Along with the times, many people are getting more interested in creating digital content through various social media platforms. These content can entertain, educate and even promote a product or service.

That is because today, creating content that is interesting and in accordance with the interests of the audience can even increase business sales significantly, especially during the COVID-19 pandemic. Sonia Basil, a cake maker as well as founder of Cakeology and Keku cake shops, felt it herself.

“When I entered the world of content creation, I did not show up as a brand. I appear as Sonia, the person who does the cakes behind Cakeology or Keku. From there, people can see how a cake is made from start to finish,” Sonia told TFR recently.

Sonia added, "Because it is done consistently, people's image is formed, so when they want to order a cake, they immediately remember to find Sonia Basil, either to Cakeology or Keku."

"That's the importance of being active on social media and showing the behind-the-brand. We don't just show the plus points of our brand, but we also show the process behind it and that's what boosts us more," she explained.

Sonia said that by creating content, she gets to know the audience more and increases brand awareness. She also creates storytelling content to attract her audience so that she can tell the story behind the making of a cake. In addition, she interacts with the audience to answer their curiosity about the process of making cakes or building a cake business.

Sonia, as someone who is also actively using social media, feels that good content is when she can interact in two directions. That's what she applies to her business.

“We don't just post something that we want people to see or hear, but we also create content that answers people's curiosity. For example, in all social media, there is usually a top comment, meaning that it is something that people are curious about and is supported by many people. So, we can see people's curiosity from their top comments," she said.

Sonia added that she did not only listen to the views of consumers when creating content, but also tried to answer their curiosity. That way, the content is like a two-way communication. “For example, they ask, 'Can the flowers be eaten?' I looked for the story of my customer who used flowers and I made the content 'cakes with edible and inedible flowers’.”

Before creating video content like she does today, Sonia initially only did live streaming on social media. She wants to interact with her audience while accompanying herself when making cakes. Then, Sonia saw that her audience was enthusiastic about the live content, so she was motivated to create content. 

"I didn't expect to be a content creator. Moreover, I am an introvert, so I don't feel comfortable being in front of the camera or being seen by the public. It was just for fun at first, but it turned out that the feedback was good and in the end I continued, starting from live, then posting videos. That's why I've been doing this until now," said Sonia.