ANALYSIS OF STRATEGY CONTENT MARKETING ON TIKTOK ACCOUNT (@arraniascarves)

Abstract

TikTok is a social media platform that focuses on creating and sharing short videos. TikTok allows users to create short videos that can be filled with various creative content. TikTok's main feature is an intelligent algorithm that adapts the content displayed on users' homepages based on their preferences and behavior. Marketing using video content on TikTok can be an effective strategy to reach a wider audience and engage actively on the platform. Marketing with video content on this platform can be an effective way to build brand awareness and engage with your target audience. The video content created by AraniaScarves consists of introducing the hijab and perfume product series in a fun way as well as creating video content that shows how to use the products. When promoting on social media such as TikTok, you need relevant and popular hashtags to increase searches, linking to relevant or similar content because using hashtags can increase the effectiveness of the general public in finding out about ArraniaScarves products. Hashtags used in promotional video content on ArraniaScarves #hijab, #hijabfashion, #scarves, #hijabvoalpremium, #hijabprinting, #hijabmotif, #hijabstory. ArraniaScarves promotional video content on TikTok has succeeded in attracting the attention of female users in the 18-24 year age range. TikTok users show high interest in videos uploaded with an attractive appearance and using good templates to promote products from ArraniaScarves. The dominant viewing time was around 1.7 seconds, indicating that brief flashes are very important in capturing the audience's attention. Demographic analysis shows that the majority of viewers come from Indonesia, with the majority from the city of Jakarta. This provides valuable insight for sellers to direct marketing strategies more specifically and relevantly towards the most responsive markets. Viewer and interaction data such as the number of likes shows the difference between each uploaded video content, so sellers can continuously optimize the performance of their promotional video content, identify ongoing trends, and even develop innovative ideas based on the response received. With the data analysis provided by TikTok, sellers can take appropriate steps to strengthen their marketing campaigns and increase the success of ArraniaScarves product promotions on this platform.