The project in five facts.
Challenge, approach and results.
In the diploma thesis, I investigate the impact of short educational videos on social media on building a personal brand in the fitness industry. The central aim of the thesis was to investigate how short video formats enable rapid dissemination of information, increase follower engagement and shape the perception of the creator. The thesis focuses on three main platforms for short videos: TikTok, Instagram Reels and YouTube Shorts, and analyses their characteristics, audiences and the opportunities they offer creators. In addition, the results of a short survey among followers were included, which provided better insight into the perception of the content and the creator. The process of creation and analysis showed that different types of video content have different effects: motivational videos increase recognition, whilst educational videos contribute to trust and a sense of professionalism.
Problem
In the diploma thesis, I investigate the impact of short educational videos on social media on building a personal brand in the fitness industry. The central aim of the thesis was to investigate how short video formats enable rapid dissemination of information, increase follower engagement and shape the perception of the creator. Particular emphasis is placed on the role of visual identity and the manner of content delivery, which are key to the success of fitness creators on social media.
Solution and Method
The thesis focuses on three main platforms for short videos: TikTok, Instagram Reels and YouTube Shorts, and analyses their characteristics, audiences and the opportunities they offer creators. The theoretical part presents the concept of personal branding and its significance for individuals who wish to build trust and recognition on social media in the long term. The characteristics of short video content are presented, along with an explanation of why these are particularly effective in the contemporary digital environment.
In addition, challenges such as the need for continuous content creation and the rapid disposability of videos, which can affect the retention of follower attention and brand sustainability, are also highlighted. In the practical part, an independent project was carried out, within which two short videos were filmed and edited for a Slovenian fitness influencer. The videos were published on social media, and the researcher monitored audience responses using the analytics of individual platforms.
The number of views, likes, comments, shares and other engagement indicators were analysed.
Results
In addition, the results of a short survey among followers were included, which provided better insight into the perception of the content and the creator. The process of creation and analysis showed that different types of video content have different effects: motivational videos increase recognition, whilst educational videos contribute to trust and a sense of professionalism. The diploma thesis thus offers insight into the possibilities of deliberate use of short video content for building a personal brand in the fitness industry and highlights how creators can use social media for the long-term development of trust, recognition and professional reputation.
Module, programme and stories.
Your diploma project for a real company.
A diploma thesis at Academia solves a challenge from a company – often the one where you do your 800 hours of placement. Read about the Video produkcija module or book a consultation.