Reach vs. Engagement: Analyzing Organic and Paid TikTok Strategies for School Promotion

Abstract

This study addressed the critical issue of low brand awareness at Kallista School, which stemmed from an ineffective digital promotion strategy limited to reposting Instagram content to TikTok. This passive approach failed to engage audiences on a platform crucial for reaching prospective students. The research objective was to design, implement, and analyze the impact of a structured, native video content strategy on audience engagement, and to compare the performance of organic versus paid content. The study was based on the theoretical assumption that native content, aligned with platform culture, fosters deeper engagement (measured by watch time and interactions) than generic reposts, and that a trade-off exists between the mass Awareness generated by paid ads and the Interest generated by relevant organic content. A mixed-methods action research design was employed, involving diagnostics (surveys, interviews, observation) and an intervention phase where nine new videos based on informative and branding themes were produced and published. The results demonstrated a substantial increase in audience engagement. The comparative analysis provided clear empirical evidence: new organic content increased views by 45.7% over old content, while paid ads amplified reach by 1,385%. The key finding was that paid ads produced massive reach but low average watch time, whereas new organic content yielded the highest average watch time, indicating superior engagement quality. This study concluded that an optimal hybrid strategy combines paid promotion for reach with high-quality organic content for sustained engagement.