本研究以跨文化內容創作為分析視角，探討非台灣籍內容創作者如何透過 Instagram Reels 與台灣受眾建立互動，並在爆紅後維持穩定的參與度。既有數位內容與網紅研究多聚焦於平台機制或行銷成效，較少從創作者與內容層級系統性分析跨文化互動歷程，因此本研究試圖補足此一研究缺口。
本研究採用混合研究方法（mixed-methods），結合質性內容分析與量化互動指標，分析五位以台灣為主題進行創作的非台灣籍 Instagram 創作者。研究將「爆紅影片」（breakthrough videos）界定為能引發觀看數與互動指標顯著上升的關鍵內容，並視其為創作者發展歷程中的實證轉折點。為衡量互動品質，本研究使用每千次觀看互動數（Engagement per 1,000 Views, EPV），系統性比較爆紅前、爆紅期與爆紅後三個階段的內容表現。
質性分析結果顯示，高互動內容在結構設計、視覺形式、語言策略與互動技巧上呈現出可重複的模式，且這些模式與台灣受眾的文化期待與使用習慣高度契合。量化分析進一步驗證，爆紅影片與高互動影片在互動強度上顯著高於一般內容，顯示跨文化互動的成功並非來自單一爆紅事件，而是創作者在爆紅後持續調整並穩定其內容策略的結果。
本研究期望透過對跨文化數位溝通與平台化內容創作的理解，提供在理論上的參考，說明非在地創作者如何在演算法導向的平台環境中回應文化差異與受眾期待；在實務上，亦提供具實證基礎的策略建議，協助非台灣籍內容創作者以更符合文化脈絡與平台特性的方式與台灣受眾建立有效連結。

This study examines how non-Taiwanese content creators achieve and sustain engagement with Taiwanese audiences on Instagram Reels through cross-cultural content adaptation. While existing research on digital content creation has largely focused on platform affordances or influencer marketing outcomes, fewer studies have systematically analyzed cross-cultural engagement processes at the creator–content level. Using a mixed-methods design, this study integrates qualitative content analysis with quantitative engagement metrics to investigate five non-Taiwanese creators producing Taiwan-focused Instagram Reels content.
Breakthrough videos—defined as posts that generate sudden increases in visibility and engagement—are analyzed as empirical turning points in creator trajectories. Engagement per 1,000 views (EPV) is employed to assess engagement intensity relative to reach, allowing comparison across pre-breakthrough, breakthrough, and post-breakthrough phases. Qualitative analysis identifies recurring content structures, visual conventions, language strategies, and engagement techniques that resonate with Taiwanese audiences, while statistical comparisons validate whether these patterns correspond to significant engagement differences.
The findings demonstrate that cross-cultural engagement success is not driven by isolated viral events, but by creators’ strategic adaptation and stabilization of content practices following breakthrough moments. This study contributes to cross-cultural digital communication research by clarifying how non-local creators navigate culturally specific audience expectations on algorithmic platforms. Practically, it offers empirically grounded insights for content creators seeking to engage Taiwanese audiences through culturally attuned, platform-native strategies.

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