VISUAL COMMUNICATION STRATEGIES ON TIKTOK GO: TATCTICS USED BY INDONESIAN INFLUENCERS TO PROMOTE TRAVEL, CULINARY, AND ACCOMODATION EXPERIENCES

Abstract

TikTok Go has emerged as an interactive, affiliate-based promotional feature utilizing location tags that transforms the visual communication landscape within the dining, attractions, and accommodation industries. This study aims to analyze the visual communication tactics of Indonesian nano-influencers in promoting travel, culinary, and accommodation experiences using the Uses and Gratifications (U&G) theory framework. Employing a qualitative approach with digital observation methods, purposive sampling was applied to select five Indonesian nano-influencer accounts with a minimum of 1,000 followers, consistent content production, and high engagement rates. The results indicate that visual creator strategies, such as Point of View (POV) angles, storytelling/cinematic formats, slide-to-slide carousels, engaging video hooks, arrow indicators, and information transparency (pricing and location), effectively fulfill audience gratifications. These span cognitive (information needs), affective (immersive experiences), social-integrative (peer-to-peer credibility), and escapist (entertainment) needs. Fulfilling these audience needs successfully builds trust and purchase intent through call-to-action features like location tags. Beyond its impact on the audience, this study finds that TikTok Go provides financial benefits for creators through sales commissions and increased brand collaboration opportunities. This research contributes to the development of visual communication studies in the digital era while offering practical implications for the tourism and hospitality industries in leveraging TikTok Go as an authentic, experience-oriented promotional medium.