Study of the process of content creator YUEDPAO brand on the TikTok platform

Abstract

The objectives of this study are: To study the content creation process of the YUEDPAO brand on the TikTok platform and study the problems and obstacles in creating YUEDPAO brand content on the TikTok platform. This study used a qualitative study methodology through in-depth interviews with 3 Content Creators of the TikTok channel of the YUEDPAO brand. By conducting in-depth interviews or interviews until data saturation is achieved. The study found that the content creation process of the YUEDPAO brand on the TikTok platform followed the 3P process, starting from the planning process (Pre-Production), setting concepts and goals for communicating various issues such as product reviews, product launches, studying TikTok trends such as hashtags, songs, challenges, using data to create creative content that is consistent with the popularity (Trends) of the audience, as well as studying competitors, writing scripts, storyboards, preparing equipment, locations to make filming fast and efficient, filming process (Production), setting up scenes, lighting, arranging image composition, and creating various camera angles to attract viewers' interest, including the use of effects, TikTok features, sound effects, music, and voiceovers that are appropriate for the content. Editing and publishing process (Post-Production): Editing uses two applications: CapCut and InShot, including giving importance to the use of text, subtitles, animation. For music and sound effects, popular songs are chosen to increase the chances of being more accessible. In terms of publishing, posts are set up using captions, hashtags to help increase access to content, promote the brand, and data is analyzed to use the results to improve the content. Problems and obstacles in working are not being able to think of ideas, filming such as noise, insufficient light, editing takes a long time, unpopular content, problems in teamwork, solutions such as following trends, preparing equipment, developing editing skills. To be a good content creator, you must understand your target group, be creative, be consistent in producing content, use interesting storytelling techniques, interact with followers, be able to adapt to trends, and develop platforms to create quality and reliable content.