Format and Strategy of Content Creation of Food Reviewer on TikTok Platform

Abstract

The objectives of this study were to 1) Study the presentation patterns of food reviewers on the TikTok platform, 2) Study the communication strategies of TikTok food reviewers, 3) Study the attitudes of TikTok users towards the content of food reviewers on TikTok platform, 4) Study methods for effectively communicating content to food reviewers on TikTok platform. This study used a qualitative research methodology with a documentary research method from food reviewers' content on TikTok platform, totaling 9 pages. In-depth interviews were also conducted with 3 TikTok food reviewers, 1 academic who specializes in content creation on TikTok platform, and 10 TikTok users.

This study found that most of food reviewers on TikTok platform conduct content on their own, showing the appearance, variety, and cooking process of food. There are 2 different types of locations for filming content: restaurants or storefronts as well as house or studio filming. Food reviewers use informal language to make their audience's experience more entertaining and lively. It also uses presentation techniques such as editing techniques that alter the video by cutting, altering the speed of the footage using fast tempo and slow tempo, and using voiceovers, sound SFX, and music for sound effects. Food reviewers use graphical techniques that include typography, typography to describe clip titles, and typography to present the main message. As for the food reviewer's communication strategy on TikTok, they incentivize content within the first few seconds and engage viewers by highlighting their favorites, interactive comments, and live chat with their followers, and builds credibility through sincere and straight forward presentations. As for the attitudes of TikTok users, they are aware of food reviewers' content on “For You Page” a feed that recommend trendy videos or match the interest of TikTok users. Therefore, they often like, save and share their favorite content. The ways to communicate effective content for food reviewers on TikTok platform include 1) starting the content with an incentive, 2) concise, easy-to-understand, 3) attaching hashtags that align with the content, 4) honestly, 5) socially relevant information, 6) nice language, 7) videos editing techniques, 8) graphic techniques, and 9) action to opinions. Comments from TikTok users on food review content are positive, negative, and neutral.