Abstract Social media platforms have fundamentally transformed educational content creation, enabling new modes of learning and knowledge dissemination that transcend the physical boundaries of the classroom. Yet this transformation is not without its contradictions: the same platforms that democratize access to knowledge also introduce complex challenges of algorithmic control, content quality, and digital inequality that educators must navigate. This mixed-methods research employs a convergent parallel design to explore how TikTok serves as an educational platform in Thailand by (1) examining the creative thinking processes of successful educational content creators, and (2) analyzing relationships between digital competencies and content creation success. Through purposive sampling, we conducted semi-structured interviews and online surveys with 30 leading educational TikTok creators in Thailand, complemented by content analysis of their 100 most popular videos. We found that successful creators employ innovative strategies that blend diverse media elements and interactive narratives to engage viewers, continuously modifying content based on audience feedback. A significant association was identified between advanced digital competencies — specifically platform-specific technical skills, multimedia integration, and analytics interpretation — and content creation success. These findings offer practical guidelines for developing the digital and creative competencies essential for effective educational content production, with particular relevance for contexts undergoing rapid digital transformation in education.
Kwangmuang et al. (Fri,) studied this question.