Analisis Video Editing Dalam Transformasi Strategi Produksi Konten TikTok Pada Brand Evernext
DOI:
https://doi.org/10.31980/fb4wcz51Keywords:
TikTok, video editing, Digital Communication, Social Media, relatable contentAbstract
Abstrak
Penelitian ini bertujuan untuk menganalisis transformasi praktik video editing dalam produksi konten TikTok pada brand Evernext, khususnya pada perubahan strategi produksi konten dari pendekatan hard selling menuju konten drama dan relatable. Penelitian menggunakan metode kualitatif dengan pendekatan deskriptif. Pengumpulan data dilakukan melalui observasi, wawancara, dokumentasi, dan studi pustaka selama kegiatan magang pada brand Evernext. Hasil penelitian menunjukkan bahwa perubahan strategi produksi konten TikTok memengaruhi proses video editing dalam tahap pascaproduksi, terutama pada penggunaan subtitle, sound effect, ritme visual, pemilihan hook, dan penyusunan percakapan dalam video. Konten dengan pendekatan drama dan relatable memperoleh tingkat engagement yang lebih tinggi dibandingkan konten hard selling karena dinilai lebih natural dan dekat dengan pengalaman sehari-hari audiens TikTok. Selain itu, pendekatan editing yang lebih sederhana membuat proses produksi konten menjadi lebih efisien dan konsisten. Penelitian ini menunjukkan bahwa editor konten media sosial tidak hanya berperan sebagai penyunting visual, tetapi juga menjadi bagian dari strategi komunikasi digital dalam membangun perhatian dan interaksi audiens pada platform TikTok. Hasil penelitian diharapkan dapat menjadi referensi dalam pengembangan strategi produksi konten digital dan komunikasi visual pada media sosial.
Kata Kunci: TikTok; video editing; komunikasi digital; media sosial; konten relatable
Abstract
This study aims to analyze the transformation of video editing practices in TikTok content production at Evernext brand, particularly in the shift of content production strategies from hard selling approaches to drama and relatable content. This research used a qualitative method with a descriptive approach. Data collection was carried out through observation, interviews, documentation, and literature study during the internship program at Evernext brand. The results showed that changes in TikTok content production strategies influenced the video editing process in post-production, especially in the use of subtitles, sound effects, visual rhythm, hook selection, and conversation arrangement in videos. Content using drama and relatable approaches gained higher engagement compared to hard selling content because it was considered more natural and closer to the daily experiences of TikTok audiences. In addition, simpler editing approaches made the content production process more efficient and consistent. This study indicates that social media editors not only function as visual editors but also become part of digital communication strategies in building audience attention and interaction on the TikTok platform. The results of this study are expected to serve as a reference for the development of digital content production strategies and visual communication on social media.
Keyword: TikTok; video editing; digital communication; social media; relatable content
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