Analyzing Tiktok’s Content Marketing Strategy for Enhancing Customer Engagement in Indonesian MSMEs

Abstract: This study explores the role of TikTok’s content marketing strategy in building customer engagement for Indonesian SMEs through interviews with 23 SME Owners from various businesses. The result identifies key strategies that contribute to successful engagement on the platform. Findings indicate that TikTok’s interactive features, such as duets, challenges, and comments, significantly enhance customer engagement. The Circular Model of Some provides a structured approach for businesses to optimize their content strategy, emphasizing sharing, optimization, management, and engagement. Challenges include the unpredictability of TikTok’s algorithm, rapidly changing trends, and limited digital access in certain regions. The study concludes that leveraging TikTok’s interactive features and adapting to dynamic trends are crucial for businesses, content creators, and digital marketers in formulating effective social media strategies.

Content Marketing, MSMEs, Social Media, Customer Engagement, TikTok

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