Culinary Content Delivery Strategies by Micro-Influencer @nyamwithinop in Building Consumer Trust on TikTok Micro-Influencer

Abstract

The rise of social media has fostered the emergence of the content creator profession, which plays a vital role in the digital economy ecosystem, including the culinary sector. This study aims to analyze the communication strategies employed by the Micro-Influencer @nyamwithinop on TikTok in building credibility and audience trust. The research adopts a descriptive qualitative method with a case study approach, in which data were collected through documentary observation of video content and audience interactions during the period 2020–2025, covering aspects such as presentation style, narrative, visuals, and user responses. The findings reveal that @nyamwithinop’s success in fostering trust is supported by four key communication strategies: (1) understanding the audience by tailoring topics, language, and delivery styles according to audience segments; (2) defining distinct content objectives between premium restaurant reviews and simple culinary experiences; (3) constructing messages through concise and straightforward narratives, complemented by engaging and audience relevant visuals; and (4) selecting appropriate methods and media by leveraging TikTok as the primary platform that aligns with the characteristics of younger generations. These strategies are reinforced by two-way interaction, consistent content posting, and active audience engagement, which collectively enhance both credibility and loyalty. The study underscores that Micro-Influencer’s are effective in shaping consumption decisions through well-crafted communication strategies and provides practical implications for culinary UMKM in designing social media based promotional strategies.