Pengembangan Workflow Editing Brand Generated Content Berbasis Three Match Cut untuk Continuity Visual

Abstract

Proyek akhir ini dilatarbelakangi oleh belum adanya workflow editing tertulis yang digunakan sebagai pedoman proses penyuntingan konten pada akun TikTok @susumbokdarmiofficial. Proses editing yang masih bergantung pada kebutuhan masing-masing konten dan preferensi editor menyebabkan proses penyuntingan belum terstandarisasi serta berpotensi menghasilkan continuity visual yang kurang konsisten. Oleh karena itu, proyek ini bertujuan mengembangkan workflow editing Brand Generated Content (BGC) berbasis Three Match Cut sebagai panduan kerja pascaproduksi yang sistematis untuk mendukung continuity visual dan storytelling visual pada konten TikTok Susu Mbok Darmi. Produk yang dihasilkan berupa workflow editing yang terdiri atas sembilan tahapan, yaitu acquisition, organization, review and selection, assembly, rough cut, fine cut, picture lock, finishing, serta rendering and export. Workflow tersebut dikembangkan dengan mengintegrasikan prinsip matching the look, matching the position, dan matching the movement pada setiap tahapan editing. Produk kemudian diimplementasikan pada delapan konten utama dan empat teaser Brand Generated Content yang dipublikasikan melalui akun TikTok @kita_kelana sebagai media implementasi proyek. Evaluasi dilakukan melalui analisis performa konten, survei terhadap 34 responden, dan validasi praktisi. Hasil evaluasi menunjukkan bahwa workflow yang dikembangkan memperoleh nilai rata-rata keseluruhan sebesar 5,45 dari skala 6 dengan kategori sangat baik. Seluruh konten yang dipublikasikan juga memperoleh respons audiens dalam bentuk views, likes, comments, shares, dan saves. Selain itu, hasil validasi praktisi menunjukkan bahwa workflow yang dikembangkan relevan untuk mendukung produksi konten storytelling berbasis soft selling serta membantu menjaga continuity visual secara lebih sistematis. Berdasarkan hasil tersebut, workflow editing Brand Generated Content berbasis Three Match Cut berhasil dikembangkan, diimplementasikan, dan dievaluasi sebagai produk terapan. Workflow ini dapat digunakan sebagai panduan bagi editor, content creator, dan tim produksi digital dalam menghasilkan proses editing yang lebih terstruktur, menjaga continuity visual, mendukung efektivitas storytelling visual, serta membantu standarisasi produksi konten video pendek pada platform TikTok.

This final project was motivated by the absence of a documented editing workflow to serve as a guideline for the content editing process on the TikTok account @susumbokdarmiofficial. The editing process, which still relied heavily on the specific needs of each content piece and the editor’s personal preferences, resulted in a lack of standardization and the potential for inconsistent visual continuity. Therefore, this project aimed to develop a Three Match Cut-based Brand Generated Content (BGC) editing workflow as a systematic post production guideline to support visual continuity and visual storytelling in Susu Mbok Darmi’s TikTok content. The product developed is an editing workflow consisting of nine stages: acquisition, organization, review and selection, assembly, rough cut, fine cut, picture lock, finishing, and rendering and export. The workflow integrates the principles of matching the look, matching the position, and matching the movement throughout each stage of the editing process. The workflow was then implemented in eight main Brand Generated Content videos and four teaser videos published on the TikTok account @kita_kelana as the project’s implementation platform. The evaluation was conducted through content performance analysis, a survey involving 34 respondents, and professional practitioner validation. The evaluation results showed that the developed workflow achieved an overall average score of 5,45 out of 6, which falls into the very good category. All published content also received audience engagement in the form of views, likes, comments, shares, and saves. Furthermore, practitioner validation indicated that the developed workflow is relevant for supporting the production of soft-selling storytelling content while maintaining visual continuity in a more systematic manner. Based on these findings, the Three Match Cut-based Brand Generated Content editing workflow was successfully developed, implemented, and evaluated as an applied product. This workflow can serve as a practical guideline for video editors, content creators, and digital production teams in creating a more structured editing process, maintaining visual continuity, enhancing the effectiveness of visual storytelling, and supporting the standardization of short-form video production on the TikTok platform.