FAKTOR-FAKTOR YANG MEMPENGARUHI KEBERHASILAN STRATEGI KONTEN LIFESTYLE DI FOR YOUR PAGE (FYP) : STUDI PADA CONTENT CREATOR LIFESTYLE DI TIKTOK

TikTok is one of the dominant social media platforms in Indonesia. The appearance of content on the For You Page (FYP) page is the main goal for content creators on the platform. This study aims to analyze what are the factors that influence the opportunity for lifestyle content creators to enter FYP.

This research uses a qualitative approach in which there is a content analysis method on five lifestyle content creator accounts nominated for the 2023 TikTok Awards. Data is obtained through documentation of content published by content creators and analysis of patterns of use of the lifestyle category within a certain period of time.

The results show that content creators who are able to maintain content characteristics and message delivery, are consistent in choosing and presenting certain content categories, use the utilization of platform features such as hashtags and music trends, and collaborate with other creators who have similar interests will maintain their content to continue to appear on For your Page (FYP) in accordance with the preferences of the lifestyle category audience. Audiences with these preferences will remain and provide loyalty as long as the content created by content creators is consistent and in accordance with the lifestyle category they choose.

In addition, this research is in line with the concept of content marketing, where content creators need to create interesting content and distribute it with the right content.