Social Media (Tiktok) Video Engagement Analysis: Trending Videos from Q2 2021

This project presents an in-depth analysis of tiktok trending/viral videos from May to August 2021.
The dataset contained engagement metrics (likes, shares, comments, plays), video length, and timestamps.
By exploring this data, I extracted key insights that can help guide social media strategy for optimizing video content.
This analysis provides actionable insights into the best times to post, the impact of video length on
engagement, and how different metrics relate to each other.

  • Video Length vs Engagement:Short videos had an average of 2.65M likes and 22.2M plays, while medium videos had 2.87M likes and 47.33M plays.Long videos showed the lowest engagement, averaging 682K likes and 5.15M plays.
  • Correlations Between Metrics:A strong positive correlation between likes and plays (0.879), and between comments and shares (0.857), indicates that videos with more likes and comments tend to be more shared and played.Video length had a weak correlation with the engagement metrics.
  • Hourly Performance:Engagement peaked at specific hours: between 2 AM and 7 AM saw the highest number of plays and likes.Afternoon engagement (around 1 PM to 3 PM) also showed significant spikes in interaction.

    • Python Data Preprocessing & Analysis
    • Libraries : pandas,matplotlib,numpy
    • Data visualization (correlation heatmaps, time-based graphs)

    Project Impact:Identified optimal video lengths and posting times to maximize engagement.
    Uncovered correlations between various engagement metrics, aiding in better video content planning.
    Insights can help marketing teams tailor their posting schedules and optimize their content creation strategy for social media.