CREATIVE PROCESS ANALYSIS IN KLEI & CLAY'S DIGITAL BRANDING ON TIKTOK SOCIAL MEDIA

Abstract

TikTok is a music video-based social media that facilitates their own creative short music videos. For You Page, or FYP, is one of TikTok's superior features on its homepage. Various kinds of creative content displayed through this feature will attract the audience's attention to allow users to become popular and have many followers or followers. The popularity of TikTok continues to increase, making TikTok have 3 billion downloads in 2021 through the iOS and Android platforms. Through the attractive features and popularity of TikTok, this social media is used as a place to carry out digital branding activities by product and service brands, especially the facial care category, namely Klei & Clay. The purpose of this research is to find out the creative process that Klei & Clay went through in shaping their digital branding on TikTok. This research was conducted because there has never been a discussion about the creative process in shaping Klei & Clay's digital branding on TikTok. New media theory, digital branding theory, and creativity theory are the theories used and become the reference in this research. This research is descriptive qualitative research where the author uses a case study as a research method. In-depth interviews with 2 sources carried out the data collection technique, documentation and literature study. The study results explain what creative processes are passed on TikTok social media and the critical role of the creative process in the formation of Klei & Clay's digital branding. There are four stages of the creative process in building digital branding on TikTok, these stages consisted of the preparation, incubation, illumination and verification stages.