<![CDATA[This study examines the content production process and strategic role of the TikTokSpecialist in managing the @susumbokdarmiofficial account at PT. Sumoda TamaBerkah (Susu Mbok Darmi). Using a qualitative descriptive approach throughobservation, interviews, and active participation, the research analyzes how contentis produced across pre-production, production, and post-production stages basedon Gerald Millerson’s production theory. The findings show that the productionprocess is carried out through trend identification, reference selection, and dailyeditorial planning, followed by flexible on-site recording using simple equipment andcontinued with mobile-based editing through CapCut while maintaining consistentvisual identity. Beyond the production workflow, the study also reveals keystrategies implemented by the TikTok Specialist to enhance digital communicationeffectiveness. These strategies include optimizing the editorial plan with additionalelements such as talent selection, reference links, and creative briefs; integratingcontent with ongoing campaigns; collaborating with Key Opinion Leaders (KOL) tostrengthen brand credibility and expand audience reach; and utilizing TikTokfeatures like TikTok Go and location-based vouchers to increase engagement andvisibility. Despite challenges such as limited equipment, tight schedules, andcommunication gaps, these issues are addressed through teamwork, adaptability,and clear coordination. Overall, the combination of structured production workflowand adaptive strategic approaches has proven effective in reinforcing brandconsistency, enhancing audience interaction, and supporting Susu Mbok Darmi’sdigital communication objectives on TikTok.]]>
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