รูปแบบและกลยุทธ์การสร้างเนื้อหาของนักรีวิวอาหารบนแพลตฟอร์ม TikTok

บทคัดย่อ

Objectives of this research are 1) to study the format of content creation of food reviewer on TikTok platform. 2) to study the strategy of content creation of food reviewer on TikTok platform. 3) to study the attitude of TikTok’s user towards the content of food reviewer on TikTok platform. 4) to study communication guidelines of effective content of food reviewer on TikTok platform. The study used the qualitative research approach by using documentary research for analyzing contents of 9 food reviewers. Moreover, this research collected data by Interviewing with 3 food reviewers, 1 specialist in creating content on TikTok platform and 10 TikTok’s users.

The result of this research found that food reviewers present content in a friendly manner through language, gesture and personality. Food reviewers attract viewers by opening interesting footage in the early second of the video. For building participation, they present what the audience likes, and talk with followers through comment and live. Food reviewers also build credibility by presenting honestly and straightforward. Moreover, they need to aware of social issues in order not to affect the image in long term. For TikTok’s user, food reviewer’s content is perceived through For You Page of platform. They like food reviewer who are entertaining and present quality information. Therefore, TikTok’s user often like, save and share their favorite content. The researcher was able to summarize the guidelines for creating food review content on TikTok platform with the ‘SHORTS strategy’, consisting of 1) S – Short 2) H – Hit to the point 3) O - Order 4) R - Reality 5) T – Trendy 6) S- Social Responsibility