Evaluasi dan Strategi Konten TikTok dalam Upaya Meningkatkan Brand Awareness dan Engagement di Bens Farm

Abstract

Bens Farm merupakan usaha peternakan yang memanfaatkan TikTok sebagai media pemasaran digital untuk meningkatkan jangkauan pasar, engagement, dan brand awareness. Pengelolaan akun TikTok Bens Farm masih menghadapi kendala berupa rendahnya tingkat engagement dan brand awareness, sehingga penelitian ini bertujuan menganalisis kondisi akun, menyusun strategi content marketing, serta mengevaluasi perubahan engagement dan brand awareness setelah penerapan strategi. Analisis data menggunakan SWOT, 7C Framework, engagement rate, dan paired sample t-test. Hasil penelitian menunjukkan bahwa pengelolaan akun TikTok Bens Farm masih memiliki kelemahan pada konsistensi identitas visual, pemanfaatan fitur TikTok dan pengelolaan konten. Penerapan strategi content marketing meningkatkan engagement rate berdasarkan views dari 0,19% menjadi 1,00%, engagement rate berdasarkan followers dari 0,37% menjadi 1,48%, serta nilai rata-rata brand awareness dari 32,85 menjadi 46,73. Hasil paired sample t-test menunjukkan nilai signifikansi sebesar 0,001 (<0,05), sehingga strategi content marketing yang diterapkan terbukti mampu meningkatkan engagement dan brand awareness pada akun TikTok Bens Farm.

Bens Farm is a livestock farming business that utilizes TikTok as a digital marketing platform to expand market reach, increase engagement, and enhance brand awareness. The management of Bens Farm's TikTok account has not yet achieved optimal levels of engagement and brand awareness. Therefore, this study aims to analyze the current condition of the account, develop a content marketing strategy and evaluate changes in engagement and brand awareness following the implementation of the strategy. Data were analyzed using SWOT analysis, the 7C Framework, engagement rate, and the paired sample t-test. The results indicate that the management of Bens Farm's TikTok account still has weaknesses in visual identity consistency, the utilization of TikTok features, and content management. The implementation of the content marketing strategy increased the engagement rate based on views from 0,19% to 1,00%, the engagement rate based on followers from 0,37% to 1,48%, and the average brand awareness score from 32,85 to 46,73. The paired sample t-test produced a significance value of 0,001 (<0,05), indicating that the implemented content marketing strategy significantly improved engagement and brand awareness on Bens Farm's TikTok account.