THE IMPACT OF ALGORITHMIC CHANGES ON INFLUENCER

MARKETING ON SOCIAL MEDIA

A Marketing Research presented to the faculty of

College of Business Administration

Pamantasan ng Lungsod ng Muntinlupa

Muntinlupa City

In Partial Fulfillment of the Degree of Bachelor of Science in Business Administration

Major in Marketing Management

Angela Marie Salla

Shane Jacob Arricivita

Cyra Nicole Castrence

Donne Albaracin

Maria Daniela Dumalagan

December 2024
APPROVAL SHEET
 ACKNOWLEDGMENT

First and foremost, we express our sincere thanks to our Marketing Research

professor, Ms. Fe Dullavin, and our research advisor, Dr. Rolly Mendoza, for their

unwavering support, guidance, and expertise. We are also grateful to Mr. Tommie S.

Dicang, our statistician, for his dedication and statistical expertise.

I would like to thank Skin Station for their invaluable support in the completion of

this research paper. Their expertise in dermatology has significantly enhanced the quality

of this work, particularly in specific areas where Skin Station’s contribution was

significant, e.g., understanding consumer behavior or analyzing skincare trends.

Finally, we thank our families, friends, and peers for their constant encouragement

and support. We are also grateful to the Almighty God for blessing us with the health,

guidance, and opportunities to complete this study. Every contribution, no matter how

small, has played a vital role in the success of this research. We are truly grateful for

everyone's support.
APPROVAL SHEET
 ABSTRACT

Social media platforms like TikTok and Facebook have transformed the landscape of

influencer marketing, offering brands unprecedented opportunities to connect with target

audiences. However, the dynamic nature of these platforms, characterized by frequent

algorithmic updates, presents significant challenges for both influencers and marketers. This

study delves into the impact of algorithmic changes on influencer marketing strategies,

specifically focusing on TikTok and Facebook. By examining key performance indicators such

as engagement rates, click-through rates, and conversion rates, this research aims to uncover how

algorithmic shifts influence the visibility, reach, and effectiveness of influencer content. This

comparative analysis will explore how algorithmic changes on TikTok and Facebook

differentially affect the performance of influencer campaigns. It will investigate factors such as

content format, creator authenticity, and audience demographics to identify strategies that can

mitigate the negative impacts of algorithmic updates. Furthermore, the research will examine the

implications of these changes for brand partnerships, influencer compensation models, and the

overall sustainability of influencer marketing. By shedding light on the intricate relationship

between algorithmic changes and influencer marketing, this study will provide valuable insights

for brands, marketers, and influencers to navigate the ever-evolving digital landscape. The

findings will empower stakeholders to adapt their strategies, optimize their content, and

maximize the return on investment of their influencer marketing efforts.

 TABLE OF CONTENTS

Title Page ............................................................................................................ i

Transmittal Letter ............................................................................................... ii
Approval Letter .................................................................................................. iii
Acknowledgement ............................................................................................. iv
Approval Sheet ................................................................................................... v
Abstract .............................................................................................................. vi
Table of Contents ............................................................................................... vii

CHAPTER ​ PAGE NO.

I.​ INTRODUCTION
Introduction of the Study ..................................................................... ​ 3
Statement of Problem ........................................................................... ​ 4
Hypothesis ............................................................................................. ​ 5
Objectives of the Study ..................................................................…..​ 5​
Purpose of the Study ........................................................................... ​ 6
Significance of the Study ...................................................................​ 6
Scope and Limitation of the Study .......................................................​ 6

II.​ REVIEW OF RELATED LITERATURE and STUDIES

Foreign and Local Literature and Studies ............................​ 8
Synthesis of the Study ............................................................. ​ 12
Theoretical Framework of the Study ....................................​ 13
Conceptual Framework..........................................................​ 14
Definition of Terms .................................................................​ 15
III.​ METHODOLOGY
Research Design..................................................................... 16
Population/Participants of the Study............................................. 16
The Sample........................................................................... 16
Research Instrument ................................................................ 17
Data Collection ...................................................................... 18
Data Analysis ........................................................................ 18
Scales and Statistical Treatment................................................... 18

IV.​ PRESENTATION, ANALYSIS AND INTERPRETATION OF THE DATA

Presentation, Analysis and Interpretation of the Data........................... 20

V.​ SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

Summary of Findings ............................................................... 30
Conclusions........................................................................... 33​
Recommendations.................................................................... 33

VI.​ MARKETING PLAN

Executive Summary ................................................................ 35
Industry Analysis ................................................................... 36
SWOT Analysis ..................................................................... 38
Marketing Objectives ............................................................... 39
Marketing Strategy .................................................................. 40
Marketing Implementation ........................................................ 42
Evaluation and Control ............................................................. 44
REFERENCES............................................................................... 45
APPENDICES
Validated Research Instrument................................................... 48
Tallied Data.......................................................................... 54
Certificate from Statistician....................................................... 55
Certificate from Grammarian..................................................... 55
Documentation..................................................................... 56
Curriculum Vitae.................................................................. 57
 CHAPTER I

INTRODUCTION

Background of the Study

Algorithms play a pivotal role in shaping the visibility, engagement, and strategies of

influencers and brands on social media. By controlling the content users see, algorithms have

become a key determinant of success in influencer marketing. Among the leading platforms,

TikTok and Facebook each use unique algorithms that significantly influence how influencers

reach their audiences. These differences have fundamentally reshaped the influencer marketing

landscape.

TikTok, known for its powerful algorithm driven "For You Page" (FYP), prioritizes

content that generates high levels of user engagement, such as likes, shares, and watch time. This

algorithm allows content to go viral quickly, even for creators with smaller followings, making it

a favored platform for influencers aiming for rapid audience growth. TikTok's ability to expose

new content to a wide audience creates opportunities for micro and macro influencers, but it also

requires continuous adaptation to maintain visibility.

On the other hand, Facebook's algorithm focuses more on content relevance, favoring

posts from friends, groups, and pages that users frequently interact with. While this approach

strengthens community and personal connections, it poses challenges for influencers and brands

trying to reach wider audiences organically. Facebook’s algorithm often prioritizes paid

advertising, making it more difficult for influencers to gain traction without financial investment.

These dynamic forces influencers to rely heavily on sponsored content or partnerships to

maintain visibility.
 The contrasting algorithmic structures of TikTok and Facebook present both opportunities

and challenges for influencers and marketers. As these platforms continue to evolve, it becomes

crucial for stakeholders to understand the nuances of each algorithm and how they impact

influencer marketing strategies. This study aims to explore and compare the algorithmic changes

on TikTok and Facebook, highlighting how influencers adapt to these platforms to maximize

engagement and reach.

The rapid evolution of social media platforms has fundamentally transformed the way

businesses reach and engage with consumers. Platforms like TikTok and Facebook have become

central to digital marketing strategies, particularly through influencer partnerships that tap into

established follower networks. These collaborations allow brands to reach audiences in authentic

and engaging ways. However, as these platforms regularly update their algorithms complex

systems that determine content visibility and engagement businesses and influencers alike face

challenges in maintaining effective reach and impact.

Influencer marketing has proven especially powerful in industries that rely heavily on

visual content, such as beauty and skincare. Skin Station, a well-known dermatology and

skincare brand in the Philippines, leverages social media to promote its products and services. By

partnering with influencers on TikTok and Facebook, Skin Station is able to connect with a

diverse demographic interested in skincare and wellness. These influencers play a significant

role in conveying product efficacy, driving brand awareness, and engaging audiences through

testimonials, tutorials, and product demonstrations.

 However, algorithmic changes on platforms like TikTok and Facebook can disrupt

influencer reach, visibility, and engagement. Each platform’s unique algorithm prioritizes certain

types of content such as TikTok’s preference for short, viral videos or Facebook’s emphasis on

interactive posts which can affect how influencer content is distributed. Recent studies indicate

that algorithmic changes can significantly alter influencer effectiveness by modifying how and

when content appears in users’ feeds (Berne Manero & Marzo Navarro, 2020; Pourazad, Stocchi,

& Narsey, 2023). For Skin Station, adapting to these changes is crucial for maximizing the

impact of their influencer marketing efforts.

This study aims to compare the impact of algorithmic changes on TikTok and Facebook

as they pertain to SkinStation’s influencer marketing campaigns. By examining how these

changes affect influencer visibility, engagement, and adaptability, this research seeks to provide

actionable insights for SkinStation and other businesses reliant on social media for brand

promotion. In a rapidly changing digital landscape, understanding these algorithmic impacts is

essential for maintaining a competitive edge and optimizing marketing strategies.

Statement of the Problem

This study aims to explore the impact of recent algorithmic changes on TikTok and

Facebook on influencer visibility, engagement, and the effectiveness of influencer marketing

campaigns. The algorithms on these platforms have evolved significantly, leading to changes in

how content is promoted and how influencers interact with their audiences. These changes have

forced influencers to adapt their strategies to ensure their content continues to reach a wide

audience and engage followers effectively.

The researchers aim to answer the following questions:

1.​ How have recent algorithmic changes on TikTok and Facebook impacted the

visibility and engagement of influencers?

2.​ What strategies do influencers use to adapt to the algorithms on both TikTok and

Facebook?

2.1 Strategies, and techniques using social media platform

2.2 Comparative analysis of strategies on TikTok and Facebook

3.​ Is there a significant impact of constant algorithm changes on influencer marketing

strategies?
Hypothesis

Facebook's algorithm prioritizes well-known influencers with bigger followings based on

user interaction history, whereas TikTok's algorithm, which is driven by engagement metrics like

watch time and interactions, encourages more content virality for micro and macro influencers.

Influencers will increase their visibility and engagement if they match the algorithm of each

platform with their content strategies.

Objectives of the Study

The objectives of this research are as follows:​

1. To examine and compare the algorithmic mechanisms of TikTok and Facebook, particularly in

relation to their impact on influencer marketing outcomes such as visibility, engagement, and

reach.

2. It seeks to identify the adaptive strategies influencers employ to navigate the differing

algorithms of each platform.

3. It aims to assess the implications of these algorithmic changes on brands, focusing on the

success of influencer marketing campaigns conducted across both platforms.

Purpose of the Study

The purpose of this research is to provide a comparative analysis of how algorithmic

changes on TikTok and Facebook influence influencer marketing. By understanding the unique

algorithmic approaches of each platform, the study aims to offer influencers and brands

strategies to optimize their marketing efforts on both platforms.

Significance of the Study

This study aims to help marketers, influencers, and researchers understand the intricate

interplay between algorithmic changes and influencer marketing outcomes. Understanding these

effects allows stakeholders to better navigate the changing landscape of social media marketing

and improve their engagement and effectiveness initiatives.

This research delves into the impact of algorithmic changes on influencer

marketing. The study results could be useful for the following groups:

Marketers: The study will offer insights into optimizing influencer marketing campaigns

by understanding the different algorithms on TikTok and Facebook.

Influencers: The research will help influencers tailor their content strategies to align with

the algorithmic preferences of each platform, enhancing their visibility and engagement.

Researchers: The study will guide brands in selecting the right platform and influencers

for their marketing campaigns based on the comparative advantages of TikTok and

Facebook algorithms.
Scope and Limitations of the Study

The study will specifically focus on TikTok and Facebook, two of the most prominent

platforms for influencer marketing. While other social media platforms like Instagram and

YouTube may be mentioned, they will not be analyzed in detail. Influencers will be Categorized

into three groups based on their follower count: micro, macro, and mega influencers. The

research will explore how algorithm changes on TikTok and Facebook have impacted each of

these influencer groups differently. The study will look at algorithm updates made over the past

three years to understand their current effects on influencer marketing strategies. Additionally,

the research will assess the effectiveness of influencer marketing before and after these algorithm

changes. Due to the qualitative nature of influencer content, it is challenging to measure the

direct impact of algorithm modifications, as factors like creativity and audience engagement are

inherently subjective. One of the limitations of the study is the difficulty in accessing complete

data on algorithm changes, particularly because social media companies use proprietary

algorithms that are not fully disclosed.

 CHAPTER II

REVIEW OF RELATED LITERATURE and STUDIES

Foreign and Local Literature and Studies

Berne-Manero, C.; Marzo-Navarro, M. (2020). Exploring How Influencer and

Relationship Marketing Serve Corporate Sustainability. Sustainability, 12, 4392 - The study

analyzes the impact of influencer traits on customer engagement and corporate sustainability. It

finds that emotional projection is crucial for both micro and macro influencers, while other traits

may conflict with transparency. Companies should consider emotional projection when selecting

influencers for sustainability campaigns.

Ao, L.; Bansal, R.; Pruthi, N.; Khaskheli, M.B. (2023). Impact of Social Media

Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis. Sustainability,

15, 2744 - The study analyzed how different characteristics of social media influencers affect

customer engagement and purchase intention. They found that influencers who are entertaining,

credible, and trustworthy are most effective in influencing consumers.

Wielki, J. (2020). Analysis of the Role of Digital Influencers and Their Impact on the

Functioning of the Contemporary On-Line Promotional System and Its Sustainable

Development. Sustainability, 12, 7138 - discusses the increasing importance of influencer

marketing in the digital age. As organizations spend more on online promotion, they are realizing

that traditional methods may not be as effective as before. Influencer marketing, which involves
partnering with influential individuals online, offers a potential solution. The abstract analyzes

the role, impact, and threats associated with influencer marketing, concluding that it holds great

potential for organizations to reach and engage their target audience.

Afzal, S., & Hussain, M. (2020). Influencer Marketing: A Review of the Literature.

Journal of Marketing Analytics - This paper examines the literature on influencer marketing,

focusing on its effectiveness, challenges, and future trends.

Al-Mamun, M., & Nazir, M. (2022). The role of social media influencers in consumer

decision-making: A systematic review. International Journal of Marketing Studies - This paper

examines the role of influencers in shaping consumer decisions, focusing on their influence on

brand awareness, attitude, and purchase intentions.

Pourazad, N., Stocchi, L., & Narsey, S. (2023). A Comparison of Social Media

Influencers’ KPI Patterns across Platforms. Journal of Advertising Research, 63(2), 139-159.

This study examines influencer marketing across Facebook, Instagram, YouTube, TikTok, and

Twitter, analyzing over 35,000 posts from 180 influencers. The research identifies key

performance indicators, such as follower counts and engagement rates, and explores double

jeopardy effects (reverse, classic, and no double jeopardy) across different platforms. The

findings help brand managers make informed decisions about collaborations by highlighting the

unique dynamics of each platform.

Wang, Y., Zhu, J., Zhao, C., Li, P., & Wang, Y. (2021). Exploring Social Influence on

Artificial Intelligence Adoption: Evidence from China’s Food Delivery Industry. Proceedings of

the ACM on Human-Computer Interaction, 5(CSCW2), Article 386. - This study examines the
role of social influence on AI adoption in China’s food delivery sector. The authors focus on how

customer attitudes and peer behaviors shape the decision to integrate AI-driven technologies, like

delivery algorithms, highlighting both positive and negative impacts. The findings provide

insight into consumer tech adoption in the fast-paced food industry.

Roose, K. (2023). Futureproof: 9 Rules for Humans in the Age of Automation. Harper

Business. - In this book, the author discusses how algorithms operate differently across platforms

like YouTube, Facebook, Instagram, and TikTok. By analyzing the impact of these algorithms on

user engagement, content creators, and businesses, the author offers insights into how people can

adapt to the evolving digital landscape. The book provides strategies for individuals to thrive in

an increasingly automated world dominated by platform-specific algorithms.

Anderson, K. E. (2020). Getting acquainted with social networks and apps: it is time to

talk about TikTok. Library Hi Tech News, 37(4), 7-12. -This article explores TikTok’s growing

influence, focusing on its popularity among younger users and its distinct features compared to

platforms like Instagram and YouTube. It provides insights for businesses and educators on

leveraging TikTok for engagement.

Wang, C., Zhang, Z., Li, Y., & Tang, J. (2022). Content-driven User Clustering on Social

Media via Sequential Behavior Patterns. Proceedings of the ACM Web Conference, 351(4094),

1395-1404. -This paper explores how users on social media can be clustered based on their

sequential behavior patterns, such as content engagement and interactions. By analyzing these

patterns, the study offers insights into user behavior segmentation, helping improve

recommendation systems on platforms like Facebook and Instagram.

 Sophia Bishop (2021) - “Influencer Management Tools: Algorithmic Cultures, Brand

Safety, and Bias” society 7 (1), 20563051211003066, 2021 - Bishop explores the use of

algorithmic tools in influencer marketing, specifically tools designed to categorize influencers

based on brand safety, suitability, and risk. She argues that these tools reinforce social

inequalities related to sexuality, class, and race, while also heightening surveillance by brands

concerned about influencer cancellations. The analysis, using the influencer management tool

Peg as a case study, shows how algorithms perpetuate biases, mapping onto systemic hierarchies

of desirability and employability.

Hannah Metzler, David Garcia (2024) - “Social Drivers and Algorithmic Mechanisms on

Digital Media” Perspectives on Psychological Science 19 (5), 735-748, 2024 - This article

discusses how algorithms on digital platforms, driven by social dynamics, affect well-being,

misinformation, and polarization. Metzler and Garcia suggest that algorithms generally reinforce

existing social drivers, creating feedback loops that complicate research. They argue that further

empirical work is needed and propose ideas for improving algorithms, with the goal of fostering

both individual and societal flourishing, rather than focusing on short-term profits.

Tim O’Reilly, Ilan Strauss, Mariana Mazzucato (2024) - “Algorithmic Attention Rents: A

Theory of Digital Platform Market Power” - The authors present a theory of algorithmic

attention rents, describing how platforms monetize user attention through advertising models. As

platforms grow, they extract value from users, suppliers, and advertisers. The paper calls for

regulatory oversight of the metrics platforms use to allocate attention and suggests disclosing

how platforms monetize attention to address concerns of market power and transparency.
 Louisa Bartolo (2024) - “Algorithmic Recommendation as Repair Work: Towards a More

Just Distribution of Attention on Cultural and Entertainment Digital Platforms” - Bartolo

examines how digital platforms’ recommender systems contribute to social inequality by

underrepresenting or misrepresenting marginalized groups. Through empirical studies on

Amazon and Twitch, Bartolo advocates for reimagining algorithmic recommendation systems to

prioritize and amplify the voices of historically excluded groups, encouraging a more equitable

distribution of attention in digital spaces.

Ben Collier et al. (2024) - “Influence Government, Platform Power and the Patchwork

Profile” - This study investigates how the U.K. government uses targeted advertising

infrastructure, originally designed for commercial use, for behavior change campaigns. The

authors explore how public bodies have adapted these systems for state purposes, using

behavioral targeting based on minute demographic and behavioral categories. The research

reveals a fragmented and evolving landscape of government influence through digital platforms,

challenging the notion of a cohesive “cybernetic society.”

Piasna, A., Zwysen, W., & Drahokoupil, J. (2022). The platform economy in Europe:

Results from the second ETUI Internet and Platform Work Survey - This paper presents some of

the key insights from the second wave of the ETUI Internet and Platform Work Survey

(ETUIIPWS) conducted in 14 member states of the European Union (EU) in Spring 2021. The

use of standard probability sampling allows us to estimate the proportion of internet and platform
workers, and to identify their characteristics, in a way that is generalisable to the working age

population.

Bergemann, D., & Bonatti, A. (2024). Data, competition, and digital platforms. American

Economic Review, 114(8), 2553-2595.A monopolist platform uses data to match heterogeneous

consumers with multiproduct sellers. The consumers can purchase the products on the platform

or search off the platform. The platform sells targeted ads to sellers that recommend their

products to consumers and reveals information to consumers about their match values.

Barta, S., Gurrea, R., & Flavián, C. (2023). Telepresence in live-stream shopping: An

experimental study comparing Instagram and the metaverse. Electronic Markets, 33(1), 29. -

Advances in digital platforms allow influencers to use live shows to showcase products, which

has given rise to live-stream shopping. Moreover, new communication forms have emerged, such

as the metaverse. The social interactions that occur in these immersive environments foster

influencer-follower interactions.

Graef, I. (2019). Differentiated treatment in platform-to-business relations: EU

competition law and economic dependence. Yearbook of European Law, 38, 448-499. - The

paper discusses differentiated treatment on online platforms, which occurs when a platform treats

different businesses or services differently. It identifies three types and argues that EU

competition law needs to be strengthened to address cases where a business is blocked from a

platform without legitimate justification.

Fleischer A, Ert E, Bar-Nahum Z. The Role of Trust Indicators in a Digital Platform: A

Differentiated Goods Approach in an Airbnb Market. Journal of Travel Research.

2022;61(5):1173-1186. - The study analyzed how different attributes of Airbnb listings and their

hosts affect market performance in Stockholm. It found that hosts' attributes are crucial, with

high review scores and Superhost certification helping Airbnb compete with hotels. The "Airbnb

Plus" program, which makes listings more similar to hotels, can also improve market welfare.

Overall, the study provides insights into how various factors influence the sharing-economy

accommodation market.

Synthesis of the Study

The reviewed literature highlights several key aspects of influencer marketing across

digital platforms, particularly focusing on the impact of algorithms in shaping engagement and

visibility. Across TikTok and Facebook, algorithms play a crucial role in determining what

content is seen by users, influencing both the reach of influencers and the effectiveness of

marketing campaigns. Across the studies, a common thread is the significant role of algorithmic

personalization in shaping influencer marketing outcomes. Whether on TikTok or Facebook,

algorithms rely on user interaction metrics to curate content, making personalized content

delivery a cornerstone of both platforms. Berne-Manero and Marzo-Navarro (2020) and Ao et al.

(2023) emphasize how influencer traits—such as credibility, entertainment value, and emotional

projection—can significantly boost customer engagement. Both TikTok and Facebook leverage

these traits, encouraging influencers to align their content with algorithmic preferences to

enhance visibility. Another similarity is the increasing reliance on influencers for digital

marketing. Wielki (2020) and Afzal & Hussain (2020) underscore how influencer marketing has
become a powerful tool for brands, especially as traditional advertising loses effectiveness. The

focus has shifted to engaging influencers who can foster trust and credibility among their

followers, a strategy that applies to both TikTok and Facebook. Pourazad et al. (2023) extend this

by showing that influencers across platforms operate under similar key performance indicators

(KPIs), such as follower counts and engagement rates, regardless of the platform they use.

Despite these similarities, notable differences between TikTok and Facebook emerge in how their

algorithms operate and the type of influencer marketing strategies required to succeed on each

platform. TikTok’s algorithm, as discussed by Anderson (2020) and Wang et al. (2022),

emphasizes content virality driven by engagement metrics like watch time and shares. This

allows even lesser-known influencers to gain significant visibility quickly, making TikTok a

fertile ground for micro-influencers. In contrast, Facebook’s algorithm, as analyzed by Alhabash

& Ma (2017) and Schlosser (2021), prioritizes content from users' networks, limiting the organic

reach of influencers unless they invest in paid promotions. This creates a more challenging

environment for new influencers to gain visibility without substantial backing. Additionally,

TikTok's algorithm fosters creativity and user interaction through short, engaging video content,

making it distinct from Facebook’s more static content curation, which often revolves around

posts from established connections. Anderson (2020) highlights how TikTok’s rapid content

discovery system democratizes the platform, while Facebook’s reliance on personal connections

tends to favor long-standing influencers and brands with established audiences (Schlosser, 2021).
Theoretical Framework

This study is grounded in two key theories: the Attention Economy and the Influencer

Marketing Funnel. The Attention Economy theory explains how user attention is treated as a

scarce resource in digital spaces. On platforms like TikTok and Facebook, algorithms compete to

capture and retain user attention. TikTok’s algorithm promotes viral content by prioritizing

engagement metrics such as watch time and shares, allowing even smaller influencers to gain

visibility quickly. On Facebook, the algorithm focuses on content relevance, showing posts from

users’ established connections, which makes it harder for influencers to achieve organic reach

without investing in paid promotions (Anderson, 2020; Schlosser, 2021). Both platforms,

therefore, require influencers to adapt their strategies to capture and hold user attention in

different ways.
 The Influencer Marketing Funnel outlines the stages consumers go through when

influenced by online content—awareness, consideration, engagement, and conversion. On

TikTok, influencers often generate rapid awareness through viral content, while Facebook's more

personalized algorithm demands consistent effort to build engagement and lead followers

through the funnel. Conversion rates on both platforms are heavily influenced by how well

influencers align their strategies with algorithmic preferences, ensuring their content reaches the

right audience at the right time (Ao et al., 2023). Together, these theories provide a framework

for understanding how influencers operate within the competitive, algorithm-driven

environments of TikTok and Facebook, and how they can guide consumers from awareness to

conversion.
Conceptual Framework of the Study

This conceptual framework illustrates how influencers rely on social media platforms to

connect with their audience, but the platform's algorithm plays a crucial role in determining what

content users see. To increase their reach, influencers often tailor their content to align with the

algorithm's preferences. TikTok’s algorithm rewards high engagement and rapid interaction,

while Facebook requires influencers to invest in paid promotions to ensure visibility. This

interconnectedness forms the basis for understanding how algorithms control social media

influence, as influencer strategies are shaped by the platform’s algorithms.

Definition of Terms

Ad Impressions: The number of times an advertisement or influencer's post is displayed to users

on social media platforms. Algorithms determine how often and to whom content appears,

influencing ad impressions.

Algorithm: determine what content we see on our social media platforms.

Algorithmic changes: refer to how social media platforms adjust the content you see based on

your online activity, such as what you like, search, or watch.

Conversion Rate: The percentage of users who take a desired action (such as making a purchase

or subscribing to a service) after interacting with an influencer’s content. This metric is often

used to measure the success of influencer marketing campaigns.

Engagement Rate: The percentage of an influencer's audience that interacts with their content,

typically through likes, comments, shares, and views. Engagement rate is often used to measure

the effectiveness of influencer campaigns.

Influencer Marketing: is a strategic partnership between a brand and an individual or entity

(influencer) who has a significant social media following and the ability to influence their

audience.

Follower Growth: The increase in the number of followers an influencer gains over a period of

time. It can be an indicator of an influencer's popularity and the effectiveness of their content,

potentially influenced by platform algorithms.

Platforms: is a basic structure that provides a stable environment for applications, services, and

processes to operate. It's like the foundation of a building, supporting everything that's built on

top of it.

Platform Governance: Refers to the policies, guidelines, and algorithmic regulations

implemented by social media platforms to manage user content, influencer activities, and

marketing practices. Changes in platform governance may influence how influencer content is

promoted or restricted.
 CHAPTER III

METHODOLOGY

Research Design

This study will compare the effectiveness of influencer marketing using algorithms on

TikTok and Facebook. By surveying viewers, the research will analyze how different techniques,

such as creating urgency, leveraging peer influence, storytelling, and humor, impact viewer

reactions on each platform. The goal is to identify the most effective strategies for each platform

and understand the psychological factors driving consumer behavior. Using statistical analysis

and machine learning algorithms, the study will provide valuable insights to help influencers

optimize their strategies and boost sales.

Population/Participants of the Study

The respondents for this research are taken from the estimated population of 387,931

individuals residing in San Pedro, Laguna, as projected in the latest revision of the UN World

Urbanization Prospects. The total samples of the study will be drawn to 115 individuals from the

estimated population, the target individuals are ages from 18 to 50 years old who actively engage

with live selling platforms such as TikTok, Shopee, and Facebook. These respondents represent

the target demographic for evaluating persuasive techniques that influence viewer engagement

and purchasing behavior.

The Sample

This study uses a quantitative approach and uses direct personal surveys to collect the necessary

data or information. The researcher collected data by using a questionnaire containing a number

of written questions related to the problem being researched which was posed to students.

According to ( Bell et al., 2019), Regarding the quantitative methods, it uses numerical data and

is presented in a form of number and statistics.

Research Instrument

This research utilized a self-made survey questionnaire and focuses on assessing the

impact of algorithmic changes on influencer marketing across TikTok and Facebook platforms. It

begins with the Profile of Respondents, which gathers demographic information such as age,

gender, and the respondent's preferred platform (TikTok or Facebook). The next section, Impact

of Algorithmic Changes on Influencer Visibility and Engagement, asks respondents to evaluate

statements about how these changes affect influencers' visibility and engagement using a Likert

scale (4 - Strongly Agree to 1 - Strongly Disagree). Examples of statements include how

engaging with user-generated content or using trending hashtags impacts visibility on TikTok

and Facebook. The third section, Strategies to Adapt to Algorithmic Changes, explores the

methods influencers use to maintain visibility and engagement. Respondents again rate

statements, such as the importance of analyzing platform analytics on TikTok or utilizing

Facebook Ads to sustain visibility. Finally, the Effectiveness of Influencer Marketing Campaigns

compares the overall success of marketing strategies on both platforms, focusing on metrics like
conversions, example sales or website visits. Statements also address whether TikTok or

Facebook campaigns are more effective. This comprehensive questionnaire is designed to

provide valuable insights into the challenges and strategies of influencer marketing in response

to evolving algorithms on social media platforms.

Data Collection

Data collection is a crucial component of any research study, as it enables researchers to address

their research questions effectively. In this study, data were gathered using a survey questionnaire

to obtain information from selected participants. The researchers followed these steps in

collecting the necessary data:

1.​ The researchers identified potential respondents and sought permission from the head of

the school where the survey would be conducted.

2.​ They personally visited the College of Business Administration at Pamantasan ng

Lungsod ng Muntinlupa, going room-to-room within the department to distribute the

survey questionnaires.

3.​ On the same day, the researchers personally retrieved the completed survey

questionnaires from the respondents immediately after they finished answering them.
Data Analysis

The data collected for this study, which focuses on the impact of influencer visibility and

engagement on TikTok and Facebook, were analyzed using both descriptive and inferential

statistics to derive meaningful insights. Descriptive statistics, such as frequencies, percentages,

means, and standard deviations, were used to summarize respondent demographics and their

perceptions of influencer visibility and engagement on the two platforms. These measures

provided an overview of the trends and preferences among users. To test the relationships and

differences between variables, inferential statistical techniques, including correlation analysis,

were employed to examine the effectiveness of influencers in engaging audiences and driving

interactions on TikTok and Facebook. The results were presented in tables and graphs to clearly

illustrate the data trends and support the research objectives. This comprehensive analysis

ensured the findings were both reliable and relevant to understanding the role of influencers in

social media engagement across these platforms.

Scales and Statistical Treatment

The data collected by the researchers will be organized based on the questions outlined in

the research design. To present, summarize, and analyze the data clearly and accurately, the

following are the statistical treatments that will be used in our study.

Table 1: 4-Point Likert Scale

The table presents the 4-Point Likert Scale used in the study to assess respondents' levels

of agreement or perceived significance. It categorizes numerical scores into corresponding

responses and interpretations to measure perceptions systematically. Scores ranging from 3.25 to

4.00 are labeled as "Strongly Agree," which is interpreted as "Very Effective and Very

Significant." Scores from 2.50 to 3.24 fall under "Agree," interpreted as "Effective and

Significant." Meanwhile, scores between 1.75 to 2.49 are classified as "Disagree," indicating

"Somewhat Effective and Somewhat Significant," and scores from 1.00 to 1.74 are labeled

"Strongly Disagree," signifying "Not Effective and No Significance." This scale ensures a

structured evaluation of responses, providing clarity and consistency in analyzing the data.
Statistical Treatment

The statistical treatment to be used in this study is Descriptive Statistics plays a crucial

role in the initial stages of data analysis, providing the necessary tools to summarize and interpret

data clearly and efficiently. It provides a simple overview of the sample or population being

studied, typically through measures of central tendency, measures of variability, and visual

representation of data. Thus, it is the process of summarizing and organizing data in a way that

allows for easy interpretation and analysis. And does not involve making predictions or

inferences about a population but simply aim to present the characteristics of the data.

Mean and Standard Deviation - to determine the level of impact of algorithmic changes of

influencer marketing and a comparative analysis among TikTok and Facebook platforms.
 CHAPTER 4

PRESENTATION, ANALYSIS AND INTERPRETATION DATA

After collecting the data, it was analyzed and interpreted for statistical presentation.

Below are the results. Demographic Profile of Respondents in Term of:

1.​ Age

Figure 3.1 Age of Respondents

According to Figure 3.1, the age distribution of respondents indicates that 89.5% of them

are between 18- 25 years old, while 10.4% fall in the age group of 26-33 years old. No

respondents were reported in the older age brackets of 34-41 years old, 42-49 years old, or 50

years old and above. This data shows that the majority of users engaging with platforms are

within the age range of 18-25 years old, while older age groups have the lowest representation.

Figure 3.1 highlights the demographic profile of respondents in terms of age. As shown in the

figure, 18- 25 years old respondents (89.5%) make up the largest group of users engaging with

platforms, followed by 26-33 years old respondents (10.4%). No participants were observed in
the older age groups, emphasizing the dominance of younger users.

2.​ Sex

Figure 3.2 Sex of Respondents​

According to Figure 3.2, it is evident that 51.3% of the respondents were female, while

48.7% were male. No respondents identified as non-binary or preferred not to disclose their

gender. This data indicates that the majority of platform users are female, with male respondents

following closely behind. 3. Platform of Usage

 3.​ Platform of Usage

Figure 3.3 Platform of Usage

According to Figure 3.3, it is evident that 54.8% of the respondents primarily use TikTok,

while 45.2% use Facebook. This data suggests that TikTok is the preferred platform among

users, slightly surpassing Facebook in terms of popularity.

 1.​ How have recent algorithmic changes on TikTok and Facebook impacted the

visibility and engagement of influencers?

1.1 Impact on influencer visibility in TikTok

1.2 Impact on Influencer engagement on TikTok

1.3 Impact on Influencer visibility on Facebook

1.4 Impact on Influencer engagement on Facebook

Table 1.1

Indication N M SD Verbal
Interpretation

Engaging with comments and other 115 3.287 0.636 Agree

user-generated content can
significantly increase an influencer's
visibility on TikTok.

High-quality video production is a 115 3.261 0.632 Agree

more important factor for visibility
than creative content ideas

Collaborating with other TikTok 115 3.287 0.632 Agree

influencers can significantly boost an
influencer's visibility.

Impact on influencer visibility on 115 3.267 0.615 Agree

TikTok

Overall Mean & SD 3.276 0.629 Agree

Legend: 3.5 - 4.00 Strongly Agree; 3.49 - 3 Agree; 2 - 2.99 Disagree; 1 - 1.99 Strongly
Disagree
 Table 1.1 Impact on Influencer Visibility on TikTok

Table 1.1 presents the descriptive statistics on the impact of algorithmic changes on

influencer visibility on TikTok. According to the respondents, engaging with comments and

user-generated content, as well as collaborating with other influencers, are seen as having a

moderate yet significant impact on boosting visibility. Additionally, high-quality video

production is viewed as a more influential factor than creative content in enhancing an

influencer's visibility.

It indicates that engaging with comments and user-generated content, as well as

collaborating with other influencers, are seen as having a moderate yet significant impact on

boosting visibility, according to Abidin (2020). Additionally, high-quality video production is

viewed as a more influential factor than creative content in enhancing an influencer's visibility.
Table 1.2

Indication N M SD Verbal
Interpretation

Consistent posting frequency 115 3.200 0.636 Agree

significantly impacts an influencer's
visibility on TikTok For You Page
(FYP).

Using trending sounds and hashtags 115 3.209 0.632 Agree

is crucial for increasing an
influencer's visibility on TikTok.

A high follower count is the primary 115 3.191 0.632 Agree

factor determining an influencer's
visibility on TikTok.

Impact on influencer visibility on 115 3.200 0.607 Agree

TikTok

Overall Mean & SD 3.200 0.627 Agree

Legend: 3.5 - 4.00 Strongly Agree; 3.49 - 3 Agree; 2 - 2.99 Disagree; 1 - 1.99 Strongly
Disagree

Table 1.2 Impact on Influencer engagement on TikTok

Table 1.2 presents the descriptive statistics on the impact of algorithmic changes on

influencer engagement on TikTok. The data indicates that using trending sounds and hashtags,

along with maintaining a consistent posting schedule and a high follower count, are key factors

in driving engagement on the platform. It provides specific insights into factors influencing

influencer engagement on TikTok in 2024, such as using trending sounds and hashtags,

maintaining a consistent posting schedule, and having a high follower count. These practical

strategies, when combined with the broader understanding of social media influencers as
powerful tools for reaching audiences and building brand recognition, as discussed in the 2024

studies by Kaur et al., Putra & Digdowiseiso, Vilkaite-Vaitone, Pandey & Goutam, Hudders &

De Jans, and Ao et al., offer a comprehensive view of influencer marketing's potential. While the

table offers actionable advice, the studies provide the rationale for why such strategies are

important in the first place.

Table 1.3

Indication N M SD Verbal
Interpretation

A strong presence in Facebook 115 3.261 0.622 Agree

Groups can significantly boost an
influencer's visibility.

High engagement rates on Facebook 115 3.261 0.622 Agree

posts directly correlate with increased
visibility.

Using Facebook's advertising tools is 115 3.261 0.639 Agree

essential for maximizing an
influencer's visibility on the platform.

Impact on influencer visibility on 115 3.261 0.622 Agree

TikTok

Overall Mean & SD 3.261 0.626 Agree

Legend: 3.5 - 4.00 Strongly Agree; 3.49 - 3 Agree; 2 - 2.99 Disagree; 1 - 1.99 Strongly
Disagree
 Table 1.3 Impact on Influencer Visibility in Facebook

Table 1.3 presents the descriptive statistics on the impact of algorithmic changes on

influencer visibility on Facebook. The data reveals that all the factors listed above have a similar

potential to influence an influencer's visibility. Notably, having a strong presence in Facebook

groups and achieving high engagement rates have a moderate effect on visibility. However, it is

equally crucial to leverage Facebook’s advertising tools to maximize overall engagement and

visibility.

It sheds light on the factors influencing influencer visibility on Facebook in 2021,

revealing that various elements contribute to an influencer's success. While a strong presence in

Facebook groups and high engagement rates play a moderate role, leveraging Facebook's

advertising tools is crucial for maximizing visibility. This aligns with Singh's 2021 research,

which emphasizes the effectiveness of blogs and Facebook for influencer marketing. By

understanding the impact of algorithms and platform dynamics, marketers can strategically select

influencers who can effectively engage their target audience and drive results.
Table 1.4

Indication N M SD Verbal
Interpretation

High-quality visual content is 115 3.209 0.656 Agree

essential for driving engagement on
Facebook

Responding to comments promptly 115 3.209 0.628 Agree

increases engagement on Facebook
posts.

Using Facebook Live videos is an 115 3.209 0.642 Agree

effective way to boost engagement
with followers.

Impact on influencer visibility on 115 3.209 0.0627 Agree

Facebook

Overall Mean & SD 3.209 0.497 Agree

Legend: 3.5 - 4.00 Strongly Agree; 3.49 - 3 Agree; 2 - 2.99 Disagree; 1 - 1.99 Strongly
Disagree

Table 1.4 Impact on Influencer Engagement in Facebook

Table 1.4 presents the descriptive statistics on the impact of algorithmic changes on influencer

engagement on Facebook. The data shows that high-quality visual content and timely responses

to comments are key factors in boosting engagement. Additionally, using Facebook Live videos

enables influencers to engage with followers in real time, which has a significant positive effect

on overall engagement. It provides empirical support for the theoretical framework established

by the cited authors (Jin et al., 2019; Ki et al., 2020; Schouten et al., 2020; Sokolova and Kefi,

2020; Lou and Yuan, 2019; Childers et al., 2019). The table's findings align with the idea that
influencers, perceived as attractive, authentic, and relatable, can effectively convey brand

messages. The specific algorithmic changes highlighted in the table, such as using high-quality

visual content, responding promptly to comments, and leveraging Facebook Live videos, directly

correlate with the theoretical concepts of building strong connections with followers and

enhancing real-time engagement. By validating these theoretical principles, the table offers

actionable insights for optimizing influencer marketing strategies and maximizing their impact.

2. What Strategies do influencers use to adapt to the algorithms on both TikTok and

Facebook?

2.1 Strategies used on TikTok

2.2 Strategies used on Facebook

2.3 Comparative analysis of strategies on TikTok

Table 2.1

Indication N M SD Verbal
Interpretation

Prioritizing user engagement over 115 3.304 0.678 Agree

follower count is a key strategy to
adapt to TikTok's algorithm changes.

Regularly analyzing TikTok Analytics 115 3.304 0.665 Agree

is essential to understand and adapt
to algorithm changes.

Focusing on a specific niche or genre 115 3.304 0.690 Agree

can help content creators stand out
and better adapt to algorithm changes

Strategies used on Facebook 115 3.304 0.666 Agree

Legend: 3.5 - 4.00 Strongly Agree; 3.49 - 3 Agree; 2 - 2.99 Disagree; 1 - 1.99 Strongly
Disagree

Table 2.1 Strategies used on TikTok

Table 2.1 presents the descriptive statistics on the strategies influencers use to adapt to

algorithm changes on TikTok. The data reveals a moderate influence across all strategies.

Influencers most commonly prioritize user engagement over follower count, regularly analyze

TikTok Analytics, and focus on a specific niche or genre to effectively navigate algorithmic

shifts.

Andre Oentoro's 2024 study confirms the findings in Table 2.1. Both highlight the

importance of understanding and adapting to TikTok's algorithm. The study emphasizes

prioritizing user engagement over follower growth, which aligns with the table's data.
 Additionally, the study suggests analyzing TikTok Analytics and focusing on a specific

niche, both of which are supported by the table. By following these strategies, marketers can

effectively navigate TikTok's algorithm and achieve success on the platform.

Table 2.2

Indication N M SD Verbal
Interpretation

Prioritizing video content over text- 115 3.278 0.656 Agree

based posts is a key strategy to adapt
to Facebook's algorithm changes.

Running Facebook Ads is essential to 115 3.261 0.663 Agree

maintain visibility on the platform,
regardless of organic reach.

Engaging with followers through 115 3.217 0.639 Agree

comments and messages can help
improve content visibility on
Facebook.

Strategies used on Facebook 115 3.261 0.622 Agree

Legend: 3.5 - 4.00 Strongly Agree; 3.49 - 3 Agree; 2 - 2.99 Disagree; 1 - 1.99 Strongly
Disagree

Table 2.2 Strategies used on Facebook

Table 2.2 presents the descriptive statistics on the strategies influencers use to adapt to

algorithm changes on Facebook. According to the data, prioritizing video content over text-based

posts is the primary strategy for adjusting to Facebook’s algorithm updates. Additionally, running

Facebook ads helps maintain an influencer's visibility, while actively engaging with followers
through comments and messages further strengthens their connection with the audience.

The study by Adamy, Cortas, Mecayer, Pol-ot, and Tacuyan (2023) aligns with the data presented

in Table 2.2. Both sources highlight the importance of video content in adapting to Facebook's

algorithm changes. Additionally, the study emphasizes the role of Facebook ads in maintaining

visibility and boosting post reach, which complements the table's findings on the effectiveness of

paid advertising. Both the study and the table underscore the significance of active engagement

with followers through comments and messages as a key strategy for strengthening the

influencer-audience relationship.

Table 2.3

Indication N M SD Verbal
Interpretation

Both TikTok and Facebook prioritize 115 3.525 0.686 Agree

user engagement, such as likes,
comments, and shares, in their
algorithms.

Consistent posting frequency is equally 115 3.296 0.701 Agree

important for maintaining visibility on
both TikTok and Facebook.

The use of trending sounds and 115 3.304 0.728 Agree

hashtags is a more effective strategy for
increasing visibility on TikTok
compared toFacebook.

Comparative analysis of strategies on 115 3.261 0.693 Agree

TikTok and Facebook

Legend: 3.5 - 4.00 Strongly Agree; 3.49 - 3 Agree; 2 - 2.99 Disagree; 1 - 1.99 Strongly
Disagree
 Table 2.3 Comparative analysis of strategies on TikTok and Facebook

Table 2.3 presents the descriptive statistics for a comparative analysis of strategies on

TikTok and Facebook. According to the responses, using trending sounds and hashtags emerges

as the most effective strategy. However, frequent posting and engaging with followers through

comments, likes, and messages remain essential components of a successful approach.

The study by Markus Rach and Marc K. Peter (2021) provides valuable insights into the

effectiveness of various strategies on TikTok and Facebook, aligning with the findings presented

in Table 2.3. The authors' research delves into the reasons behind TikTok's success, highlighting

the platform's advanced algorithm that curates content tailored to individual preferences. This

algorithmic approach, emphasizing user experience over social network connections, is a key

factor in TikTok's ability to capture user attention more effectively than platforms like Facebook.

While both platforms benefit from frequent posting and engagement with followers, TikTok's

unique algorithm allows users to discover relevant content more easily, making strategies like

using trending sounds and hashtags particularly impactful.

4. What is the significant impact of constant algorithm changes on the effectiveness of the

influencer’s marketing strategies?

Table 3

Indication N M SD Verbal
Interpretation

On TikTok, influencer marketing has led 115 3.252 0.815 Agree

to more conversions (e.g., sales, website
visits).

On Facebook, influencer marketing has 115 3.217 0.814 Agree

led to more conversions (e.g., sales, website
visits).

The effectiveness of influencer marketing 115 3.200 0.775 Agree

campaigns on TikTok
outweighs Facebook.

The effectiveness of influencer marketing 115 3.165 0.772 Agree

campaigns on Facebook
outweighs TikTok.

Effectiveness of Influencer Marketing 115 3.209 0.767 Agree

Campaigns

Legend: 3.5 - 4.00 Strongly Agree; 3.49 - 3 Agree; 2 - 2.99 Disagree; 1 - 1.99 Strongly
Disagree
Table 3 Effectiveness of Influencer Marketing Campaigns

Table 3.3 presents the descriptive statistics of the effectiveness of influencer marketing

campaigns on TikTok and Facebook. The data shows that TikTok has generated more

conversions for influencers compared to Facebook. Additionally, influencers reported higher

campaign effectiveness on TikTok.

 CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

Summary of Findings

Based on the data gathered, tabulated, analyzed and interpreted, the researchers arrived at

the following findings:

1.​ The impact of algorithmic changes on TikTok and Facebook on the visibility and

engagement of influencers

The data reveals that the various factors influencing an influencer's visibility

across platforms like Facebook and TikTok each play a crucial role, with all showing a

similar potential for impact. However, the strength of their influence can vary depending

on how they are utilized. For example, having a strong presence in Facebook groups and

achieving high engagement rates are recognized as important, but these factors have a

moderate effect on overall visibility. A strong presence in Facebook groups can help an

influencer build a community and foster deeper connections with a dedicated audience,

while high engagement rates—such as likes, comments, and shares—signal to the

algorithm that content is resonating well with viewers. These factors, however, may not

be enough on their own to significantly boost an influencer's visibility without further

strategic efforts. A complementary strategy is the use of Facebook’s advertising tools.

The data suggests that, alongside organic engagement, leveraging Facebook Ads is

crucial for maximizing visibility. With Facebook's advertising platform, influencers can
 precisely target specific demographics, interests, and behaviors, ensuring their content

reaches a broader and more relevant audience. In a landscape where organic reach can be

limited by algorithmic changes, Facebook Ads offer a way to bypass these restrictions

and significantly boost an influencer's exposure.

2.​ The strategies influencers use to adapt to the algorithms on both TikTok and

Facebook

The data shows that across both platforms, moderate influence is found in all the

strategies adopted by influencers. Influencers who focus primarily on user engagement;

responding to comments, messages, and interacting with their followers; tend to see more

consistent visibility. Engagement with followers is viewed as a more impactful metric

than simply amassing a high number of followers, as it indicates an active, invested

audience that is more likely to engage with future posts. This focus on engagement over

follower count highlights the importance of creating genuine connections with followers

rather than simply seeking larger numbers. Additionally, influencers who regularly

analyze platform-specific analytics, such as TikTok Analytics, can tailor their content

based on data-driven insights. This allows them to monitor which types of posts perform

best, which audience segments are most responsive, and how algorithmic shifts might be

affecting their visibility. By using these insights to adjust their content strategies,

influencers can remain adaptable and ensure that they stay relevant in a constantly

evolving algorithmic landscape. Finally, niche focus is another key strategy, particularly

on TikTok. Influencers who focus on a specific niche or genre tend to build a more
 dedicated and engaged audience. TikTok’s algorithm rewards content that resonates with

particular interest groups, making it easier for influencers to reach users who are already

interested in the type of content they create. By honing on a niche, influencers are not

only able to maintain a consistent brand identity but also increase their chances of being

recommended to a highly targeted audience. This strategy allows influencers to stand out

in a crowded platform and navigate algorithmic changes more effectively by continuing

to serve relevant, specialized content to their followers.

3.​ The impact of constant algorithm changes on the effectiveness of the influencer’s

marketing strategies

The data clearly indicates that TikTok has proven to be more effective than

Facebook in generating conversions for influencers. Influencers on TikTok often

experience a higher level of organic reach and engagement, which directly translates into

more conversions.

Conclusion

The data reveals that multiple factors influence an influencer's visibility on platforms like

Facebook and TikTok, each showing similar potential for impact, though their effectiveness

varies depending on their application. For instance, having a strong presence in Facebook groups

and achieving high engagement rates can help build community and signal content relevance, but

these factors alone have a moderate impact on visibility. To maximize reach, influencers need to

complement organic efforts with Facebook Ads, which allow targeted promotion to specific

audiences and help bypass organic reach limitations. Across both platforms, user engagement is a

key strategy, with influencers seeing more consistent visibility when they actively respond to
followers and build connections. Engagement is considered more important than simply focusing

on follower count, as it indicates a dedicated audience likely to interact with future posts.

Influencers also benefit from regularly analyzing platform-specific analytics (e.g., TikTok

Analytics) to adjust content based on performance data and algorithmic changes, helping them

stay relevant. Additionally, niche focus is a highly effective strategy, especially on TikTok, where

content tailored to specific interests resonates more with users and improves chances of being

recommended by the algorithm. This approach helps influencers stand out and maintain a

consistent brand identity. Finally, the data clearly shows that TikTok outperforms Facebook in

driving conversions. Influencers on TikTok tend to experience higher organic reach and

engagement, which directly translates into more conversions, making TikTok a more effective

platform for achieving measurable campaign success.

Recommendation

Based on the analysis of influencer strategies and campaign effectiveness on TikTok and

Facebook, several key recommendations can be drawn. For TikTok, a comprehensive strategy

should prioritize user engagement through consistent interaction with comments and

user-generated content. Leveraging trending sounds and hashtags can significantly boost

visibility and attract a wider audience. Additionally, maintaining a consistent posting schedule

helps to maintain a strong online presence and keep followers engaged. Investing in high-quality

video production is essential to stand out in a competitive landscape. Collaborating with other

influencers can expand reach and introduce new audiences to the brand.
 On Facebook, high-quality visual content is crucial for capturing attention and driving

engagement. Timely responses to comments demonstrate active engagement with the audience

and foster a sense of community. Utilizing Facebook Live videos allows for real-time interaction

with followers, which can significantly enhance engagement. Building a strong presence in

relevant Facebook groups can help to reach a targeted audience and increase visibility.

Leveraging Facebook's advertising tools can amplify the reach of content and drive conversions.

For both platforms, prioritizing user engagement over follower count is essential for

long-term success. Regularly analyzing platform analytics provides valuable insights into

audience behavior and helps to optimize content strategy. Focusing on a specific niche or genre

allows influencers to build a dedicated following and establish themselves as experts in their

field. While both platforms offer opportunities for influencer marketing, TikTok appears to be a

more effective platform for generating conversions and achieving higher campaign effectiveness.

This may be due to TikTok's younger demographic, higher engagement rates, and the platform's

emphasis on short-form video content.

 CHAPTER 6

1. Executive Summary -

SkinStation’s approach to adapting its marketing strategy in response to algorithmic changes on

TikTok and Facebook. With social media increasingly influencing consumer behavior, the

evolving algorithms of these platforms demand innovative methods for maintaining visibility,

engagement, and customer loyalty.

SkinStation, a leading provider of advanced skin care solutions in the Philippines, leverages its

strong brand reputation and comprehensive services to implement targeted marketing initiatives.

The research identifies opportunities to harness platform-specific features such as TikTok’s

trend-driven content and Facebook’s targeted ad capabilities to drive customer engagement and

conversions. By collaborating with micro-influencers, hosting live tutorials, and implementing

loyalty programs, SkinStation aims to align its marketing with consumer preferences while

capitalizing on AI-powered personalization tools for effective audience targeting.

Key marketing strategies include increasing engagement on TikTok and Facebook by 30%,

boosting live- selling conversions by 20%, and achieving a 15% growth in repeat customers

through loyalty programs. These initiatives are supported by a PHP 400,000 budget allocated for

influencer collaborations, live streaming tools, discounts, and targeted ad campaigns.

This integrated marketing plan positions SkinStation to not only navigate the challenges posed

by algorithmic changes but also solidify its leadership in the skincare industry. By adapting to

shifting trends and consumer behaviors, SkinStation is poised to deliver enhanced customer

experiences and achieve sustainable growth.

2. Current Marketing Situation

Industry Analysis:

The rapid evolution of social media platforms, particularly TikTok and Facebook, has

significantly reshaped influencer marketing. Algorithmic changes have prioritized short-form

video content, AI- powered personalization, and micro- and nano-influencers. These shifts have

led to increased emphasis on user-generated content and the need for brands to adapt their

strategies to these changing platforms.

(Political Factors)

Data Privacy Laws: Stricter data privacy laws can limit the data platforms collect, affecting

algorithmic recommendations and targeted advertising .Stricter data privacy laws can enhance

consumer trust. SkinStation can benefit by demonstrating its commitment to data security and

privacy, potentially attracting more customers.

Regulation of Political Advertising: Stricter regulations on political advertising can limit

influencer involvement in political campaigns and advocacy efforts. By reducing the risk of

negative brand associations, stricter regulations could create a more stable and predictable

environment for brands like SkinStation to operate in. This could lead to increased consumer

trust and loyalty, ultimately driving sales and brand growth.

Economic Factors

Impact on Brand Partnerships: Brands may need to allocate more budget for influencer

marketing campaigns to ensure their message reaches the target audience effectively. This could

lead to increased competition among brands and influencers, potentially driving up costs. The

increased competition in influencer marketing offers SkinStation opportunities to expand brand

visibility and engage with a targeted audience. However, it also poses challenges like rising costs

and intensified competition. By strategically partnering with relevant influencers and prioritizing

authenticity, SkinStation can navigate this landscape and strengthen its brand position.

Increased Specialization: To adapt to algorithmic changes and audience preferences, influencers

are specializing in niche areas. This can lead to higher engagement rates and more lucrative

partnerships with brands that cater to specific demographics. By partnering with niche

influencers, SkinStation can target specific demographics more effectively, leading to higher

engagement and increased brand awareness, ultimately driving sales and customer acquisition.

Social Factors

Impact on Visibility and Engagement - TikTok's algorithm, favoring viral, trend-driven content,

has forced influencers to adapt to a highly unpredictable and fleeting engagement landscape.

While this can lead to rapid growth, it often compromises consistency and long-term audience

retention. Conversely, Facebook's shift towards prioritizing personal connections has made

organic reach more challenging for influencers. To maintain visibility, many have resorted to
paid advertising and targeted campaigns to effectively engage their audience on the

platform.Skin Station can leverage TikTok's trend-driven algorithm through influencer

partnerships to rapidly increase visibility. On Facebook, building a strong community through

valuable content and targeted advertising can help maintain consistent engagement and drive

conversions.

Influencer Adaptation Strategies - TikTok influencers excel by riding viral trends, creating

concise and engaging short-form content, and fostering a strong community through active

audience engagement. On Facebook, influencers adapt by sharing longer-form content like

articles and videos, leveraging live streams for real-time interaction, and utilizing targeted

advertising to reach specific demographics. SkinStation can partner with influencers on TikTok

and Facebook to reach a wider audience. On TikTok, short, engaging videos can showcase

products and trends, while on Facebook, longer-form content like reviews and live Q&As can

build trust and educate consumers. Targeted advertising on both platforms can help reach

specific demographics with tailored skincare solutions.

Technological Factors

AI-Powered Content Recommendations: AI algorithms curate content feeds, making it easier for

influencers to reach their target audience. AI-powered content recommendations can help

SkinStation by personalizing product suggestions and treatment recommendations for customers,

improving customer satisfaction and boosting sales. Additionally, AI can optimize marketing

campaigns to reach the target audience more effectively.

Influencer Discovery Tools: AI-powered tools help brands identify the most suitable influencers

for their campaigns based on factors like audience demographics, engagement rates, 1 and brand

alignment. For a skincare brand like SkinStation, influencer discovery tools can help identify the

right influencers to reach their target audience. These tools analyze factors like audience

demographics and engagement rates, ensuring that the brand partners with individuals who can

authentically promote their products to the right people.

Environmental Factors

Increased Energy Consumption:The increasing demand for processing vast amounts of user data

and implementing algorithmic changes in data centers requires significant energy consumption.

Additionally, as individuals spend more time on their devices, particularly on social media,

energy consumption rises, contributing to increased carbon emissions. Increased energy

consumption can indirectly impact SkinStation by raising operational costs and potentially

damaging their brand reputation. To mitigate this, SkinStation could adopt energy-efficient

practices and promote eco-friendly initiatives.

E-Waste Generation:The relentless pursuit of technological advancements, driven by evolving

algorithms, significantly contributes to e-waste generation. As newer, more powerful devices are

introduced to handle these advancements, older models quickly become obsolete, leading to

increased electronic waste. Furthermore, rapid technological progress often results in shortened

product life cycles, as consumers are enticed to replace their devices with the latest models,
further exacerbating the issue of e-waste. Constant technological advancements lead to increased

e-waste. Skin Station can benefit by adopting eco-friendly practices, attracting

environmentally-conscious consumers.

Legal Factors

Disclosure Requirements and Consumer Protection - The Federal Trade Commission (FTC)

mandates clear and conspicuous disclosure of sponsored content, especially as algorithmic

changes can affect its visibility, potentially misleading consumers. Platforms like TikTok and

Facebook have specific guidelines for sponsored content disclosure, which must be strictly

adhered to avoid penalties and maintain credibility. Algorithmic changes can impact the

placement of sponsored content, and reduced visibility of disclosure statements due to these

changes could lead to potential legal issues. SkinStation must adhere to FTC regulations and

platform guidelines for sponsored content to maintain transparency, avoid legal issues, and

optimize the effectiveness of its campaigns.

Intellectual Property Rights - Influencers must navigate intellectual property rights to avoid legal

issues. They should be mindful of copyright and trademark laws, ensuring they have proper

permissions to use copyrighted music, images, or brand logos. Additionally, influencers must

respect rights of publicity laws, which protect individuals' rights to control the commercial use of

their name, likeness, or persona. Skin Station must protect its brand by registering trademarks for

its name and logo. It should also respect copyright laws when using media in marketing and

social media to avoid legal issues.

B. Competition Analysis

The competitive landscape for influencer marketing is dynamic and constantly evolving,

particularly with the rapid changes in algorithms on platforms like TikTok and Facebook. Direct

competitors in this space include other social media platforms such as Instagram and YouTube,

which also leverage influencer marketing to reach their audiences. Indirect competitors

encompass traditional marketing channels like television, radio, and print media, as well as

emerging digital marketing strategies such as search engine optimization (SEO) and

pay-per-click (PPC) advertising. As algorithms shift, influencers must adapt their strategies to

maintain visibility and engagement. This analysis will examine how these changes impact the

effectiveness of influencer marketing campaigns across different platforms and how competitors

are responding to these challenges. By understanding the competitive landscape, marketers can

make informed decisions about their influencer marketing strategies to maximize ROI and stay

ahead of the curve.

III. SWOT ANALYSIS

Strengths:

Comprehensive Service Range: SkinStation provides a variety of treatments, including

diode laser hair removal, facials, peels, and aesthetic medical procedures, catering to

diverse skincare needs.

 Advanced Technology: The clinic utilizes state-of-the-art equipment, such as the Diode

Laser with Super Hair Removal SHR technology, ensuring safer and virtually painless

procedures.

Extensive Network: With over 100 clinics nationwide, SkinStation offers accessible

services in the Philippines, enhancing customer convenience.

Weaknesses:

Inconsistent Service Quality: Some customer reviews indicate variability in service

quality across different branches, suggesting a need for standardized training and

protocols.

Pricing Perception: Certain treatments may be perceived as expensive, potentially

limiting access for budget-conscious consumers.

Opportunities:

Market Growth: The Philippine skincare market is experiencing significant growth,

presenting opportunities for SkinStation to expand its customer base.

Product Line Expansion: Developing and introducing new skincare products can attract

a broader audience and meet evolving consumer preferences.

Digital Engagement: Enhancing online presence and e-commerce capabilities can reach

tech-savvy consumers and facilitate appointment bookings and product sales.

Threats:

Intense Competition: The presence of numerous skin care clinics and beauty brands in

the Philippines increases competition, requiring continuous innovation and marketing

 efforts.

Economic Factors: Economic downturns or reduced consumer spending can impact

demand for non-essential skincare services.

Regulatory Changes: New health regulations or industry standards could necessitate

operational adjustments, potentially increasing costs.

Marketing Objectives

The marketing objective for SkinStation is to strengthen its position as a trusted leader in

advanced skin care and dermatological treatments by increasing brand awareness and customer

engagement. Through targeted campaigns, SkinStation aims to showcase its innovative solutions,

high-quality products, and professional services tailored to meet diverse skin care needs. By

emphasizing affordability, customer satisfaction, and visible results, the brand seeks to attract

new customers while nurturing loyalty among existing ones. The goal is to create a lasting

impression, positioning SkinStation as the go-to destination for individuals who want expert care

and personalized solutions to achieve healthy, glowing skin.The marketing objective for

SkinStation is to strengthen its position as a trusted leader in advanced skin care and

dermatological treatments by increasing brand awareness and customer engagement. Through

targeted campaigns, SkinStation aims to showcase its innovative solutions, high-quality

products, and professional services tailored to meet diverse skin care needs. By emphasizing

affordability, customer satisfaction, and visible results, the brand seeks to attract new customers

while nurturing loyalty among existing ones. The goal is to create a lasting impression,
positioning SkinStation as the go-to destination for individuals who want expert care and

personalized solutions to achieve healthy, glowing skin.

V. Target Market

SkinStation's target market on TikTok and Facebook includes young adults and

middle-aged individuals that are Millennial/Gen Z users, age 18-34, who care about their skin

and appearance.

On TikTok, the focus is on teens and young professionals who like quick, trendy videos

showing skin care tips, before-and-after transformations, or fun challenges. These users often

look for solutions to acne, glowing skin, or beauty trends. On Facebook, the audience includes

older millennials and professionals who are more likely to spend on skincare treatments. They

prefer detailed posts, testimonials, and promotions. Both groups want effective skincare services,

but TikTok users are drawn to engaging and trendy content, while Facebook users look for more

information and reviews before making a decision. SkinStation can use these platforms to show

their services, share customer success stories, and run ads to attract more clients.

Key Marketing Strategies:

Positioning Statement:

Skin Station positions itself as a trusted provider of advanced skincare solutions, combining

science backed products with personalized treatments to meet the unique needs of every

customer. Aims to be the go destination for individuals effective skincare and professional

consultations.
Mission:

Skin Station’s mission is to empower individuals to achieve their best skin through high-quality,

science backed skincare products and personalized treatments delivered with care and expertise.

The company is dedicated to enhancing confidence and promoting holistic skin health by

providing accessible, innovative solutions tailored to each customer’s needs. Our mission is to

empower you to achieve your self confidence.

Vision:

Skin Station is to be the leading skincare destination, known for delivering results through

innovative treatments, expert care, and sustainable practices, inspiring confidence and promoting

skin health for a global community. And recognized for excellence in customer service, cutting

edge technology, and sustainable practices, while inspiring a global community to prioritize and

celebrate healthy, radiant skin.

Product:

Skin Station offers a comprehensive range of skincare products designed to address various skin

concerns and promotes overall skin health. These include gentle cleansers, hydrating

moisturizers, and broad-spectrum sunscreens for daily protection. And also provides specialty

products for

sensitive skin, pigmentation, and other unique needs, to approach skincare that complements

their professional treatments.

Place:

Skin Station operates in conveniently located clinics and retail spaces, offering a welcoming and

professional environment for customers seeking personalized skincare solutions. With locations

strategically positioned in key urban areas each store is designed to provide a relaxing and

informative experience. And also digital accessibility ensures that SkinStation meets the needs of

its customers both in store and remotely.

Promotion:

To attract and engage customers we provide special packages or discounts for occasions like

Valentine’s Day couple’s facials, Mother’s Day pampering packages, or New Year deals that

offer free consultations with discounted skincare routines. These timely promotions create and

align with customer needs throughout the year.

Distribution Strategies:

It employs a multi-channel distribution strategy to ensure its products and services are easily

accessible to its customers. The company operates through its physical clinics, strategically

located in urban areas to cater to walk in clients seeking personalized consultations and

treatments. Skin Station leverages its enabling customers to browse and purchase products

online, offering the convenience of doorstep delivery. And also Partnerships with third party

online retailers or platforms further expand their reach.

Marketing Implementation Plan:

This plan focuses on integrating digital platforms, particularly TikTok and Facebook, into

SkinStation’s marketing strategy to enhance customer engagement and align with the research

objectives on algorithmic changes in influencer marketing.

Key Result Activities/ Action Timeline Resources Needed

Program

Increase TikTok and - Partner with 1 to 3 months Influencer fees,

Facebook micro-influencers to Social media
engagement by 30% create skincare manager, Analytics
routine videos using tools
SkinStation products.
- Launch interactive
content such as
TikTok challenges or
polls on Facebook
focused on skincare
tips. - Use platform
analytics to optimize
post timing and
content.

Boost conversions by - Host live skincare 2 to 6 months Hosts/dermatologists,

20% from live selling tutorials featuring Discount budget,
campaigns dermatologists on Streaming tools
TikTok and Facebook
Live.
- Provide exclusive
discounts for viewers.
- Leverage TikTok’s
trending features like
sounds and hashtags
to attract viewers.
Achieve 15% growth - Introduce a loyalty 3 to 8 months CRMsoftware, App
in repeat customers program accessible Development
through SkinStation’s support, Email
app. automation tools
- Follow up live sales
with personalized
thank-you messages
and exclusive offers.

Expand customer - Run targeted ads on 2 to 6 months Advertising budget,

reach by 25% Facebook and TikTok Partnerships with
emphasizing unique influencers, Content
SkinStation services creators
like diode laser
treatments.
- Collaborate with
influencers to cross
-Promote on both
platforms.
EVALUATION AND CONTROL:

To effectively evaluate and control the impact of algorithmic changes on influencer marketing across

TikTok and Facebook, a comparative analysis is crucial. TikTok's algorithm prioritizes user engagement,

favoring short, trend-driven content and boosting the visibility of even micro-influencers through its For

You Page (FYP). Conversely, Facebook's algorithm emphasizes meaningful interactions, reducing

organic reach for branded content and necessitating a greater reliance on paid promotions. This

Difference necessitates distinct influencer marketing strategies: TikTok demands quick, trend-relevant

videos, while Facebook emphasizes authenticity and genuine engagement. Control measures include

establishing clear performance metrics (engagement rates, reach, conversions), adapting content

strategies based on real-time feedback, diversifying across platforms, and continuously learning about

algorithm updates. By understanding these platform-specific nuances and implementing adaptive control

measures, brands can optimize their influencer marketing campaigns for maximum impact on both

platforms.
REFERENCES

Bartolo, L. (2024). Algorithmic recommendation as repair work: Towards a more just distribution of

attention on cultural and entertainment digital platforms.

https://www.mdpi.com/2075-5309/11/4/151

Wielki, J. (2020). Analysis of the role of digital influencers and their impact on the functioning of the

contemporary online promotional system and its sustainable development. Sustainability, 12(17),

7138. https://doi.org/10.3390/su12177138

Pourazad, N., Stocchi, L., & Narsey, S. (2023). A comparison of social media influencers’ KPIpatterns

across platforms. Journal of Advertising Research, 63(2), 139–159.

https://doi.org/10.2501/JAR-2023-001

Alhabash, S., & Ma, M. (2017). A tale of four platforms: Motivations and uses of Facebook, Twitter,

Instagram, and Snapchat among college students. Social Media + Society, 3(1),

2056305117691544. https://doi.org/10.1177/2056305117691544

Wang, C., Zhang, Z., Li, Y., & Tang, J. (2022). Content-driven user clustering on social mediavia

sequential behavior patterns. Proceedings of the ACMWeb Conference.

https://dl.acm.org/doi/10.1145/3477495.3531829

Galdón-Salvador, J.-L., Gil-Pechuán, I., AlFraihat, S.-F.-A., & Tarabieh, S. M. Z. A. (2024). Effect Of

social media influencers on consumer brand engagement and its implications on business

decision making. Profesional de la información, 33(2), e330210.

https://doi.org/10.3145/epi.2024.mar.10

Berne-Manero, C., & Marzo-Navarro, M. (2020). Exploring how influencer and relationship marketing

serve corporate sustainability. Sustainability, 12(11), 4392. https://doi.org/10.3390/su12114392

Wang, Y., Zhu, J., Zhao, C., Li, P., & Wang, Y. (2021). Exploring social influence on artificial

intelligence adoption: Evidence from China’s food delivery industry. Proceedings of the

ACMonHuman-Computer Interaction. https://dl.acm.org/doi/abs/10.1145/3447535.3462512

Adamy, A. R. F., Cortas, J. P., Mecayer, E. P., Pol-ot, C. K. R., & Tacuyan, K. M. M. (2023). Facebook as

a marketing strategy for online sellers. Philippine E-Journals, 19(1), 1–10.

https://ejournals.ph/article.php?id=19871

Tafesse, W., & Wood, B. P. (2021). Followers' engagement with Instagram influencers: The role of

influencers' content and engagement strategy. Journal of Retailing and Consumer Services, 58,

102303. https://doi.org/10.1016/j.jretconser.2020.102303

Zeng, J., & Kaye, D. B. V. (2022). From content moderation to visibility moderation: A Case Study Of

platform governance on TikTok. Policy & Internet

https://onlinelibrary.wiley.com/doi/abs/10.1002/poi3.287
Validated Research Instrument

TITLE: THE IMPACT OF ALGORITHMIC CHANGES ON INFLUENCER MARKETING: A

COMPARATIVE ANALYSIS AMONG TIKTOK AND FACEBOOK PLATFORMS

THEORETICAL FRAMEWORK:

This study is grounded in two key theories: the Attention Economy and the Influencer

MarketingFunnel. The Attention Economy theory explains how user attention is treated as a scarce

resource in digital spaces. On platforms like TikTok and Facebook, algorithms compete to capture and

retain user attention. TikTok’s algorithm promotes viral content by prioritizing engagement metrics such

as watchtime and shares, allowing even smaller influencers to gain visibility quickly. On Facebook, the

algorithm focuses on content relevance, showing posts from users’ established connections, which makes

it harder for influencers to achieve organic reach without investing in paid promotions (Anderson, 2020;

Schlosser, 2021). Both platforms, therefore, require influencers to adapt their strategies to capture and

hold user attention in different ways. The Influencer Marketing Funnel outlines the stages consumers go

through when influenced by online content awareness, consideration, engagement, and conversion.

OnTikTok, influencers often generate rapid awareness through viral content, while Facebook's more

personalized algorithm demands consistent effort to build engagement and lead followers through the

funnel. Conversion rates on both platforms are heavily influenced by how well influencers align their

strategies with algorithmic preferences, ensuring their content reaches the right audience at the right time

(Aoet al., 2023).

Statement of the Problem

This study aims to explore the impact of recent algorithmic changes on TikTok and Facebook

Influencer visibility, engagement, and the effectiveness of influencer marketing campaigns. The

Algorithms on these platforms have evolved significantly, leading to changes in how content is promoted

and how influencers interact with their audiences. These changes have forced influencers to adapt their

strategies to ensure their content continues to reach a wide audience and engage followers effectively.

1. What is the demographic profile of the respondents in terms of.

1.1 Age

1.2 Gender

1.3 Platform Usage

2. How have recent algorithmic changes on TikTok and Facebook impacted the visibility and

engagement of influencers?

2.1 Impact on influencer visibility on TikTok

2.2 Impact on influencer engagement on TikTok

2.3 Impact on influencer visibility on Facebook

2.4 Impact on influencer engagement on Facebook

3. What strategies do influencers use to adapt to the algorithms on both Tiktok and Facebook?

3.1 Strategies used on TikTok

3.2 Strategies used on Facebook

3.3 Comparative analysis of strategies on TikTok and Facebook

4. Is there a significant impact of constant algorithm changes on influencer marketing strategies?

Dear Respondents,
We are conducting a research study titled "The Impact of Algorithmic Changes on
Influencer Marketing: A Comparative Analysis Among TikTok and Facebook Platforms." As
part of this study, weare seeking your valuable insights by answering the following questions.
Your participation will greatly contribute to understanding how influencers are adapting to these
evolving platforms and how these changes are affecting influencer visibility, engagement, and
marketing effectiveness.
We assure you that all responses will be treated with the utmost confidentiality, and
your personal information will remain anonymous. Your honest and thoughtful input will be
used exclusively for academic purposes to provide a deeper understanding of the impact of
algorithmic shifts in the influencer marketing landscape.
We sincerely appreciate your time and cooperation in helping us with this important
research.

Sincerely,

Salla, Angela MarieV.

Arricivita, Shane Jacob D.
Castrence, Cyra Nicole S.
Albaracin, Donne V.
Dumalagan, Ma. Daniela M.
Researchers
Part I: Demographic Profile of the Respondents

Please tick ( ) the appropriate response:

1. Age:
☐18-25 years old

☐26-33 years old

☐34-41 years old

☐42-49 years old ☐50 years old and above

2. Gender:
☐Male

☐Female

3. Platform of Usage
☐TikTok

☐ Facebook
Part II: Impact of Algorithmic Changes on Influencer Visibility and Engagement
For the following statements, please indicate your level of agreement by ticking ( )
the appropriate box:
4- Strongly Agree ​ 3 - Agree ​ 2 - Disagree ​ 1 - Strongly Disagree
Part III:
Strategies Used to Adapt to Algorithmic Changes
4 - Strongly Agree ​ 3 - Agree ​ 2 - Disagree ​ 1 - Strongly Disagree
Part IV: Effectiveness of Influencer Marketing Campaigns
For the following statements, please indicate how effective you believe influencer
marketing is across both platforms
Tallied Data
APPENDICES

Summary of Descriptive Statistic of effectiveness of Algorithmic Changes on Influencer

Marketing

Indication N M SD Verbal
Interpretation

Impact on influencer visibility on 115 3.252 0.815 Agree

Tiktok

Impact on influencer engagement 115 3.217 0.814 Agree

on Tiktok

Impact on influencer visibility on 115 3.200 0.775 Agree

Facebook

Impact on influencer engagement 115 3.165 0.772 Agree

on Facebook

Legend: 3.5 - 4.00 Strongly Agree; 3.49 - 3 Agree; 2 - 2.99 Disagree; 1 - 1.99 Strongly Disagree

Table 5.1 Summary of Descriptive Statistics on the impact of algorithmic changes on TikTok

and Facebook on the visibility and engagement of influencers

Summary of Descriptive Statistic of the strategies influencers use to adapt to the algorithms

on both TikTok and Facebook

Indication N SD M Verbal
Interpretation

Strategies used on Tiktok 115 0.636 3.353 Agree

Strategies used on Facebook 115 0.639 3.284 Agree

Legend: 3.5 - 4.00 Strongly Agree; 3.49 - 3 Agree; 2 - 2.99 Disagree; 1 - 1.99 Strongly
Disagree

Table 5.2 Summary of Descriptive Statistics of the strategies influencers use to adapt to the

algorithmic on both TikTok and Facebook

Summary of Descriptive statistic of the Impact of constant algorithm changes on the

differences of the influencer’s marketing strategies

Indication N SD M Verbal
Interpretation

Strategies used on Tiktok 115 0.636 3.353 Agree

Strategies used on Facebook 115 0.639 3.284 Agree

Legend: 3.5 - 4.00 Strongly Agree; 3.49 - 3 Agree; 2 - 2.99 Disagree; 1 - 1.99 Strongly Disagree