Building Consumer Engagement through Video Content Marketing on Tiktok: A Quaitative Study of Viral Brand Strategies

This research uses a qualitative method that aims to understand how content marketing strategies through TikTok video uploads can influence consumer engagement and whether consumers decide to make purchases on the TikTok platform. This research uses an analytical descriptive approach, which intends to explain existing phenomena and analyze data obtained from various sources. These sources are used to identify patterns, relationships or trends that may emerge in video content. Data sources were obtained from journal articles and other relevant literature such as websites that provide info on how to strategize in creating viral content, and studies on consumer engagement in video marketing. The purpose of conducting this journal review was to gather relevant data to support the articles and ensure alignment with the research topic. The data collected was used to build a comprehensive understanding of the topic under study. Additionally, this research is centered in Indonesia, given the large number of TikTok users in the country. Moreover, Video Content Marketing is an important part of marketing strategy, beneficial for businesses to increase consumer engagement, enhance brand image, and drive audience purchase intent. This research is expected to contribute to marketers to utilize TikTok effectively in achieving consumer engagement. From a practical side, the study results can provide guidance for other brands in designing TikTok campaigns. The geographical limitation of this research is that the research focus is only in Indonesia, not representing TikTok users globally due to different social and cultural factors.