DOI of the published article https://doi.org/10.61796/icossh.v2i2.440
Analysis of @alenavds Content Strategy in Fashion Product Marketing on the TikTok Platform
Analisis Strategi Konten @alenavds Dalam Pemasaran Produk Fashion di Platform TikTok
DOI:
https://doi.org/10.21070/ups.9870Keywords:
TikTok, Content Strategy, TikTok Shop, Digital MarketingAbstract
TikTok, as a short-form video platform, has become one of the most influential social media platforms in shaping consumption trends, particularly among Generation Z. This phenomenon is due to the success of the content marketing strategies employed by content creators on the TikTok platform. This study aims to analyze the content strategies used by the TikTok account @alenavds in marketing fashion products. This study uses a qualitative approach with content analysis methods on video content and maximal feature utilization. The results show that the content strategies implemented by @alenavds include unboxing videos, mix & match outfits, utilization of the bio link and yellow basket features, as well as personal storytelling that builds closeness with the audience. This strategy is effective in shaping personal brand image and encouraging impulsive buying behavior on the TikTok platform using Content Marketing Theory.
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