STRATEGI KONTEN PADA PLATFORM TIKTOK SPARKS PRESCHOOL DENGAN TEORI DIFUSI INOVASI

Abstract

This study examines the content strategy on the TikTok account of Sparks Preschool, an early childhood education institution, using the framework of Everett M. Rogers' Diffusion of Innovation Theory (2003). The research departs from the issue of shifting formal school content toward lighter, more easily accepted content while still maintaining brand image. The research employs a qualitative case study method. The sample analyzed is one representative content adapted from the "paper airplane" trend. The research was conducted from January 20 to May 10, 2026, with the researcher fully involved in content planning, production, distribution, and evaluation. The benchmarks used are Rogers' five stages of the innovation-decision process: knowledge, persuasion, decision, implementation, and confirmation. The findings indicate that the content successfully passed through all five stages sequentially. The content achieved 579,621 views (knowledge), 1,046 likes and 231 saves (persuasion), 377 new followers (decision), comments and DM inquiries asking about location and fees (implementation), as well as 95 shares and actual conversion of 5 new students (confirmation). Overall, TikTok contributed 99 leads, with 12 parents attending trial classes and 5 of them converting into new students. This study concludes that trend adaptation strategies within the diffusion of innovation perspective are effective in increasing engagement and conversion, while still paying attention to alignment with brand identity and audience characteristics. This research fills the gap in studies on TikTok content strategies for PAUD institutions, which are still rarely examined using the diffusion of innovation approach.