Designing TikTok Video Content as a Digital Promotional Medium for Kindergarten Schools

The development of the digital era encourages educational institutions to utilize social media as an effective means of communication and promotion, particularly video-based platforms. Kindergarten schools as early childhood education institutions face challenges in reaching parents and prospective students due to the limitations of conventional promotional media and the suboptimal use of digital media. This study aims to design TikTok video content as a digital promotional medium that can increase the appeal and visibility of kindergarten schools. The study used a qualitative approach with the User-Centered Design (UCD) method, which includes the stages of understanding the context of use, determining user needs, designing solutions, and evaluating requirements. Data collection was carried out through observation, interviews with educators, distributing questionnaires to parents and prospective students, and analyzing competitor content on the TikTok platform. The results of the study are TikTok video content designs that display learning activities, school facilities, and educators in a visual, informative, and communicative manner. The findings indicate that creatively, concisely, and consistently designed TikTok video content has the potential to increase school visibility, build a positive image, and strengthen parental engagement and trust.