OPTIMASI ELEMEN AUDIO VISUAL UNTUK MENDUKUNG AWARENESS AKUN TIKTOK @PANTAU.TALKS PERIODE APRIL-JUNI 2026

The high level of competition for short-form video content on the TikTok platform increases the risk of messages being overlooked (clutter) by the audience, thereby limiting the achievement of digital media awareness. This final project aims to optimize the use of audiovisual elements to support awareness-building efforts on the TikTok account @pantau.talks during the period of April–June 2026. The project was carried out using the active participatory observation method, with the author serving as a Production Assistant responsible for studio operations, including lighting, camera framing, and audio management. The workflow began with pre-production, involving the creation of a technical breakdown and the setup of a teleprompter, followed by the production phase, which included implementing a two-point lighting setup with Keylight, Fill Light, and Backlight; Medium Close-Up (MCU) framing; and processing the vocal audio to ensure it was rich and clear. During the post-production phase, format alignment and evaluation of publication data were conducted. The optimization results showed a significant improvement in visual engagement and audience retention during the first five seconds (5-second marketing). Overall, the structured engineering of the studio’s audiovisual elements proved effective in creating an initial visual hook and maintaining the audience’s cognitive comfort to boost the account’s awareness metrics.
Keywords: 5-second marketing; audiovisual; awareness; production assistant; TikTok.

Tingginya tingkat persaingan konten video pendek di platform TikTok memicu risiko pengabaian pesan (clutter) oleh audiens, sehingga membatasi ketercapaian tingkat awareness media digital. Tugas Akhir ini bertujuan untuk mengoptimalkan penggunaan elemen audio visual dalam mendukung pencapaian awareness pada akun TikTok @pantau.talks periode April–Juni 2026. Pelaksanaan karya dilakukan melalui metode observasi partisipatif aktif dengan peran penulis sebagai Production Assistant yang bertanggung jawab pada pilar operasional studio, mencakup kategori tata cahaya, pembingkaian kamera, serta pengelolaan audio. Tahapan kerja diawali dari pra-produksi melalui penyusunan technical breakdown dan penyiapan prompter, dilanjutkan tahap produksi berupa penerapan skema pencahayaan dua titik dengan Keylight, Fill Light, Backlight, pembingkaian Medium Close Up (MCU), serta pengolahan audio vokal yang tebal dan bersih. Pada tahap pasca-produksi dilakukan penyelarasan format serta evaluasi data publikasi. Hasil optimasi menunjukkan peningkatan signifikan pada performa keterlibatan visual dan retensi audiens lima detik pertama (5 seconds marketing). Secara keseluruhan, rekayasa elemen audio visual studio yang terstruktur terbukti efektif membangun visual hook awal dan menjaga kenyamanan kognitif audiens untuk mendongkrak capaian awareness akun.

Kata Kunci: 5 seconds marketing; audio visual; awareness; production assistant; TikTok.