NET IDOL AND THE PRESENTATION OF COSMETIC PRODUCTS IN TIKTOK

Abstract

        The objective of this study is to examine the strategies employed by net idols on TikTok to advertise cosmetic products. The TikTok channel named Annda Makeup was selected as the subject of a case study. Utilizing purposive sampling, 81 VDOs with over 1,000 likes were chosen from the total footage shared between April 30th and November 21st, 2023. The data study incorporated the concept of employing persuasive advertising language and online sales technique. This paper presents the findings of the investigation in the form of descriptive analysis.

        The study findings reveal that the net idol employed two primary approaches to promote cosmetic products. The first approach involved the use of persuasive advertising language, focused on highlighting the key features of the products. This technique was frequently used, followed by the use of recommending language, referring to specialists, and providing information about product names, quality, and descriptions. The second approach involved communicating cosmetic products through online sales techniques, such as product presentation by reviewers or placement of products near reviewers, as well as product testing by reviewers to ensure the effectiveness of the products. Moreover, the study findings suggest that net idols serve as intermediaries between manufacturers and consumers. They possess the ability to craft persuasive language to capture customers' interest in products and employ online sales strategies to attract customers.