The more advanced technology becomes, the more people utilize social media to find information and entertain themselves. Social media posts frequently become trending among social media users (Jain et al, 2021; Barnes, 2006; Herring and Kapidzic, 2015). TikTok is a popular social media platform among the general public. Scherr and Wang (2021); Yang and Ha (2021); Arkansyah et al. (2021). According to Wijaya and Mashud’s (2020: 172) journal, TikTok is a Chinese social networking application and music platform that was released in September 2016.

TikTok app users can make movies ranging in length from 15 seconds to 5 minutes (Xu and Zhang, 2019; Yang et al., 2019; Dewi, 2021). It may make videos more entertaining by including elements such as special effects and background music. This then promotes Tik Tok users’ ingenuity to become content makers. It’s no surprise that numerous types of uploaded content have become a trend in the application. There is a POV or point of view content trend on TikTok, or the term in Indonesian is a point of view. The POV trend refers to the content’s creator’s point of view (Dian on Narration.tv on April 12, 2023).The audience is supposed to understand the feelings or intentions that the creator wishes to convey through the content. The creator wants the audience to think of themselves as creators in this way.

One of the catalysts for the creation of emerging trends in society is the phenomena of consumerism (Fatria & Christantyawati, 2018; Ridwan et al., 2018). Trends in social media are popular because they are simple to follow and spread swiftly.

Author: Baby Elvira, Rima Firdaus, Adi Setijowati

Jurnal: THE INFLUENCE OF POV TREND AS A BRANDING IMAGE CONTENT CREATOR ON TIKTOK”