Content Analysis of Fitness Promotion on Tiktok Social Media: A Case Study in Indonesia

Indonesia's fitness center business declined during the COVID-19 pandemic. Fitness center owners are recuperating and developing digital marketing strategies using social media. One of Indonesia's fastest-growing social media sites is Tiktok. TikTok's fitness content is popular, making it an efficient promotional tool. Therefore, TikTok fitness content must be scrutinized. This study will identify and analyze the major aspects of TikTok's main fitness subjects and examine their association with viewer engagement, as indicated by likes, comments, and shares. This study uses a mixed methods approach with qualitative and quantitative methods for exploratory descriptive research. The method is content analysis. Descriptive analysis and one-way ANOVA in SPSS were used to evaluate 200 TikTok videos. The videos included #fitnessindonesia and #gymindonesia tags. This study found that demographics, account type, video qualities, and content type dominate TikTok fitness content. The number of video likes, comments, and shares varies by gender, age, location, equipment, account type, subtitles, music, and hashtags. Fitness managers and TikTok content artists should consider the effects of their actions on their businesses.