Pembuatan Konten Edukasi TikTok Mypets Group Untuk Meningkatkan Awareness Audiens

This final project aims to create educational content using a soft-selling approach on the Mypets Group TikTok account to increase audience awareness. The theories applied include STP (Segmentation, Targeting, and Positioning), educational content, soft selling, TikTok as a digital marketing platform, and brand awareness. The research methods employed included observation, literature review, and hands-on practice during an industry internship as a social media specialist. The content creation process involved observation, developing an editorial plan, filming, editing, writing captions, obtaining approval, publishing, and evaluation using TikTok Analytics. The results included 63,300 post views, 537 profile views, 2,400 likes, 17 comments, and 210 shares. These results indicate that educational content using a soft-selling approach can support increased brand awareness and boost audience engagement on the Mypets Group TikTok account.
Keywords: educational content, soft selling, TikTok, brand awareness, Mypets Group

Tugas Akhir ini bertujuan membuat konten edukasi dengan pendekatan soft selling pada akun TikTok Mypets Group untuk meningkatkan awareness audiens. Teori yang digunakan meliputi STP (Segmentasi, Targeting, dan Positioning), konten edukasi, soft selling, TikTok sebagai media pemasaran digital, dan brand awareness. Metode pelaksanaan dilakukan melalui observasi, studi pustaka, dan praktik langsung selama Praktik Industri sebagai Social media specialist . Proses pembuatan konten meliputi observasi, penyusunan editorial plan, shooting, editing, pembuatan caption, approval, publikasi, dan evaluasi menggunakan TikTok Analytics. Hasil memperoleh 63,3 ribu post views, 537 profile views, 2,4 ribu likes, 17 komentar, dan 210 shares. Hasil tersebut menunjukkan bahwa konten edukasi dengan pendekatan soft selling dapat mendukung peningkatan awareness dan meningkatkan keterlibatan audiens pada akun TikTok Mypets Group.
Kata kunci: konten edukasi, soft selling, TikTok, brand awareness, Mypets Group