The Presentation Content of Beauty Influencers on TikTok and the Media Literacy Approach of Digital Audiences

Abstract

This research aimed to study the presentation format of the video content of popular beauty influencers on the TikTok platform using a qualitative research method. The results of the research found that the presentation format of the video content of the 8 popular beauty influencer channels on the TikTok platform mainly focused on makeup, cosmetic reviews, and product names. Most of the beauty influencer video clips had only one content creator, the channel owner, presenting content that focused on the face of the channel owner along with presenting the cosmetic products that they used in the video clip. They used informal language to increase the fun. In terms of presentation techniques, they used a cut-and-drag editing technique and did not use their own voiceover. They did not change their voices. They used music in the form of melodies and no lyrics. They also used graphic techniques and used text to accompany the speech, allowing viewers to clearly access information about the product. They used text to explain the clip title, allowing viewers to quickly understand the content to be presented. The guidelines for effective content communication by beauty influencers on the TikTok platform include: 1. Starting the content with something appealing 2. Short, concise, and easy-to-understand content 3. Using hashtags that are relevant to the content 4. Presenting content that is factual 5. Presenting content that is trending on social media 6. Beauty influencers use friendly language. The analysis results also reflect the need to promote media literacy among viewers, especially youth, so that they can distinguish advertising content and develop skills in using digital media safely and creatively.