Pemanfaatan Owner Generated Content sebagai Strategi Peningkatan Engagement Audiens pada Akun TikTok Owner Deviena Skincare

Alfiyani Aisyah; Himawan Ardhi Ristanto; Imam Budi Prasetyo

doi:10.54259/mukasi.v5i3.7722

Authors

Alfiyani Aisyah Universitas Harkat Negeri, Indonesia
Himawan Ardhi Ristanto Universitas Harkat Negeri, Indonesia
Imam Budi Prasetyo Universitas Harkat Negeri, Indonesia

DOI:

https://doi.org/10.54259/mukasi.v5i3.7722

Keywords:

Owner Generated Content, TikTok, Audience Engagement, Digital Marketing Communication

Abstract

The rapid development of social media has transformed digital marketing communication practices, particularly through TikTok as an interactive and visually oriented platform. In the current digital environment, audiences tend to prefer authentic and personalized content over conventional promotional messages. One communication strategy that has gained increasing attention is Owner Generated Content (OGC), which refers to content created and delivered directly by the brand owner. This study aims to analyze the utilization of Owner Generated Content as a strategy to increase audience engagement on the TikTok account of Deviena Skincare’s owner. This research employs a qualitative approach using a case study design. Data were collected through cyber observation, documentation, and analysis of audience engagement indicators, including likes, comments, and shares. The research focused on ten TikTok contents with the highest engagement levels during the January–April 2026 period. The findings reveal that OGC effectively enhances audience engagement through authentic communication, personal storytelling, educational content, business transparency, and direct interaction with followers. The owner’s presence as the primary communicator creates emotional connections, strengthens audience trust, and humanizes the brand. Furthermore, content characterized by authenticity and interactivity generates organic engagement that supports content visibility within TikTok’s algorithmic ecosystem. The study concludes that Owner Generated Content is an effective digital marketing communication strategy for increasing audience engagement and strengthening the brand image of local skincare businesses.

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