Pendampingan Media Sosial Marketing dalam Mengenalkan Produk dan Meningkatkan Performa Promosi TikTok pada CV Avero Indonesia

Abstract

The use of social media as a digital marketing tool is increasingly important in supporting promotional activities and increasing company sales. However, unstructured social media management can reduce the effectiveness of delivering product information to the public. CV Avero Indonesia has utilized the TikTok platform as a promotional medium, but its management still requires optimization to increase promotional reach and audience engagement. This community service activity aims to implement social media marketing assistance in introducing products and analyzing its impact on increasing company sales. The method used is Participatory Action Research (PAR) through assistance that includes identifying initial conditions, developing content strategies, creating hooks, improving content production quality, developing content scripting, optimizing publications, and evaluating TikTok-based analytical data. Data was obtained through participatory observation, interviews, documentation, and analysis of TikTok account analytical data. The results of the activity show that the assistance is able to improve the quality of social media management in a more systematic and data-driven manner. This improvement is indicated by the increase in the number of views, engagement, watch time, completion rate, shares, saves, and account followers compared to the condition before the assistance. Optimizing the social media strategy also expanded promotional reach, strengthened product awareness, and supported increased sales of CV Avero Indonesia. Thus, social media marketing assistance is an effective strategy in optimizing a company's digital marketing.