Digital Marketing Communication Through TikTok and Instagram: Its Contribution to the Development of MSMEs in Padangsidimpuan, Indonesia

The rapid development of digital technology has driven changes in marketing strategies for Micro, Small, and Medium Enterprises (MSMEs), shifting from conventional approaches to social media-based marketing. This study aims to analyze digital marketing communication through TikTok and Instagram and its contribution to the development of MSMEs in Padangsidimpuan, Indonesia. This research employs a qualitative approach using a literature review method by examining relevant studies related to digital marketing communication, social media, and MSME development. The findings indicate that TikTok and Instagram play a significant role in increasing brand visibility, brand image, market reach, and interaction between MSMEs and consumers. Digital marketing communication also contributes to enhancing competitiveness and business performance of MSMEs. However, its implementation still faces challenges such as limited digital literacy, human resource constraints, and inconsistency in content management. Therefore, optimization strategies and continuous support are required to ensure that digital marketing communication can be effectively utilized to promote the sustainable development of local MSMEs.