While the uncertainty from COVID-19 persists throughout the globe, its impact is felt differently across countries. As a result, there is a significant impact on how consumers respond to the crisis and adapt to the next normal. According to the head of the Indonesian Internet Service Providers Association (APJII), Jamalul Izza, the number of internet users in Indonesia until Q2 2020 has increased to 73.7 percent of the population or the equivalent of 196.7 million users due to the Covid-19 pandemic. This number is equivalent to 196.7 million internet users with a population in the country of 266.9 million based on BPS data. This brought advantages for businesses, especially MSMEs, to be able to market their products creatively, authentically, and obviously, a rather cheaper option than the traditional marketing to advertise through social media.
By implementing the right strategy, MSMEs will be able to precisely target bullseye customers or the "perfect" customers in the sense that these customers need or want the goods and services that MSMEs offer. These customers are the most difficult to reach but very valuable and the most valuable, compared to other customers if MSMEs continue to use traditional marketing strategies or even no marketing at all. In this modern era, of course, technology is making it all possible to create a system that will simplify human life, of course, also in terms of reaching bullseye customers. TikTok, the fastest growing social media app, comes with its core feature, the For You Page or often abbreviated as FYP, which allows users to be presented only with videos that reflect the unique preferences of each user. This means, businesses are not oriented to how much capital they need to reach "the perfect customer" or what we mentioned earlier, namely the bullseye customer, but it depends on how creative and how personalized the content is to the target customer.
TikTok recently shared how the #ForYou feed is calibrated and personalized to each account in a press release last year. These factors include things like user interactions, video information, device, and account settings. Each of these factors is individually weighted by the TikTok For You recommendation system, which means each For You page will be completely unique to a user and their level of interest. With the considerations mentioned above, it is hoped that MSME actors can consider these factors to be able to create content that can build a community for brands and start implementing invisible marketing strategies.