TIKTOK ENGAGEMENT CONSISTENCY AS DIGITAL RESILIENCE: STORYTELLING AND CONTENT QUALITY IN A LOCAL FASHION BRAND

Abstract

Short-form video marketing is often evaluated through viral or high-performing posts, while less attention is given to whether engagement remains stable across a brand’s content stream. This study examines the relationships of brand storytelling and content quality with engagement consistency on TikTok and assesses whether engagement consistency can serve as a content-level indicator of digital resilience. A quantitative, non-reactive, secondary-data design was applied to 40 publicly available videos posted by Eshnawn Studios from 22 June 2023 to 21 April 2026. Engagement Rate was calculated from views, likes, comments, shares, and saves, while storytelling and content quality were coded using a structured rubric and aggregated into six observation periods. Engagement consistency was represented inversely by the Coefficient of Variation of Engagement Rate and analyzed using descriptive statistics, Spearman correlation, exploratory regression, and sensitivity checks. Storytelling was strongly associated with higher engagement variability, while content quality showed a similar but statistically non-significant tendency. The Coefficient of Variation also distinguished stable from volatile periods, supporting engagement consistency as an exploratory indicator of content-level digital resilience. For fashion businesses, social media managers, and digital marketers, the findings support content planning that balances creative storytelling with repeatable formats, consistent product framing, and performance monitoring.