The Digital Business Study Program, Faculty of Economics and Business (FEB), Universitas Sebelas Maret (UNS), conducted a General Lecture featuring representatives from TikTok, on Monday, November 11, 2024, at the Konimex Hall, Bachtiar Effendi Building, FEB UNS. The event invited guest speakers Septian Anggita Sari and Adhytia Aprisada from TikTok Shop.

Ayya Agmulia Asmarani Islam, S.E., M.E., lecturer of the Digital Business Study Program, expressed appreciation to the speakers for sharing insights on how to create effective content, especially through the TikTok platform. She highlighted that TikTok allows users and creators to advertise and sell products directly. Students were encouraged to actively engage in the session, ask questions, and participate in discussions, particularly as several Digital Business students already utilize the platform.

Opening the session, Adhytia provided a brief overview of ByteDance, a global technology company founded in 2012 by Zhang Yiming in China. The company’s mission is to develop AI-based technology that connects and inspires people worldwide. ByteDance is widely known as the parent company of TikTok, a globally popular short-video platform. TikTok Shop is a feature within the app that enables users to buy and sell products directly, without leaving the platform.

Septian emphasized that TikTok opens opportunities for users and creators to become digital entrepreneurs through direct engagement with their audience. “TikTok allows creators to sell products while building their personal brand. So, how do we build a personal brand? First, by understanding who you are, setting clear goals, maintaining consistency, and creating content that aligns with your identity,” she explained.

When building a personal brand, it is important to clearly define your identity—what kind of persona you want to project. For instance, someone who enjoys reviewing gadgets should consistently produce content in that area and avoid switching to unrelated topics like sports, as it would disrupt the clarity of their personal branding. The key is to create content that reflects who you are.

Further, the two speakers explained that TikTok is a powerful platform because of its three essential elements: community, entertainment, and commerce. Community serves as the strong foundation of TikTok. The platform encourages interaction through comments, likes, and sharing videos, creating an active social ecosystem where users can collaborate, exchange ideas, and connect globally.

While Entertainment remains the most visible element on TikTok, with the platform centered around providing engaging and easily consumable short-form video content, commerce is becoming an increasingly significant component. TikTok now functions not only as an entertainment and social platform but also as a marketing and sales channel for brands and content creators. During the session, the speakers invited participants to share their experiences in content creation on TikTok. They also shared practical strategies on how to use the platform for business development.