Analisis Strategi Konten Pada UMKM Valeria Scarf Dalam Upaya Mempromosikan Produk Melalui TikTok

Abstract

The rapid advancement of the digital era has encouraged micro, small, and medium enterprises (MSMEs) to develop creative strategies to sustain and grow their businesses. TikTok has emerged as a popular digital platform for content distribution, enabling MSMEs to promote their products through short-form videos. Valeria Scarf, an MSME based in Depok that operates in the Muslim fashion industry, uses TikTok as a medium to market its products. This study aims to examine the content strategy employed by Valeria Scarf to promote its products through TikTok. A qualitative approach with a descriptive method was applied. Data were collected through in-depth interviews, account observations, and documentation. The data analysis process involved data reduction, data presentation, and conclusion drawing. The findings indicate that Valeria Scarf's content strategy emphasizes informative and educational content while utilizing various TikTok features, including short videos, trending music, hashtags, live streaming, and comment sections to engage with its audience. These strategies contribute to increasing audience engagement, building consumer trust, and expanding the reach of product promotions. Overall, the implementation of this content strategy has proven effective in supporting product marketing activities and enhancing the brand's reputation on social media.