<![CDATA[TikTok has become a strategic platform in digital marketing, particularly for thetourism industry targeting Generation Z and millennial audiences. This studyanalyzes the social media branding strategy of Taman Impian Jaya Ancol on TikTok,identifies supporting and inhibiting factors, and formulates strategicrecommendations to enhance brand awareness and engagement. The studyemployed a qualitative approach using a single case study strategy, supported byparticipant observation during a four-month internship, semi-structured interviewswith two key informants, content documentation, and account analytics data from@ancoltamanimpian. Data were analyzed using the interactive model of Miles,Huberman, and Saldaña. The findings reveal that 90.6% of account traffic originatedfrom the For You Page (FYP), highlighting the dominance of TikTok’s interest graphalgorithm. The POV Anak Magang campaign emerged as the most effective content,generating an average engagement rate of 4.38%, significantly exceeding theaccount average. Key supporting factors include the FYP algorithm, diversified POVcontent formats, and cross-divisional collaboration. Meanwhile, inhibiting factorsinclude limitations in using trending audio due to copyright compliance, the tensionbetween trends and brand identity, and audience retention asymmetry. The studyconcludes with seven content strategy recommendations focused on human-centered storytelling, audience retention, and amplification through momentum-based events.]]>
