Strategi Content Marketing untuk Meningkatkan Customer Engagement TikTok Melookal

Abstract

TikTok Melookal telah menerapkan content marketing dengan performa engagement rate TikTok sebesar 13,2%. Namun, engagement rate TikTok Melookal mengalami penurunan signifikan setiap tahunnya. Penelitian ini bertujuan untuk mengidentifikasi karakteristik dan persepsi audiens, eksisting penerapan content marketing, hubungan content marketing terhadap ustomer engagement, serta membuat rekomendasi strategi content marketing untuk mengoptimalkan customer engagement TikTok Melookal. Hasil penelitian menunjukkan bahwa audiens TikTok Melookal didominasi oleh perempuan muda yang menyukai konten informatif dan mudah dipahami sehingga membentuk rasa senang bagi audiens untuk berinteraksi dengan TikTok Melookal. Content marketing terbukti berperan signifikan dalam meingkatkan customer engagement. TikTok Melookal direkomendasikan untuk menerapkan startegi konten visual dan narasi yang sederhana, mengunggulkan konten informatif dan interkatif, penerapan konten dengan distinctive brand asset serta penerapan call to action.

TikTok Melookal has implemented content marketing, achieving a TikTok engagement rate of 13.2%. However, TikTok Melookal’s engagement rate has experienced a significant decline each year. This study aims to identify audience characteristics and perceptions, examine the existing implementation of content marketing, analyze the relationship between content marketing and customer engagement, and provide recommendations for content marketing strategies to optimize customer engagement on TikTok Melookal. The results show that TikTok Melookal’s audience is predominantly young women who prefer informative and easy-to-understand content, which creates a sense of enjoyment and willingness to interact with TikTok Melookal. Content marketing has been proven to play a significant role in increasing customer engagement. TikTok Melookal is recommended to implement strategies featuring simple visuals and narratives, focus on informative and interactive content, incorporate distinctive brand assets, and utilize clear calls to action.