Storytelling and Live Streaming-Based Content Marketing Strategy to Enhance Brand Awareness and Consumer Engagement: A TikTok Case Study of Ikan Roa Dapoer Tante Kuko

Ria Susanti Bawole; Ratnawati Prayogi; Audrey G.D. Tangkudung

doi:10.63922/ijebir.v5i05.6023

Ria Susanti Bawole Master of Management Program, Faculty of Economics, Institut Bisnis dan Multimedia ASMI, Jakarta, Indonesia
Ratnawati Prayogi Master of Management Program, Faculty of Economics, Institut Bisnis dan Multimedia ASMI, Jakarta, Indonesia
Audrey G.D. Tangkudung Master of Management Program, Faculty of Economics, Institut Bisnis dan Multimedia ASMI, Jakarta, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.6023

Keywords: Content Marketing, Storytelling, Live Streaming, Brand Awareness, Consumer Engagement, TikTok, MSMEs

Abstract

This study analyzes the integration of storytelling and live streaming as a TikTok content marketing strategy to improve brand awareness and consumer engagement at Ikan Roa Dapoer Tante Kuko (DTK), a local processed-food MSME in Depok, Indonesia. The study used a qualitative descriptive approach with an exploratory single-case-study design. Data were collected through passive participant observation of the TikTok account @ikanroa.com, semi-structured in-depth interviews with the business owner and social-media manager, and documentation of TikTok Analytics, TikTok Seller Center, content archives, and live-streaming metrics from October 2025 to May 2026, with continued observation of a storytelling post through June 2026. Before implementation, the account was dominated by hard-selling content and recorded only 232 video views and one like over the October-November 2025 baseline period. A storytelling post uploaded in December 2025 achieved an average watch time of 9.56 seconds, 76.7% higher than the compared hard-selling content, and was distributed mainly through the For You Page. Long-term observation showed organic growth to 17,000 views, 152 likes, 20 shares, and 10 new followers. Live streaming complemented storytelling by generating real-time engagement and conversion; December 2025 live sessions generated IDR 2,342,791 in live GMV, 34,118 impressions, and 43 new followers. Across the research period, followers increased by 77.3%, profile likes by 159.7%, and monthly GMV reached IDR 11,000,000 at its March 2026 peak. The principal constraints were raw-material availability, limited human resources for storytelling production, and inconsistent live schedules. The study recommends a structured storytelling calendar, scheduled live streaming supported by buffer-stock management, narrative integration within live sessions, and regular analytics-based evaluation.

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