MENCIPTAKAN HYPE DIGITAL: STRATEGI VIRAL MARKETING BERBASIS AI MELALUI KONTEN TIKTOK & INSTAGRAM REELS DESA WISATA CIBIRU WETAN

Abstract

Cibiru Wetan Tourism Village has significant tourism potential but faces low digital visibility due to conventional promotional strategies. This community service activity aims to increase the village's popularity by creating digital hype with an Artificial Intelligence (AI)-based viral marketing strategy on TikTok and Instagram Reels. The implementation method uses a training-and-mentoring approach that includes a preparation stage, a creative content production workshop using AI tools, and a digital performance evaluation. The activity results showed a significant improvement in participants' technical skills in producing video content that adapts to social media algorithms. The use of AI has been proven to accelerate ideation and improve the efficiency of content editing for village managers. This program successfully modernized the village's promotional methods, making them more interactive and increasing Audience engagement on its official social media platforms. In conclusion, integrating AI technology into digital marketing is highly effective at accelerating the independent, sustainable promotion of local tourism destinations. This research framework is built on the Resource-Based View (RBV), in which Big Data Marketing is positioned as the leading resource (antecedent) that triggers internal capabilities to create value and drive innovation, ultimately leading to increased marketing performance.