Creativity and innovation are essential when marketing products on social media; beyond simply being unique or funny, creative marketing content can leave a lasting impression and help build a strong brand image.
This was the key message delivered by dr. Tirta Mandira, MBA, an influencer and business owner, during the Social Media Marketing Workshop: Let’s Talk Social Media Marketing So Your Brand Gets Noticed,” held on Friday, March 21, 2025, at the 8th floor of the FEB UGM Learning Centre.
dr. Tirta began the session by sharing his journey in the social media world, which started in 2013. He built his initial brand through platforms such as Facebook and Kaskus, which were bustling with users and served as online marketplaces. From there, he began learning about marketing, including copywriting techniques, which he applied to his online business.
The Characteristics of Viral Content
Years of experience in the social media space have helped dr. Tirta understands what kind of content tends to go viral. According to him, viral content is often at the extremes, or what he calls “outlier content,” which deviates significantly from the norm. This includes ridiculous, amusing, absurd, or even highly controversial content. Creators design such material to be intentionally provocative or unusual, aiming to grab attention and make it easily memorable.
A successful example of outlier content is SASA’s We Are MSG (Micin Swag Generation) campaign in early 2020. This campaign successfully rebranded the once negative term “Micin Generation,” which referred to youth perceived as unintelligent due to excessive MSG consumption, into a symbol of a bold and free-spirited young generation.
Another trending example is “explain in baby language” content, such as “explain IHSG (Indonesia Stock Exchange Index) in baby language.” This type of content achieves high engagement due to its light and easily digestible approach, especially for the Gen Z audience. In contrast, explaining the IHSG in economic terms may attract a more niche audience but is less likely to go viral due to its complexity.
Still, dr. Tirta emphasized the importance of adapting your promotional style to the platform. For example, promoting on X (formerly Twitter), which is more text-based, requires strong copywriting skills. Meanwhile, promoting on TikTok or Instagram, which rely on audiovisuals, requires creating visually appealing and concise content.
He also pointed out that the attention span of today’s social media users is decreasing. As a result, he recommends keeping video content short, around 30 seconds. “Our attention span is short, but it also means that our market is easier to influence because it’s not as critical,” he added.
But short videos alone are not enough. Creators must also master crafting a strong hook to grab viewers’ attention and keep them watching. However, the most crucial aspect of content creation is a deep understanding of your audience or target market. This can be achieved by analyzing demographics (age, interests, behaviors), engagement metrics (likes, shares, comments), and user feedback. Creating powerful, authentic, viral content becomes more effortless when you truly understand your audience.
Tips for Creating Social Media Content
Finally, dr. Tirta recommended three approaches to brainstorming content ideas: mind mapping, applying the SCAMPER method, and collaborating to open new perspectives and generate more diverse ideas. To strengthen branding on social media, he also suggested using storytelling techniques to humanize content and brand image, using data to assess market preferences, developing a strategic and consistent content plan, and working with influencers who align with your brand’s values to expand audience reach and engagement.
Reportage: Najwah Ariella Puteri
Editor: Kurnia Ekaptiningrum
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