Content Strategy and Audience Engagement: A Semiotic Analysis of Private Universities in Indonesia

Abstract

The advancement of digital technology has compelled higher education institutions to adapt their communication strategies in response to the shifting media consumption habits of younger generations. TikTok, a highly popular short-form video platform among Generation Z, has emerged as a strategic medium for universities to build their digital presence and enhance institutional branding. This study aims to examine content strategies and audience engagement on the official TikTok accounts of five private universities in Indonesia: Telkom University, Swiss-German University, Bina Nusantara University, Pelita Harapan University, and the Islamic University of Indonesia. Using a qualitative approach and social semiotic analysis, the research explores how visual and narrative elements in TikTok content are constructed to shape institutional identity and foster audience interaction. The findings indicate that authentic portrayals of student life, paired with visual styles that align with current digital trends, significantly enhance user engagement. Amid the increasing competition in the higher education sector, these findings underscore the importance of strategic visual communication in creating emotional connections with digital audiences and reinforcing institutional relevance on social media platforms.