An Analysis of the Role of Content Creators in Supporting Digital Promotion for the Glad2Glow Brand: A TikTok Content Analysis and Literature Review

Abstract

This study aims to analyze content characteristics and the role of content creators in supporting Glad2Glow's digital promotion through the official TikTok account @glad2glow_id. The study employed a qualitative descriptive approach using content analysis. Data were collected through non-participant observation of TikTok content published from January to June 2026, documentation consisting of screenshots, captions, comments, and engagement data, as well as a literature review. Units of analysis were selected purposively based on their relevance to the research focus, the involvement of content creators, and the presence of relevant audience responses. Data analysis followed the stages of data condensation, data display, and conclusion drawing/verification. The findings indicate that Glad2Glow content combines product promotion, education, testimonials, and campaigns through attractive visuals, communicative language, hooks, captions, hashtags, and calls to action. Content creators perform five main roles: Product Communicator, Educator, Testimonial Provider, Campaign Ambassador, and Sales & Engagement Driver. Collaboration with KOLs/influencers further supports message delivery through credibility, attractiveness, and fit with the target audience. The findings indicate that content creators function as a bridge between the brand and its audience and support brand awareness, engagement, and digital marketing communication.