The Instagram and TikTok Social Media Management Strategies of NVMEE in Building Brand Image

Abstract

Many local brands used social media to build their brand image, including NVMEE, which carried the image of being a “Catokan Newbie Friendly”. This study explored the strategy behind NVMEE’s Instagram and TikTok management in building its brand image. The research used a case study method with data collected through interviews and observations. Informants included the brand leader, content division head, and (representative) Instagram and TikTok team.

The social media management of NVMEE has implemented the four aspects in The Circular Model of SoMe for Social Communication: Share, Optimize, Manage, and Engage. But not all elements in the four aspects were implemented. NVMEE builds its brand image by managing Instagram as a platform for relationship building and TikTok as a space for product selling, while remaining consistent with its “friend” character and soft, girly, and cute identity. The strategy was executed by two teams, but stayed aligned in maintaining the brand’s character and identity across platforms. Future research is expected to explore the audience’s perspective on the brand image built through social media.