Pemanfaatan Konten Video Pendek Buatan Pengguna Untuk Pertumbuhan Merek Digital UMKM Di Indonesia

Arya Budi Sutopo; Samhana Sarafina Masturoh

doi:10.52423/businessuho.v10i02.113

Authors

Arya Budi Sutopo Universitas Sahid Surakarta
Samhana Sarafina Masturoh Universitas Sahid Surakarta

DOI:

https://doi.org/10.52423/businessuho.v10i02.113

Abstract

User-generated short video content (UGC) has emerged as a transformative marketing strategy for micro, small, and medium enterprises (MSMEs) in Indonesia, facilitating substantial digital brand growth in an increasingly competitive landscape. This study aims to analyze the effectiveness of UGC on platforms such as TikTok and Instagram Reels in enhancing brand visibility, consumer engagement, and loyalty among Indonesian MSMEs. Using a qualitative approach through systematic literature review of 47 academic sources from 2015-2025, this research examines how UGC characteristics including authenticity, spontaneity, and relatability resonate with local consumers, particularly the younger demographic. The findings indicate that UGC significantly strengthens brand credibility through social proof and word-of-mouth marketing, with consumer trust levels reaching 92% compared to only 47% for traditional marketing content. Products featuring video UGC demonstrate conversion rates up to 161% higher than those without UGC, while UGC proves 6.9 times more cost-effective than brand-produced content. However, challenges persist including data utilization difficulties affecting 22% of small businesses, content generation consistency requirements, technical skill gaps, and platform algorithm dependencies. The study reveals that successful UGC implementation requires strategic planning encompassing challenges and contests, micro-influencer partnerships, multi-platform distribution, and social commerce integration. The study concludes that MSMEs must adopt proactive strategies to leverage UGC while enhancing digital literacy to remain competitive in Indonesia's digital economy, projected to reach $146 billion by 2025.

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