Penguatan Pemasaran Digital UMKM Melalui Pelatihan Perencanaan dan Produksi Konten TikTok

Abstract

For some MSME operators, digital promotion remains sporadic—lacking a foundation in target audience analysis or content calendars—and fails to consistently leverage the unique nature of short-form video and analytics. This activity aimed to strengthen the capacity of MSME operators within the MAPAN group in Pancoran Mas District, Depok City, to plan and produce relevant, authentic, and measurable TikTok content. Held on June 2, 2026, the program comprised a needs assessment, material preparation, interactive lectures, video structure demonstrations, discussions, Q&A sessions, reflection, and qualitative evaluation. Participants gained an understanding that content should stem from customer pain points and product benefits; they learned the "hook–body–proof–call to action" structure, were encouraged to create content calendars, and became familiar with metrics such as reach, watch time, engagement, follower growth, and conversion. Discussions highlighted the need to consistently test various formats and align content analytics with communication and sales objectives. While the training established an initial framework for content-based marketing, quantitative impact could not be determined due to the absence of standardized pre- and post-tests.