<![CDATA[This study examines how a micro, small, and medium enterprise (MSME), @segud.official, uses TikTok as a marketing communication environment and how content creativity, audience interaction, and platform analytics are combined in everyday practice. The study adopts a qualitative case-study design with descriptive analysis of platform performance indicators, content observation, semi-structured interviews, and a small audience survey. The observation covered the @segud.official TikTok account from 1 to 28 May 2025. The reported account metrics show growth in followers from 2,120 to 3,540, average views per video from 1,850 to 3,210, engagement rate from 4.2% to 7.8%, TikTok-attributed product sales from 120 to 298 units, and a reported 28% reduction in customer acquisition cost. Content analysis indicates three recurring strategic mechanisms: short-form audiovisual content linked to trends, responsive two-way interaction, and iterative use of analytics to adjust content timing and themes. Local cultural storytelling also appears as a mechanism for making product narratives more distinctive and relatable. Rather than treating the observed changes as causal evidence, the study interprets them as descriptive patterns within a bounded single case. The study contributes a context-sensitive framework for MSME TikTok marketing in which creative content, relational interaction, and data-informed adaptation operate as mutually reinforcing practices. The findings extend social media marketing research by connecting platform-specific affordances with the resource constraints and adaptive capabilities of Indonesian MSMEs.]]>
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