STRATEGI CREATIVE CONTENT DALAM MENINGKATKAN ENGAGEMENT AUDIENS PADA KONTEN FULL DAY SALE TRANSMART DI TIKTOK: STUDI KASUS TRANS MEDIA SOSIAL

Abstrak

This study investigates the mechanism of planning, production, and evaluation of creative content strategies aimed at optimizing audience engagement for Transmart’s Full Day Sale Campaign on TikTok. Employing a qualitative case study framework at Trans Media Sosia, the research integrates data from participant observation, semi-structured/in-depth interviews, documentation, and TikTok Studio Metrics. Key Stakeholders, including Creative Content officers and the Head of Production, provide primary insights, supplemented by Video Editors to ensure robust data triangulation. The result indicates that audience engagement is driven by a synergy of compelling opening hooks, narrative-driven storytelling, and soft-selling techniques, dynamic audiovisual, supported by fast-paced editing and viral auditory elements. Comparative findings suggest that content emphasizing relatability and conversational tones outperforms traditional promotional styles in attracting audience interaction. This reinforces the premise that the audience-centric narrative is superior to direct hard-selling in the short-video digital marketing landscape.

Kata kunci

• Attention economy
• Audience engagement
• Creative Content
• Soft selling
• Strategi Creative Content
• TikTok marketing