Peran Content Specialist dalam Pengembangan Konten Promosi Digital Turubed melalui Media Sosial TikTok
DOI:
https://doi.org/10.67142/edutik.v6i2.344Keywords:
Content marketing, content specialist, TikTok, UGC, engagementAbstract
Penelitian ini dilatarbelakangi oleh perkembangan teknologi digital yang mengubah strategi komunikasi pemasaran melalui media sosial, khususnya TikTok sebagai platform video pendek yang interaktif. Konten digital menjadi elemen utama dalam membangun engagement audiens, sehingga peran Content Specialist menjadi penting dalam pengelolaan strategi konten. Penelitian ini bertujuan untuk menganalisis peran Content Specialist dalam pengembangan konten promosi digital di TikTok pada Turubed, meliputi perencanaan, produksi, publikasi, dan evaluasi konten. Metode yang digunakan adalah kualitatif deskriptif melalui observasi, wawancara, dan dokumentasi dengan keterlibatan langsung sebagai intern. Hasil penelitian menunjukkan bahwa Content Specialist berkontribusi signifikan dalam meningkatkan performa konten melalui strategi pilar konten, pemanfaatan tren, serta pendekatan storytelling dan user generated content (UGC). Konten UGC terbukti memiliki tingkat engagement tertinggi meskipun jumlah produksinya terbatas. Selain itu, evaluasi berbasis data insight menjadi faktor penting dalam pengembangan strategi konten. Kesimpulan menunjukkan bahwa keberhasilan konten ditentukan oleh keseimbangan antara kreativitas, analisis data, dan konsistensi strategi.
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