How to Conduct Research on TikTok


This How-to Guide provides an overview of potential methods and tools that can be used to study the social media platform TikTok. The guide outlines the features of TikTok videos as well as corresponding metadata that can be analysed. Examining videos and metadata can allow researchers to perform qualitative research, for instance, identifying meanings behind videos. It also allows researchers to perform quantitative research, such as finding correlations between video types and engagements such as views, likes, and comments. This guide also covers how TikTok can be studied without drawing on programming scripts and then outlines a number of automated ways of obtaining TikTok data.

locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles