Open AccessMSMEs’ Strategy for Delivering Messages through TikTok Content
Author(s) -
M. Rifqi Fauzan Adyatma
Publication year - 2022
Publication title -
jurnal aspikom/jurnal aspikom
Language(s) - English
Resource type - Journals
eISSN - 2548-8309
pISSN - 2087-0442
DOI - 10.24329/aspikom.v7i1.996
Subject(s) - interview , business , competition (biology) , marketing , data collection , content analysis , content marketing , digital marketing , sociology , ecology , social science , anthropology , biology
Competition between large companies and small businesses such as Micro, Small, and Medium Enterprises (MSMEs) is unavoidable. Quoting from previous research, MSME actors lack knowledge, funding, and time which may hamper their marketing communications. Content marketing through TikTok is now an option. The purpose of this study was to determine the model of the message delivery strategy through TikTok carried out by MSME actors referring to the theory of new media and content creation elements. This research uses a qualitative approach with a case study method. Data collection was carried out by interviewing eight MSME actors who use TikTok as a means of marketing communication. The results show that the target market is Generation Z, the content presented focuses on trends, the communication style is carried out by indirect marketing with diverse content schedules, and customer engagement through comments is very important.