Beauty Influencer Strategy FoMO (Fear of Missing Out)in Carrying out the Tiktok Challenge : Jharna Bagwani Tiktok CaseStudy #barbiegirlchallenge

Abstract

This research discusses the strategies of beauty influencers in overcoming the FoMO (Fear of Missing Out)
phenomenon through social media TikTok, especially by taking part in the #BarbieGirlChallenge challenge
created by Jharna Bhagwani. The FoMO phenomenon arises from the behavior of comparing oneself with
others by social media users. The fear of missing out on information or trends motivates beauty influencers
to continue being creative to attract the attention of TikTok users and get more followers. This research
aims to understand the meaning of behavior that occurs as a result of FoMO and how FoMO shapes the
motivation of beauty influencers. The method used is qualitative research with a phenomenological
approach. The research informants are beauty influencers who have taken part in the #BarbieGirlChallenge.
The data collection technique was through observation of informants' TikTok accounts, in-depth interviews,
and video documentation of the challenges they participated in. The research results show that FoMO
motivates beauty influencers to continue to be creative in order to attract audience attention and gain
profits from their TikTok accounts.