TikTok and Urban Imagery

Engagement and visual strategy on Berlin’s account

Authors

DOI:

https://doi.org/10.62161/sauc.v12.6102

Keywords:

TikTok, Berlin, Social media, Visual storytelling, Digital engagement, Destination marketing

Abstract

Amid the transformation of tourism communication on social media, TikTok has become a key platform for projecting urban identity through visual storytelling. This study examines the narrative strategy of Berlin’s official tourism account (@visit_berlin) by analyzing 93 videos posted between August 2022 and March 2024. Quantitative (likes, comments, shares, saves, views) and qualitative variables (urban spaces, temporal setting, human presence, promotional elements, narrative tone) were coded. Results indicate that everyday scenes, non-monumental symbolic spaces, and daytime settings are positively associated with higher engagement. In contrast, explicit promotional content, night scenes, and videos lacking symbolic references tend to generate lower interaction. Visit Berlin’s approach reflects a post-conventional narrative, portraying the city as a lived experience rather than a tourist postcard. The strategy emphasizes authenticity, cultural diversity, and alternative urban aesthetics. The study offers recommendations for urban destinations aiming to engage young, culturally active audiences through participatory and visually compelling formats.

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Published

2026-07-31

How to Cite

Bonilla-Quijada, M., & Del Olmo-Arriaga, J. L. (2026). TikTok and Urban Imagery: Engagement and visual strategy on Berlin’s account. Street Art & Urban Creativity, 12(4), 91–102. https://doi.org/10.62161/sauc.v12.6102

Issue

Vol. 12 No. 4 (2026)

Section

Research articles

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