PENGARUH KREATIVITAS KONTEN VIDEO TERHADAP KUALITAS TAYANGAN DAN ENGAGEMENT AUDIENS PADA PLATFORM TIKTOK

Tarangga Arsa Dewa; Dimas Umboro

Authors

Tarangga Arsa Dewa Ilmu Komunikasi, Universitas Bina Darma Author
Dimas Umboro Ilmu Komunikasi, Universitas Bina Darma Author

Keywords:

Content creativity, presentation quality, audience engagement, TikTok, video analysis, digital innovation

Abstract

This study aims to analyze the influence of video content creativity on the quality of presentations and the level of audience engagement on the TikTok platform. Video content creativity has become one of the main factors determining the success of a video in capturing viewers' attention, increasing interaction, and expanding audience reach. The creativity in question includes visual elements, narrative, music, effects, as well as innovation in message delivery that makes content more engaging and memorable. This study employs a descriptive and correlational quantitative method, with a sample of 50 popular videos from TikTok accounts that have at least 10,000 followers. Creativity measurement is conducted through indicators of visual variation, appropriate use of music, narrative creativity, and the application of visual effects. Meanwhile, presentation quality is measured based on message clarity, visual aesthetics, video flow consistency, and optimal duration, while audience engagement is measured through the number of likes, comments, shares, and viewer retention rate. The results indicate that content creativity has a positive and significant influence on presentation quality and audience engagement. This confirms that more creative videos not only provide a higher perception of quality for viewers but also encourage greater interaction in the form of comments, likes, and shares. These findings provide practical implications for TikTok creators and digital marketing professionals to emphasize innovation, originality, and creativity in every content production, thereby enhancing content performance and expanding audience reach. Additionally, this study opens opportunities for further research on specific creative strategies that are most effective for various audience segments or specific content types.

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