Social Media and the Race for Brand Awareness
Indonesia’s digital economy continues to grow alongside changing consumer behavior. Social media is no longer just a communication tool. It has evolved into a full marketing ecosystem that blends promotion, interaction, and community building.
Kolabo, an HR management application offering attendance tracking, payroll automation, project management, and secure team communication, entered a competitive market dominated by established platforms. According to the researchers, limited brand recognition pushed the company to focus on organic social media strategies rather than traditional advertising.
Instagram and TikTok were chosen as primary channels because of their strong appeal among young professionals and Gen Z users. The study shows that the right mix of content format and storytelling style can turn these platforms into powerful tools for brand recall.
The research used a qualitative case study approach focused on PT Langit Anantara Kreasi’s official Instagram and TikTok accounts. The authors analyzed social media posts published over several months and combined this with:
- In-depth interviews with Kolabo’s internal content strategists and sales leadership.
- Observations of posts, visuals, and captions.
- Engagement data, including views, likes, comments, and shares.
- Feedback from active Kolabo users.
This triangulated approach allowed the researchers to link content themes directly with audience response and brand awareness outcomes.
What Content Worked Best on TikTok
TikTok emerged as the strongest platform for expanding reach and visibility. Short videos lasting 15 to 60 seconds generated the highest engagement, especially when they reflected everyday workplace realities.
The most effective TikTok content included:
- POV videos showing HR frustrations with manual systems
- Storytelling clips using humor and trending sounds
- Microlearning videos explaining features like payroll or attendance in simple terms
One Kolabo content team member explained that the strategy avoids direct selling. Instead, videos start with common workplace problems before introducing Kolabo as a solution. This approach made the content feel relatable and shareable.
Data analysis showed that POV and storytelling videos received higher average views, likes, and shares than purely technical or demo-focused content. This confirms that emotional connection plays a key role in brand recall on TikTok.
The findings offer practical lessons for startups, SMEs, and B2B companies operating in digital markets:
- Brands should adapt content styles to each platform rather than reposting identical material.
- Story-driven communication helps technology products feel more human.
- Data-driven evaluation improves content performance over time.
- Educational content strengthens trust in complex digital services.
For policymakers and educators, the study underscores the importance of digital literacy and content strategy skills in modern business education.
Rikoh Gita Marfonda holds an undergraduate degree in communication studies and focuses on digital marketing and social media strategy.
RR. Siti Muslikhah, a lecturer at Universitas Islam Indonesia, specializes in digital communication, branding, and media studies.
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