Analisis Strategi Content Marketing Berbasis Video Pendek (Reels/Tiktok) dalam Meningkatkan Brand Awareness Jus Antara di Karawang

Dini Yani; Dexi Triadinda; Zenita Apriani

doi:10.30640/jmcbus.v4i4.7334

Authors

Dini Yani Universitas Buana Perjuangan Karawang
Dexi Triadinda Universitas Buana Perjuangan Karawang
Zenita Apriani Universitas Buana Perjuangan Karawang

DOI:

https://doi.org/10.30640/jmcbus.v4i4.7334

Keywords:

Brand awareness, Content marketing, Instagram Reels, Short-form video, TikTok

Abstract

Short-form video-based social media has changed how micro, small, and medium enterprises communicate brands from product-oriented promotion to fast, visual, interactive, and audience-relevant storytelling. This study aims to analyze short-form video content marketing strategies on TikTok and Instagram Reels in increasing the brand awareness of Jus Antara in Karawang. The study uses a descriptive qualitative approach with a case study design. Data are planned to be collected through social media content observation, engagement metric mapping, interviews with the business owner or social media manager and consumers, and literature review. The analysis focuses on content pillars, visual hooks, storytelling, audio trends, local hashtags, posting schedules, platform characteristics, and brand awareness indicators consisting of exposure, recognition, recall, and top of mind. The discussion indicates that Jus Antara needs a balanced strategy combining attractive product visualization, local Karawang storytelling, light educational content, customer testimonials, user-generated content, and consistent publishing. The implication of this study is a practical content marketing framework that can help local culinary MSMEs optimize short-form videos to strengthen visibility, customer engagement, and competitiveness in the digital marketplace.

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