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This study aims to analyze how the TikTok and Instagram Reels algorithms play a role in the distribution of multimedia content and their implications for content visibility, user engagement, and digital marketing practices. The research method used is a qualitative approach through a Systematic Literature Review by analyzing articles from accredited national journals and reputable international journals published in the period 2020-2025. The literature search process was carried out systematically through openly accessible scientific databases, then selected using inclusion and exclusion criteria to ensure the relevance and quality of the sources. The research findings show that the TikTok and Instagram Reels algorithms both rely on analysis of user behavior, initial engagement levels, and the characteristics of short-form audiovisual content in determining content distribution. TikTok emphasizes an interest-based recommendation system that allows content from new creators to gain broad reach, while Instagram Reels combines algorithmic recommendations with established social networks. The implications of this study emphasize that understanding the mechanics of algorithms is a strategic factor for content creators, business actors, and digital marketing practitioners in designing effective, adaptive, and sustainable multimedia content distribution strategies.

The digital competency gap between vocational school graduates and the rapidly evolving demands of modern industry has become a pressing issue in today’s workforce. One of the main challenges lies in the limited digital literacy and insufficient practical skills of students, particularly in applying Artificial Intelligence (AI) tools to support productivity and creativity. This situation hinders the readiness of graduates to compete in an AI-driven labor market, where innovation and technological adaptability are essential. To address this challenge, a training program was designed for vocational high school students at Darma Siswa Sidoarjo with the primary objective of enhancing both their conceptual understanding and practical competencies in the utilization of AI technologies. The program adopted the Participatory Action Research (PAR) method, emphasizing collaboration and active engagement between trainers and students. It was conducted through a series of interactive workshops that combined theoretical introductions with hands-on practice. Students were guided to explore AI-based platforms such as Ideogram for visual creativity, PixVerse for multimedia production, and Suno for AI-generated music. To evaluate the effectiveness of the program, pre-test and post-test instruments were used, focusing on the dimensions of knowledge, technical skills, and student confidence in using AI tools. The findings revealed that students initially demonstrated minimal awareness and limited practical ability in AI applications, as reflected in the pre-test results. However, post-test data showed a significant improvement not only in their technical proficiency but also in their enthusiasm to further explore AI technologies. Moreover, students gained increased confidence in producing creative outputs, transforming their role from passive consumers of digital tools into active and competent content creators. In conclusion, this participatory and practice-oriented training model effectively bridges the digital competency gap, enhances students’ job readiness, and fosters an innovative mindset.

In this fast-paced time, the relationship between content creators and audiences can be built using storytelling and quality content as an attraction. Along with the emergence and development of technology, AI or Artificial Intelligence now facilitates the creative process for content creators. AI can assist from drafting, visuals, to editing. This article aims to directly explain how AI can help improve efficiency, generate ideas, and expand ways of telling a story. However, when integrating AI into the creative process, there are limitations that must not lose the personal touch and creative flair that make a story feel meaningful and remain authentic. Content creators are able to use human insight and the sophistication of AI to produce stronger, more innovative, and relevant storytelling amidst increasingly fierce digital competition.

YouTube is one of the leading video-based social media platforms with a complex algorithm for recommending content to users. Understanding this algorithm is crucial for content creators to increase visitor numbers and audience engagement. This socialization activity aims to educate beginner content creators on video optimization strategies to enhance discoverability and recommendation by YouTube’s system. The socialization was conducted online via Zoom, utilizing presentations, interactive discussions, and simulations of YouTube Studio features. The results of this activity indicate an improvement in participants’ understanding of key factors influencing the YouTube algorithm, such as watch duration, user interactions, and metadata optimization. Some participants who implemented the taught strategies experienced up to a 30% increase in video views within a month. However, challenges remain in maintaining content consistency and utilizing YouTube analytics effectively. Therefore, continuous mentoring is necessary to help participants refine more effective strategies. This socialization is expected to enable content creators to maximize the YouTube algorithm to enhance their channel visibility and growth.

Banyaknya platform sosial media menjadikan wadah untuk masyarakat berkarya menjadi seorang konten kreator. Menjadi konten kreator diperlukan public speaking yang baik, agar para penikmat karyanya dapat memahami isi pesan dari konten yang Ia buat. Public speaking merupakan salah satu kemampuan yang penting karena adanya perkembangan teknologi yang memaksa individu untuk dapat bersaing meningkatkan kualitas diri melalui skill berkomunikasinya. Untuk menyampaikan informasi secara jelas, maka diperlukan public speaking atau teknik penyampaian pesan di depan publik. Saat ini banyak anak muda yang menjadi konten kreator, tetapi mereka masih minim edukasi mengenai public speaking yang baik dan benar agar kontennya dapat dilirik oleh masyrakat. Diadakannya pelatihan ini, dapat menambah edukasi mengenai public speaking bagi para konten kreator muda agar lebih memperbaiki cara berbicara mereka saat membuat konten di sosial media. Keywords: content creator, training, public speaking, social media   Abstrak. Banyaknya platform sosial media menjadikan wadah untuk masyarakat berkarya menjadi seorang konten kreator. Menjadi konten kreator diperlukan public speaking yang baik, agar para penikmat karyanya dapat memahami isi pesan dari konten yang Ia buat. Public speaking merupakan salah satu kemampuan yang penting karena adanya perkembangan teknologi yang memaksa individu untuk dapat bersaing meningkatkan kualitas diri melalui skill berkomunikasinya. Untuk menyampaikan informasi secara jelas, maka diperlukan public speaking atau teknik penyampaian pesan di depan publik. Saat ini banyak anak muda yang menjadi konten kreator, tetapi mereka masih minim edukasi mengenai public speaking yang baik dan benar agar kontennya dapat dilirik oleh masyrakat. Diadakannya pelatihan ini, dapat menambah edukasi mengenai public speaking bagi para konten kreator muda agar lebih memperbaiki cara berbicara mereka saat membuat konten di sosial media.

Generation Z is a generation born in 1997-2012. This generation grew up and developed in the digital era, so they are very familiar with technology. However, the digital literacy of generation Z still needs to be improved, especially in terms of technical and creative skills. On December 25-30, 2023, Patitech Academy held a Genz Techno Camp training. This training was attended by 15 participants, consisting of 7 college students, 6 high school/vocational school/Islamic high school students, and 2 junior high school students. The purpose of this activity is to improve the digital literacy of generation Z, especially in terms of technical and creative skills. This activity also aims to prevent generation Z from falling into negative things during the holidays. The training materials provided include: IoT (Internet of Things), Design graphics, Web programming, Content creator, Digital marketing. This training uses a participatory learning method. Training participants are invited to actively discuss and practice. This training is also supported by competent teaching staff in their fields. The results of the training showed that participants showed an increase in technical and creative skills. They can understand the basic concepts of IoT, graphic design, web programming, content creators, and digital marketing. Training participants can also apply these skills in creating digital products, such as applications, websites, graphic designs, and digital content. The Genz Techno Camp training activity has succeeded in increasing the digital literacy of generation Z. This activity can be an example for various parties to improve the digital literacy of generation Z in a sustainable manner.