THE IMPACT OF SHORT VIDEO DOMINANCE: CONTENT STRATEGY ON TIKTOK AND INSTAGRAM REELS IN MSMEs IN PALANGKA RAYA CITY

Abstract

The dominance of short video-based social media platforms, such as TikTok and Instagram Reels, has fundamentally changed the digital marketing landscape. Short video content offers a highly dynamic and easily digestible format, making it a potential tool for generating high consumer engagement. However, there is a lack of in-depth analysis regarding the characteristics of short video content that are most effective in driving specific engagement metrics. This study aims to analyze using a quantitative method and identify the most effective short video content strategies for boosting consumer engagement, particularly on the TikTok and Instagram Reels platforms. Engagement is measured through metrics such as likes, comments, shares, and save ratio. The research will initially use a qualitative case study method on three business accounts with high engagement levels across different industries. Data will be collected through in- depth observation of the visual characteristics, duration, narrative, and call-to-action (CTA) of the short video content uploaded. Thematic analysis will be used to cluster content elements that strongly correlate with high engagement levels. The results of this research are expected to provide a strategic framework and practical guide for digital marketers and business actors in designing short video content that can quickly capture audience attention and encourage deeper interaction. These findings will strengthen the understanding of how to utilize the interactive features of the short video format to maximize the performance of digital marketing campaigns.