Harnessing Facebook Promotional Video on Food Tourism for Micro Businesses

This study explores the impact of Facebook promotional videos on enhancing marketing strategies for micro-businesses in the food tourism industry, focusing on Niq’s Kusina, a small-scale food business. Using a mixed-method approach that integrates key informant interviews and customer engagement surveys, the research examines the role of storytelling, aesthetic consistency, and targeted marketing in building brand awareness and fostering audience engagement.Results reveal that promotional videos significantly influence customer perceptions by leveraging emotional storytelling and culturally resonant themes, particularly nostalgia, to connect with target demographics. The study highlights the importance of strategic video production across pre-production, production, and post-production phases to achieve optimal results.Findings underscore the potential of social media platforms like Facebook as transformative tools for micro-businesses in the competitive digital landscape of food tourism. Recommendations are provided to optimize video marketing strategies and enhance brand visibility, offering valuable insights for practitioners and academics alike.