Review of Video Content Marketing Implementation on Shopee Platform: A Study on Bastohana Brand

Abstract

This study examines how the Bastohana Brand uses video content marketing on the Shopee platform. Bastohana Brand is a women’s fashion company based in Tasikmalaya, Indonesia, that specializes in unique embroidered products. From March to May of 2026, the study employed a descriptive qualitative approach to collect data through observations, interviews, documentation, and a literature review. The findings reveal that video content marketing implementation involves five stages: idea development, content production, editing, uploading, and evaluation. Uploaded videos performed considerably differently, generating between one and 1,100 views per post. Audience engagement was relatively limited, as reflected by the small number of comments ranging from 0 to 3 per video. Despite the company's consistent publication of six to eight videos daily, the quality of the content was inconsistent. Several challenges were identified, including inadequate lighting, limited camera capabilities, unstable internet connectivity, changes in platform algorithms, and low audience interaction levels