Pembuatan Konten Visual Carousel Berbasis Strategi Storytelling Narrative Untuk Meningkatkan Engagement Pada Tiktok @Thalassa_kids

Abstrak

Media sosial TikTok menjadi salah satu platform komunikasi pemasaran yang
dimanfaatkan oleh berbagai brand, termasuk akun TikTok @thalassa_kids. Namun,
performa engagement akun tersebut masih belum optimal karena konten yang
dipublikasikan cenderung bersifat informatif dan belum menerapkan pendekatan
storytelling. Penelitian ini bertujuan untuk mengetahui kondisi awal engagement,
merancang konten visual carousel berbasis strategi storytelling narrative, serta
menganalisis perubahan performa engagement setelah implementasi. Penelitian ini
menggunakan metode penelitian deskriptif dengan pendekatan project based
research melalui tahapan pra produksi, produksi, dan pasca produksi. Hasil
penelitian menunjukkan bahwa setelah implementasi konten visual carousel
berbasis storytelling narrative terjadi peningkatan pada indikator engagement,
meliputi views, likes, comments, shares, saves, dan pertambahan followers
berdasarkan data TikTok Insight. Temuan penelitian mengindikasikan bahwa
penerapan storytelling narrative berkontribusi terhadap peningkatan performa
engagement, meskipun hasil tersebut juga dapat dipengaruhi oleh faktor lain, seperti
algorithm platform, waktu unggah, dan karakteristik konten.

TikTok has become one of the most widely used social media platforms for
marketing communication, including by the TikTok account @thalassa_kids.
However, the account's engagement performance remained suboptimal because its
published content was primarily informative and had not yet adopted a storytelling
approach. This study aims to identify the initial engagement condition, develop
visual carousel content based on a storytelling narrative strategy, and analyze
changes in engagement performance after its implementation. This study employed
a descriptive research method with a project-based research approach, consisting
of the pre-production, production, and post-production stages. The findings
indicate that the implementation of storytelling-based visual carousel content was
followed by improvements in several engagement indicators, including views, likes,
comments, shares, saves, and follower growth, based on TikTok Insight data. These
findings suggest that the implementation of the storytelling narrative strategy
contributed to improving engagement performance, although the results may also
have been influenced by other factors, such as the TikTok algorithm, posting time,
and content characteristics.