TikTok and Instagram Reels for Brand Awareness: A Case Study of Piana Cafe Medan
Keywords:
Short Video Content, Tiktok, Instagram Reels, Brand Awareness, Digital MarketingAbstract
Introduction/Main Objectives: The rapid growth of social media has transformed how businesses build brand awareness through digital marketing, with TikTok and Instagram Reels emerging as key channels for short video content. This study analyzes how short video content on these platforms contributes to building brand awareness at Piana Cafe Medan. Background Problems: Although many businesses actively use short video platforms, limited research has explored how content strategies are developed and implemented from managerial, content production, and customer perspectives within a local culinary business. Novelty: This study offers a qualitative case study integrating three perspectives, manager, social media specialist, and customer, to provide a comprehensive understanding of how short video content strengthens brand awareness in a local café. Research Methods: This research employed a qualitative case study approach. Data were collected through semi-structured interviews with the manager, the social media specialist, and a customer of Piana Cafe, supported by observation of the café's TikTok and Instagram accounts, and analyzed using thematic analysis and source triangulation. Finding/Results: The findings indicate that consistent content production, originality, storytelling, audience engagement, and adaptive use of social media trends significantly contribute to brand awareness, while alignment between online content and customers' actual experiences strengthens consumer trust and brand recognition. Conclusion: Short video content is an effective digital marketing strategy for enhancing brand awareness, offering practical insights for culinary MSMEs in developing sustainable and engaging social media marketing strategies.
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