PERANCANGAN KONTEN TIKTOK @visionprimeofficial UNTUK MENINGKATKAN AWARENESS PROGRAM ON-AIR VISION PRIME

The rapid development of digital technology has shifted audience preferences from conventional television to digital platforms, including Over-The-Top (OTT) services. Vision Prime emerges as one of the OTT channels broadcasting on-air
programs from RCTI, GTV, MNC TV, as well as original content from Vision+. As a newcomer in the OTT industry, Vision Prime faces challenges in optimally building awareness of its on-air programs. Based on this problem, this study aims
to design a content strategy for the TikTok account @visionprimeofficial using the AISAS theory as the foundation of its digital communication strategy to increase
awareness of Vision Prime’s programs. Data collection methods used in this study include interviews, observation, and literature review. The results of the study indicate a significant increase in awareness compared to the previous period, as evidenced by the growth in views, followers, and profile visits. These findings emphasize the importance of creating content that resonates with the audience and managing social media professionally and consistently to support sustainable awareness growth.

Perkembangan teknologi digital yang pesat telah mendorong pergeseran preferensi audiens dari televisi konvensional ke platform digital, termasuk layanan Over-The-Top (OTT). Vision Prime hadir sebagai salah satu channel OTT yang
menayangkan program on-air unggulan dari RCTI, GTV, MNC TV, serta original series Vision+. Sebagai pendatang baru di industri OTT, Vision Prime masih menghadapi tantangan dalam membangun awareness yang optimal terhadap tayangan programnya. Berdasarkan permasalahan tersebut, penulisan ini bertujuan merancang strategi perancangan konten TikTok @visionprimeofficial dengan teori AISAS sebagai landasan strategi komunikasi digital untuk meningkatkan awareness tayangan program Vision Prime. Metode pengumpulan data yang
digunakan meliputi wawancara, observasi, dan studi pustaka. Hasil penelitian menunjukkan adanya peningkatan awareness yang sangat signifikan dibandingkan periode sebelumnya, terlihat dari peningkatan views, followers, dan kunjungan profil. Temuan ini menegaskan pentingnya perancangan konten yang relevan dengan audiens serta pengelolaan media sosial yang konsisten.