Visual branding and institutional identity on TikTok: A quantitative content analysis of Politeknik Indonusa Surakarta

The increasing use of TikTok as a strategic communication platform has transformed the branding of higher education institutions. However, empirical evidence on how institutional visual identity is systematically represented through short-form video content remains limited, particularly in higher vocational education. This study examined the characteristics of visual branding and the extent to which core institutional visual identity elements were integrated into the official TikTok content of Politeknik Indonusa Surakarta. A Quantitative Content Analysis (QCA) approach was employed to analyze all 50 promotional videos published between January 1 to July 10, 2026. A structured coding instrument comprising four dimensions, Institutional Visual Identity, Visual Communication, Communication Strategy, and Brand Value Representation, was applied through manual coding by two independent coders. Intercoder reliability was assessed using Cohen's Kappa for nominal variables and linear weighted Cohen's Kappa for the ordinal Overall Visual Identity variable. The findings reveal a recurring digital branding pattern characterized by the frequent use of branded hashtags, professionalism, dynamic visual communication, informative captions, and student-centered representation. Nevertheless, the complete integration of core institutional visual identity elements was observed in only a minority of the videos analyzed. These findings indicate that the analyzed content exhibits varying levels of visual identity integration. The study provides a multidimensional framework for describing institutional visual branding and contributes contextual evidence to research on digital branding practices in higher education institutions.