Strategi Kreatif Beauty Influencer @vionatiaraa dalam Pembuatan Konten Video TikTok

Abstract

Perkembangan TikTok sebagai media sosial mendorong beauty influencer untuk menghasilkan konten kreatif yang mampu menarik perhatian audiens. Penelitian ini bertujuan menganalisis strategi kreatif beauty influencer @vionatiaraa dalam pembuatan konten video TikTok berdasarkan teori Four P’s of Creativity. Penelitian menggunakan metode kualitatif deskriptif dengan teknik observasi, wawancara, studi pustaka, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi kreatif @vionatiaraa dilakukan melalui tahapan preparation, incubation, dan implementation, mulai dari pencarian ide melalui tren TikTok dan masukan audiens, pengembangan konsep konten, hingga proses produksi dan publikasi video. Kreativitas kreator tercermin dalam aspek person, process, press, dan product yang menghasilkan konten kecantikan yang informatif, menarik, dan sesuai dengan kebutuhan audiens. Hasil penelitian menunjukkan bahwa strategi kreatif yang diterapkan mampu mendukung proses penciptaan konten yang kreatif dan relevan di platform TikTok.

The rapid growth of TikTok as a social media platform has encouraged beauty influencers to create creative content that can attract audience attention. This study aims to analyze the creative strategy employed by beauty influencer @vionatiaraa in producing TikTok video content based on the Four P’s of Creativity theory. This research used a descriptive qualitative method with data collected through observation, interviews, literature review, and documentation. The findings reveal that @vionatiaraa creative strategy is carried out through the stages of preparation, incubation, and implementation, beginning with idea generation from TikTok trends and audience feedback, followed by content concept development, and ending with the production and publication of videos. The creator’s creativity is reflected in the aspects of person, process, press, and product, resulting in beautyrelated content that is informative, engaging, and aligned with audience needs. The results indicate that the implemented creative strategy supports the development of creative and relevant content on the TikTok platform.