Framework Konten Situasi Komedi Berbasis Identitas Brand pada Konten TikTok Vitoza

Abstract

The rapid growth of TikTok as a social media platform has encouraged brands to adopt more creative and interactive digital marketing communication strategies. This study aims to design and implement a situational comedy content framework based on brand identity for Vitoza Madu Pahit through the TikTok account @busubangun12. The research employs an applied project approach, consisting of initial content analysis, framework design based on the DRAGONS model, implementation, and content performance evaluation. The results indicate that prior to the framework implementation, the content lacked structure and failed to effectively integrate the brand message. After implementation, the content became more systematic, featuring clear storytelling and the ability to convey messages implicitly through situational comedy and a soft-selling approach. In addition, audience engagement increased, as reflected in more active and relevant interactions. These findings suggest that humor can serve as an effective communication strategy when it is systematically designed and aligned with brand identity. Therefore, the proposed framework can be utilized as a practical guideline for producing strategic and sustainable digital content on TikTok.