IMPLEMENTASI TEXT-TO-VIDEO ARTIFICAL INTELLIGENCE SEBAGAI STRATEGI CONTENT MARKETING TIKTOK UNTUK MEMBANGUN BRAND AWARENESS PADA INDUSTRI WATER TREATMENT
DOI:
https://doi.org/10.15575/jb.v5i2.58212Keywords:
Text-to-Video Artificial Intelligence, Framework Prompt Engineering, Content Marketing Tiktok, Brand AwarenessAbstract
Berkembangnya teknologi tuntutan perusahaan dalam memproduksi konten membutuhan efisiensi, kuantitas, serta kualitas video. Dalam pemanfaatan AI banyak digunakan perusahaan menganalisa bisnis, namun belum banyak produksi untuk konten. Inovasi baru PT Nico Indo Water Technology telah memanfaatkan Generatif Text-to-Video AI sebagai strategi brand awareness content marketing pada platform Tiktok. Penelitian ini dapat membantu perusahaan dalam proses produksi konten dengan efektif dan juga efisiensi tanpa memerlukan adanya talent. Penelitian ini menggunakan metode kualitatif studi kasus melalui observasi, wawancara semi-terstruktur pegawai digital marketing, dan dokumentasi. Hasil dari penelitian ini yaitu framework prompting yang terdiri dari tujuh komponen yaitu Content Objective, Brand Information, Target Audience, Content Strategy, Content Specification, Prompt Engineering, dan Human Evaluation. Demikian framework tersebut menghasilkan video AI yang lebih konsisten dengan suatu identitas merek, mengurangi revisi manual, dan dapat digunakan dengan berbagai tema konten. Penelitian ini berkontribusi pada pengembangan framework prompting khusus untuk implementasi Text-to-Video Ai pada strategi content marketing industri water treatment.
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