Cultural Value Metrics in Tiktok Vlogs Content Analysis of Popular Filipino Personalities: Tips for Aspiring and Beginner Vloggers

Abstract

This study explores the content of popular TikTok vlogs by top influencers in the Philippines, focusing on themes and engagement metrics. Using a descriptive research design that employs qualitative content analysis approach, the study analyzes 25 vlogs from eight influencers, including Ivana Alawi, Zeinab Harake, Toni Gonzaga, Alex Gonzaga, Cong TV, Vice Ganda, Donnalyn Bartolome, and Melai Cantiveros. Content is categorized into economic, social, political, moral, and spiritual themes, applying Bartel’s Theory of cultural value metric and Wang’s Enter-educate theory along with quantitative measures like frequency and percentage.

The analysis shows that economic and moral themes, especially content featuring acts of kindness towards the less fortunate, resonate most with audiences. Social issues also attract significant attention, while political and spiritual topics receive fewer views. Among the influencers, Alex Gonzaga leads in engagement metrics such as views, likes, and followers, demonstrating her wide reach. Ivana Alawi and Toni Gonzaga also rank high in viewership, while Vice Ganda’s comedic style drives many comments, and Zeinab Harake and Cong TV have high follower counts, indicating strong audience retention.

The study concludes that content focused on economic and moral values, humor, and family-oriented themes are particularly engaging on TikTok. Influencers who consistently post genuine and relatable content see higher engagement and earnings. Aspiring content creators may benefit from following the study's 15 practical tips to create impactful, authentic content.