How @paparazikuansing Popularizes The Cultural Tradition of Pacu Jalur Kuantan Singingi Riau ?

Abstrak

This research aims to analyze the content marketing strategy of the pacu jalur cultural
tradition through the TikTok platform, focusing on the @paparazikuansing account. Through a
qualitative and case study approach, this research explores how the @paparazikuansing account
creates, distributes, and amplifies content related to the pacu jalur cultural tradition.
The main findings show that the use of TikTok as a promotional medium is able to increase public
awareness and understanding of the pacu jalur cultural tradition. The creative content presented
managed to attract the attention of users from various circles, both at home and abroad. The high
interaction between the @paparazikuansing account and its followers is also an important factor in
building engagement and emotional connections with the audience.
The implication of this research is the need to continue to pay attention to and optimize user responses
and interactions as the key to success in building engagement with audiences. The proposed
recommendations include the need for research and analysis of audience characteristics, collaboration
with influencers, and other TikTok users to expand the reach of content. It is hoped that the results of
this study can contribute to the development of content marketing strategies for the pacu jalur cultural
tradition through social media, as well as become a reference for further research in the field of content
marketing and traditional cultural development. In conclusion, collaboration between the
@paparazikuansing account, followers, and other related parties can strengthen the promotion and
preservation of the pacu jalur cultural tradition through digital platforms.