FACTORS CONTRIBUTING TO THE BRAND TIKTOK FOLLOWER COUNTS AS PERCEIVED BY SOCIAL MEDIA USERS IN LUCENA CITY

TikTok is a social media website where users can create, share, and search for short videos. The app provides a platform for young people to express themselves through lip sync, dance, comedy, and song. Users can also create videos and share them on social networks. This study explored how TikTok content creators engage more followers counts for the attention of contents as perceived by social media users in Lucena City. It specifically seeks to know the level of exposure to TikTok, the perceived reason of respondent's for following specific TikTok brands TikTok in terms of message, style, delivery, and the factors that contribute to the brand’s TikTok follower counts. The study used a descriptive research method through a quantitative method and a set of survey questionnaires in getting information about the different objectives mentioned. The respondents subjected to the survey are the one hundred (100) respondents from Lucena City who are identified as social media users. The study revealed that the respondents have a high exposure in using TikTok. In the perception of social media users in Lucena City towards TikTok the study revealed that the respondents are strongly agreed on the effectiveness of message, style, and delivery on TikTok contents. Lastly, it is also found that TikTok contents strategies are effective in audience engagement and gaining follower counts. The following conclusion was linked to the assumptions and determined that the data failed to refute the assumption. While the recommendations were developed in accordance with the study's importance and target audience.