Musik Viral dalam Peningkatan Brand Awareness pada Konten TikTok

Afifah Shafa Haura, Daniel de Fretes, Kustap Kustap

Abstract


Di era digital dan perkembangan media sosial, TikTok menjadi platform yang populer untuk berbagi konten kreatif dalam pemasaran digital. Penelitian ini berfokus pada pemanfaatan musik viral sebagai elemen kunci dalam mencapai daya tarik pada konten TikTok. Penelitian ini bertujuan untuk mengeksplorasi dan menganalisis upaya meningkatkan Brand Awareness pada konten TikTok yang dihasilkan oleh Widya Robotics melalui penggunaan musik viral. Brand Awareness bertujuan untuk menggambarkan keberhasilan pemasaran dari segi eksposur dan interaksi audiens terhadap merek. Konten diunggah pada akun TikTok Widya Robotics dengan penulis sebagai divisi Social Media Specialist. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus tunggal yaitu studi tentang kekhususan dan kompleksitas suatu kasus, untuk memahami aktivitasnya dalam keadaan penting. Hasil penelitian menunjukkan bahwa pemanfaatan musik viral secara efektif dapat meningkatkan Brand Awareness konten TikTok Widya Robotics. Terjadi peningkatan yang signifikan dalam jumlah tampilan, interaksi, dan keterlibatan audiens setelah implementasi strategi ini.

Kata kunci: musik viral, brand awareness, tiktok, media sosial


Abstract

Viral Music in Enhancing Brand Awareness on TikTok Content. In the digital era and the development of social media, TikTok has become a popular platform for sharing creative content in digital marketing. This research focuses on utilizing viral music as a key element in achieving traction on TikTok content. This research aims to explore and analyze efforts to increase Brand Awareness on TikTok content produced by Widya Robotics through the use of viral music. Brand Awareness aims to describe marketing success in terms of audience exposure and interaction with the brand. The content is uploaded on Widya Robotics' TikTok account with the author as the Social Media Specialist division. This research uses a qualitative method with a single case study approach, which is a study of the specificity and complexity of a case, to understand its activities in important circumstances. The results showed that effective utilization of viral music can increase Brand Awareness of Widya Robotics' TikTok content. There was a significant increase in the number of views, interactions, and audience engagement after the implementation of this strategy.

Keywords: viral music, brand awareness, tiktok, social media


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References


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DOI: https://doi.org/10.24821/ekp.v13i2.14266

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