Implementing the SOSTAC Framework in the Digital Marketing Strategy of @oelek Account on Instagram and TikTok

Abstract

In the digital era accelerated by the COVID-19 pandemic, social media marketing through platforms like Instagram and TikTok has become a cornerstone for real-time and personalized consumer engagement, particularly among the youth demographic. This study analyzes the digital marketing strategy of the @oelek.id account on Instagram and TikTok using the SOSTAC framework, encompassing Situation Analysis, Objectives, Strategy, Tactics, Action, and Control. A descriptive qualitative approach was employed through content observation of official accounts, SWOT analysis, and literature review on digital marketing. Findings reveal the account's strengths in authentic content and community interaction, with SMART objectives such as a 15-20% increase in followers and 10% engagement growth within 6 months. The dual-platform strategy involves educational storytelling on Instagram and viral content on TikTok, supported by tactics like short videos, influencer collaborations, and giveaways. Action implementation via consistent posting schedules and control through KPIs yielded high performance, evidenced by product sales like Iga Emplok (519,000 pcs on Tokopedia, 410,000 pcs on Shopee, 900,000 pcs on TikTok). The conclusion emphasizes SOSTAC's effectiveness in optimizing strategies, with recommendations for content innovation and algorithmic adaptation to maintain competitive advantage in Indonesia's culinary industry.