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FORMOSA NEWS - Cirebon - TikTok Gaming Study Reveals Caption and Hashtag Strategies Drive Audience Engagement. A 2026 study by Habib Al Anshor and Aghnia Dian Lestari from Self-Help University of Gunung Jati examines how a gaming content creator on TikTok builds visibility and audience engagement using captions and hashtags. Published in the Asian Journal of Management Analytics (AJMA), the research highlights how strategic use of platform features rather than reliance on algorithms alone shapes content performance and audience interaction. The study focuses on the TikTok account @eanis, a gaming creator with more than 58,000 followers known for producing content in the extraction shooter genre, including titles such as Escape from Tarkov, ARC Raiders, and Arena Breakout. The findings matter because they offer practical insights into how digital creators, marketers, and media professionals can better understand audience behavior and platform dynamics in the rapidly growing short-video ecosystem.

Gaming Content and Platform Dynamics
Short-form video platforms like TikTok are transforming how gaming content is produced, distributed, and consumed. Beyond entertainment, these platforms now influence gaming culture, community identity, and user preferences. However, the mechanisms behind successful content especially the role of platform features remain underexplored. TikTok’s distribution system is driven by user interaction signals such as watch time, likes, comments, and shares. Yet, this study emphasizes that these metrics are not purely algorithmic outputs. Instead, they are shaped by how creators interpret and respond to audience behavior using tools like captions and hashtags. The timing of content also plays a role. Trends, game releases, and platform updates can influence visibility, making content strategy a dynamic and evolving process.

Methodology: A Qualitative Case Study 
The research uses a qualitative case study approach centered on the @eanis TikTok account. Data collection included:
  • In-depth interviews with the main creator and four supporting informants.
  • Direct observation of TikTok posts and content patterns.
  • Review of relevant academic literature on social media and digital communication.
This approach allows for a detailed understanding of the creator’s decision-making process, audience interaction, and interpretation of platform features.

Key Findings: Strategy Over Algorithm
The study identifies several core strategies that contribute to the success of @eanis:
  • Evolution of caption use. Initially, captions were long and explanatory, providing detailed context about gameplay.
  • Consistent and targeted hashtag use. Hashtags are used strategically to connect content with relevant communities. The creator combines:
  • Content consistency builds identity. Regular posting and a clear focus on a specific game genre help establish a recognizable channel identity. This consistency strengthens audience loyalty and expectation.
  • Audience interaction drives visibility. Engagement is not treated as a numerical metric but as a form of social participation. 
  • Trend adaptation without dependency. The creator occasionally follows platform trends, such as posting image-based content, but does not rely on them as a primary strategy. 
  • New game releases create momentum. Content featuring newly released games often attracts more attention. However, the study finds that novelty alone does not guarantee virality.
Real-World Impact
This research is relevant across multiple sectors:
  • Digital creators can refine their content strategies to build sustainable audiences.
  • Marketing professionals can design more effective social media campaigns.
  • Educators can use these insights to teach digital communication and media literacy.
  • Policymakers can better understand the social dynamics of digital platforms.
The study reinforces the idea that platform features such as captions and hashtags are not just technical tools. Their value emerges from how users interpret and apply them in real-world contexts.

Author Profiles
Habib Al Anshor. Researcher in digital communication and social media studies at Universitas Swadaya Gunung Jati, Indonesia.
Aghnia Dian Lestari, S.I.Kom., M.I.Kom. Lecturer and researcher at Universitas Swadaya Gunung Jati, specializing in digital communication, content strategy, and audience engagement.

Sources
Habib Al Anshor, Aghnia Dian Lestari. (2026). Affordances Platform and Strategy Game Content Creator on TikTok @Eanis. Asian Journal of Management Analytics (AJMA), Vol. 5 No. 1, hlm. 231–242.
DOI: https://doi.org/10.55927/ajma.v5i2.16341