TikTok and B2B Branding: A Creative Approach to Video Marketing Insights from a Digital Agency Study

Matthew Matthew, Theresia Lavietha Vivrie Lolita

Abstract


The rapid development of technology and severe contention among businesses urge business-to-business (B2B) organizations to address this by presenting company values through short video marketing on innovative social media platforms. This research aims to discover how B2B companies—in this case, a TikTok Indonesia Partner Award for a creative digital marketing agency—build brand awareness through video marketing strategies on TikTok. This study employed a qualitative descriptive method and approach by collecting interview data with the managers responsible for content creation, optimal strategy creation handling, and social media activation of the TikTok account (“@doxadigital”). From the point of view of the video marketing concept, the study shows that the company used video marketing in a planned and appropriate way at all stages, including planning, production, and activation. This was based on the idea of a video marketing strategy. The study also shows that B2B companies that use video marketing do best when they get paid views. However, more research is needed to determine how B2B companies define themselves by optimizing different parts of their content and changing how they connect with stakeholders in the digital communication generation.

Abstrak
Dalam konteks persaingan bisnis yang semakin intensif dan kemajuan teknologi yang cepat, organisasi bisnis-ke-bisnis (B2B) dituntut untuk proaktif dalam mempromosikan nilai-nilai perusahaan melalui strategi pemasaran video singkat di platform media sosial inovatif. Penelitian ini bertujuan untuk mengungkap bagaimana perusahaan B2B—khususnya, penerima Penghargaan Mitra TikTok Indonesia dari sektor agensi pemasaran digital kreatif—mengembangkan kesadaran merek melalui strategi pemasaran video di TikTok. Dengan menerapkan pendekatan deskriptif kualitatif, penelitian ini mengumpulkan data melalui wawancara dengan manajer yang memiliki tanggung jawab dalam kreasi konten, pengelolaan strategi optimal, dan aktivasi media sosial pada akun TikTok “@doxadigital”. Melalui lensa kerangka kerja pemasaran video, hasil studi menunjukkan bahwa perusahaan telah menerapkan pemasaran video secara terencana dan tepat pada setiap tahapan, mulai dari perencanaan, produksi, hingga aktivasi, sesuai dengan prinsip strategi pemasaran video. Studi ini juga menemukan bahwa perusahaan B2B yang memanfaatkan pemasaran video mendapatkan hasil terbaik ketika mengimplementasikan tayangan berbayar. Namun, penelitian lebih lanjut diperlukan untuk mengeksplorasi bagaimana perusahaan B2B mendefinisikan identitas mereka dengan mengoptimalkan berbagai aspek konten dan mengubah cara interaksi dengan pemangku kepentingan di era komunikasi digital saat ini.

Keywords


perusahaan B2B, strategi pemasaran video, TikTok, kesadaran merek, komunikasi digital

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References


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DOI: https://doi.org/10.36914/jikb.v9i2.1078

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