Guidelines for creating content for distribution via Social Media for developing an Influencer Training Course

Abstract

This qualitative research article aims to (1) examine the content creation process for dissemination on social media, and (2) design a curriculum tailored for social media influencers. The study utilized in-depth interviews and an analysis of social media influencer accounts from three sectors health, travel and food, and technology comprising 30 participants. Data were analyzed using qualitative techniques to classify and identify relationships within the collected information. The findings indicate that influencers with more than five years of experience primarily utilize Facebook as their main platform. In contrast, those with less than five years of experience favor Instagram and Tiktok as their primary channels. Both groups, however, employ multiple social media platforms for communication purposes. The shared content typically includes photographs, short videos, and attention-grabbing captions, often supplemented by relevant hashtags to enhance audience engagement and accessibility. For the development of a training curriculum for influencers, it is recommended to structure short-term workshops lasting no longer than three days. Participants should have basic social media proficiency and maintain an active social media account for at least six months. The training should encompass the following key components: (1) photography, (2) video editing, (3) writing for effective communication, (4) strategic communication planning and (5) in-depth knowledge of the subject matter being disseminated. Furthermore, the curriculum should incorporate essential knowledge of the Personal Data Protection Act B.E. 2019 and artificial intelligence (AI) to equip participants with a thorough and well-rounded understanding.