engagement, proving it to be a better platform for PR campaigns focused on marginalized groups seeking authentic representation.
Media Links
Univeristy of The Pacific
Stockton CA
TAKEAWAYS AND TO-DO LIST
Use unscripted, real time content like livestreams and on the street interviews
Engage the audience directly with questions, polls, and livestreams
Prioritize storytelling over aesthetics, and avoid content thats too curated since authenticity drives trust
Always feature a diverse mix of all genders, identites, and body shapes in every piece of content