Analysis of Engagement Rate by View on Arabic Language Education TikTok Accounts: A Comparative Study of Audience Engagement Levels
DOI:
https://doi.org/10.38073/almuhawaroh.v2i2.5384Keywords:
Arabic language, TikTok, engagement rate by view, social media, digital learningAbstract
This study aimed to analyze and compare the level of audience engagement across five Arabic language educational TikTok accounts using the Engagement Rate by View (ERV) metric. A quantitative approach with a comparative descriptive design was employed. Secondary data were collected through documentation of the six most recent videos published by each account, resulting in a sample of 30 videos. Data analysis involved calculating ERV by comparing total interactions (likes, comments, shares, and saves) with total video views, followed by descriptive comparative analysis. The findings revealed significant differences in engagement performance among the sampled accounts. The account @Belajar Bahasa Arab achieved the highest average ERV (11.55%), despite having the smallest follower base, followed by @BALA | Bahasa Arab Pemula (7.12%), @Bahasa Arab Al Jauhar (6.70%), @Hadi | Mentor Bahasa Arab (6.44%), and @Cikgu Bahasa Arab (6.42%). These findings demonstrate that audience engagement is influenced more strongly by content relevance and users’ interaction behavior than by follower count alone, supporting the proposition that TikTok's recommendation algorithm prioritizes user interests over social connections. Furthermore, the results extend previous qualitative research by providing objective behavioral evidence that educational effectiveness can be evaluated using platform generated interaction data. This study concludes that Engagement Rate by View (ERV) is an appropriate quantitative indicator for assessing the effectiveness of educational content on algorithm-driven social media platforms and contributes a data driven framework for evaluating Arabic language educational content. The findings also provide practical implications for educators and content creators to prioritize instructional quality, content relevance, and meaningful audience interaction in developing social media-based learning strategies.
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