STRATEGI TIKTOK SPECIALIST DALAM PROSES PRODUKSI KONTEN TIKTOK PADA AKUN @SUSUMBOKDARMIOFFICIAL

Abstract

This study examines the content production process and strategic role of the TikTok
Specialist in managing the @susumbokdarmiofficial account at PT. Sumoda Tama
Berkah (Susu Mbok Darmi). Using a qualitative descriptive approach through
observation, interviews, and active participation, the research analyzes how content
is produced across pre-production, production, and post-production stages based
on Gerald Millerson’s production theory. The findings show that the production
process is carried out through trend identification, reference selection, and daily
editorial planning, followed by flexible on-site recording using simple equipment and
continued with mobile-based editing through CapCut while maintaining consistent
visual identity. Beyond the production workflow, the study also reveals key
strategies implemented by the TikTok Specialist to enhance digital communication
effectiveness. These strategies include optimizing the editorial plan with additional
elements such as talent selection, reference links, and creative briefs; integrating
content with ongoing campaigns; collaborating with Key Opinion Leaders (KOL) to
strengthen brand credibility and expand audience reach; and utilizing TikTok
features like TikTok Go and location-based vouchers to increase engagement and
visibility. Despite challenges such as limited equipment, tight schedules, and
communication gaps, these issues are addressed through teamwork, adaptability,
and clear coordination. Overall, the combination of structured production workflow
and adaptive strategic approaches has proven effective in reinforcing brand
consistency, enhancing audience interaction, and supporting Susu Mbok Darmi’s
digital communication objectives on TikTok.