Strategic Visual Communication on TikTok Go: Indonesian Influencers' Practices in Promoting Tourism and Culinary Experiences

Abstract

TikTok Go is a new location-based monetization feature that allows creators to earn revenue from content showcasing tourist attractions, culinary delights, or other local activities. Despite its potential, this feature has not been widely studied in the context of visual communication and digital promotion in Indonesia. This study aims to analyze the visual communication strategies used by creators in utilizing the TikTok Go feature, explore destination representation in content, and assess the feature's effectiveness in influencing audience purchase intention and decisions. This study uses a qualitative approach using visual content analysis methods on TikTok Go videos created by Indonesian creators. Data was collected through digital documentation and observation, then analyzed in terms of visual elements (color, image composition, symbols), verbal elements (narration, captions), and audience interaction. The results show that utilizing the TikTok Go feature requires certain technical procedures, including a minimum number of followers and consistent uploads of location-based content. Eligible accounts can earn commissions from video performance, making this feature an inclusive financial opportunity. Visual strategies such as personal storytelling, the use of trending music, and local elements are key to successful tourism and culinary promotion. The conclusion of this study confirms that TikTok Go, through strategic visual communication, not only plays a role in strengthening the promotion of local destinations but also provides new economic opportunities for Indonesian creators.