Live streaming on TikTok has become a powerful marketing communication tool for local beauty brands in Indonesia. A new study published in the Indonesian Journal of Business Analytics reveals how Browie, a local eyebrow beauty brand, successfully uses TikTok Live Streaming to build brand awareness and strengthen audience engagement among young consumers. The research was conducted by Nurhasanah and Dedet Erawati from the Faculty of Social and Political Sciences at the University of Swadaya Gunung Jati, Indonesia.
The study highlights how digital technology has transformed modern marketing communication. Through live streaming, brands can interact directly with audiences in real time, creating stronger emotional connections and building trust more effectively than traditional advertising. TikTok Live Shopping, introduced in Indonesia in 2021, has accelerated this trend and changed how consumers discover and purchase products online.
Researchers focused on Browie, a local beauty brand specializing in eyebrow henna products. Originally known as “Brow Tint,” the brand rebranded to “Browie” in 2024 and now has more than 451,000 followers on TikTok. Browie actively uses TikTok Live Streaming to introduce products, educate audiences, and create direct conversations with viewers.
According to the study, Browie’s live streaming strategy goes beyond direct selling. Instead of aggressively pushing purchases, Browie uses live broadcasts as an interactive communication space where audiences can ask questions, discuss beauty concerns, and receive immediate responses from hosts. This two-way interaction was identified as one of the brand’s strongest advantages.
The researchers used a qualitative case study approach involving observations of the TikTok account @browie_official, in-depth interviews with Browie management, live hosts, and active viewers, as well as analysis of live streaming content and audience responses.
The findings revealed several important strategies used by Browie during live streaming sessions:
- Product demonstrations were consistently shown live to increase audience trust.
- Hosts used friendly, educational, and persuasive communication styles.
- Promotional campaigns included interactive themes, giveaways, discounts, and storytelling techniques.
- Real-time interaction encouraged viewers to stay longer and become emotionally connected with the brand.
- Consistent brand visuals and repeated brand mentions helped strengthen memory recall among audiences.
One of the most significant findings was the role of hosts during live broadcasts. Hosts acted not only as sales promoters but also as brand representatives who built relationships with viewers. Audiences reported feeling more comfortable and confident because hosts answered questions directly and explained product usage in simple language.
The study also found that Browie successfully strengthened three levels of brand awareness:
- Brand Recognition – audiences could easily identify Browie through its logo, product visuals, and consistent communication style.
- Brand Recall – viewers remembered Browie when thinking about eyebrow henna products because of repeated exposure during live streams.
- Top-of-Mind Awareness – Browie became one of the first brands audiences mentioned when discussing eyebrow beauty products.
Researchers concluded that live streaming is not merely a sales tool but an effective Marketing Public Relations strategy capable of building long-term relationships, audience trust, and sustainable brand awareness in the digital era.
Nurhasanah and Dedet Erawati emphasized that successful digital communication today depends heavily on authenticity and interaction. In Browie’s case, the ability to maintain natural conversations and emotional engagement during live streaming sessions helped the brand stand out in Indonesia’s increasingly competitive beauty industry.
The findings are considered important for local businesses and digital marketers seeking effective ways to compete in social commerce. As TikTok continues to grow as an e-commerce platform in Indonesia, brands that combine interactive communication with consistent brand storytelling may gain stronger audience loyalty and long-term visibility.
Author Profiles
- Nurhasanah- Universitas Gunung Jati
- Dedet Erawati-Universitas Gunung Jati
Research Source
Nurhasanah, & Erawati, D. (2026). Marketing Public Relations Live Streaming: Case Study on Building Brand Awareness for Browie Products. Indonesian Journal of Business Analytics (IJBA), Vol. 6 No. 2, April 2026, pp. 231–248.
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