Teknik Videografi dalam Produksi Konten Media Sosial TikTok Second Nouvo sebagai Media Promosi (Studi pada Akun TikTok @Second.Nouvo Official)

Abstract

Second Nouvo is a used motorcycle trading business that relies on the TikTok account @Second.Nouvo Official as its main promotional medium amid the limited supply of Yamaha Nouvo units in the market, yet preliminary observation indicates that its uploaded content has not adequately applied basic videography principles. This study aims to describe the application of videography techniques in the production of such content as a promotional medium, using the Five C's of Cinematography as the primary analytical framework, elaborated into five videography dimensions: composition and visual aesthetics, lighting, camera movement and angle, transition, and video editing and audio mixing, supported by Kotler and Keller's (2016) theory of promotional effectiveness. This research employs a qualitative case study approach, using in-depth interviews with one key informant and one supporting informant, participant observation, and documentation of TikTok content. The findings indicate that content production is managed independently (a one-man show) by the business owner in a self-taught manner, with videography techniques applied intuitively and not yet fully grounded in formal principles, where the main weakness lies in audio mixing, namely an imbalance between narration and background music volume. This study also finds that TikTok contributes meaningfully to brand awareness, with approximately 70 percent of recent transactions originating from buyers who discovered Second Nouvo through TikTok, although the platform functions more as a validation tool than as the primary transaction-closing channel. This study recommends improvements in audio handling and more consistent use of close-up shots to enhance the quality of promotional content.