DIGITAL FATIGUE DALAM IKLAN SHORT-FORM VIDEO: ANALISIS PERSEPSI GEN Z PADA OVERLOAD IKLAN TIKTOK

Abstract

The rapid growth of social media platforms based on short-form video content, such as TikTok, has significantly increased the use of digital advertising. The high frequency of advertisements appearing on the platform has led to the phenomenon of digital fatigue, particularly among Generation Z as one of the most active social media user groups. Continuous exposure to repetitive advertisements causes users to experience boredom, annoyance, and a tendency to ignore promotional content. This study aims to analyze Generation Z's perceptions of advertising overload on TikTok and to identify the forms of digital fatigue resulting from continuous exposure to shortform video advertisements. This study employed a qualitative research method with a descriptive approach. Data were collected through observation, in-depth interviews, and a literature review. The research participants consisted of active TikTok users from Generation Z who were frequently exposed to digital advertisements on the platform. The data were analyzed through the processes of data reduction, data display, and conclusion drawing to identify participants' experiences, perceptions, and responses toward the high intensity of advertisements on TikTok The findings indicate that advertising overload on TikTok negatively affects users' comfort while using the platform. The forms of digital fatigue experienced by the participants include visual exhaustion caused by the high frequency of advertisements, decreased attention to promotional content, a tendency to skip or ignore advertisements, and the development of negative perceptions toward brands that advertise excessively. These findings suggest that poorly managed advertising intensity may reduce the effectiveness of digital marketing communication while simultaneously diminishing users' overall social media experience. This study is expected to contribute to the development of digital communication research, particularly in understanding audience behavior and the effectiveness of digital advertising in the social media era.