Beauty Influencer Marketing Strategy in Diffusion of Beauty Product Innovations through Instagram and TikTok Tasya Farasya 2025
Keywords: Innovation Diffusion, Beauty Influencer, Digital Communication, Tasya Farasya
Abstract
This study analyzes Tasya Farasya's digital communication strategy in supporting the diffusion of beauty product innovations through the #TasyaFarasyaApproved label (branding) on TikTok and Instagram. The method used is qualitative with content analysis, as well as secondary quantitative data from FastMoss and InsTrack. The analysis refers to Rogers' (1962) Diffusion of Innovation theory which includes five stages of innovation dissemination. The results show that Tasya Farasya used personal credibility, scientific transparency, and digital interaction as the main strategies to build public trust. Her Instagram account has 7.3 million followers with an engagement rate of 1.02%, while TikTok reaches 4.5 million followers and a potential sale of 4.48 million per content. The hashtag #TasyaFarasyaApproved is used more than 22.3 thousand times and has become a symbol of collective trust, indicating that Tasya plays a role as an opinion leader and agent of evidence-based innovation diffusion in the digital marketing era.
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