SHORT VIDEO CONTENT STRATEGY TO INCREASE BRAND AWARENESS THROUGH DIGITAL MARKETING ON TIKTOK IN GENERATION Z
Keywords:
Brand Awareness, Tiktok, Generation Z, Short Video Content, Digital MarketingAbstract
The growth of social media platforms, particularly TikTok, has opened up a huge opportunity for brands to increase brand awareness among Generation Z, who have a unique preference for concise and creative visual content. This study aims to explore the effective short video content strategies in increasing brand awareness through digital marketing on TikTok in Generation Z, as well as the role of influencer collaboration and hashtag challenges in supporting these goals. The method used is descriptive qualitative research with data collection through literature studies that include scientific journals, articles, and related industry reports. The results of this study are expected to provide comprehensive insights into the optimization of short video content in digital marketing and strategies to attract Generation Z engagement on TikTok.
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