Paid Clipper Strategy For Personal Branding On Tiktok: A Case Study Of Timothy Ronald
DOI:
https://doi.org/10.59945/jpnm.v4i3.1322Keywords:
Clipper Berbayar, Distribusi Konten, Pemasaran Influencer, Personal Branding, TikTokAbstract
Pertumbuhan pesat konten video pendek di TikTok mendorong kreator mengembangkan strategi baru untuk memperluas visibilitas konten dan keterlibatan audiens. Salah satu strategi yang berkembang adalah sistem paid clipper, yaitu penggunaan akun pihak ketiga untuk mendistribusikan ulang potongan video yang telah diedit agar menjangkau audiens yang lebih luas. Penelitian ini bertujuan menganalisis pemanfaatan paid clipper sebagai strategi personal branding Timothy Ronald melalui akun TikTok @clippertimothydareclip. Penelitian menggunakan pendekatan deskriptif kualitatif dengan observasi digital sebagai teknik pengumpulan data utama. Data primer diperoleh melalui pengamatan unggahan video, tema konten, intensitas posting, serta indikator keterlibatan audiens seperti jumlah likes dan komentar. Data sekunder diperoleh dari literatur yang relevan tentang personal branding, distribusi konten digital, dan pemasaran media sosial. Hasil penelitian menunjukkan bahwa distribusi paid clipper bekerja melalui intensitas unggahan yang tinggi, pembingkaian narasi yang konsisten, dan pesan terpusat yang menampilkan Timothy Ronald sebagai edukator finansial, motivator muda, dan figur inspiratif. Distribusi konten serupa melalui beberapa akun clipper meningkatkan visibilitas konten dan memperluas jangkauan audiens di TikTok. Temuan ini menunjukkan bahwa paid clipper bukan hanya pengunggah ulang konten, tetapi juga aktor distribusi strategis dalam penguatan personal branding kreator digital.
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