The use of short video platforms for digital communication of MSMEs in Indonesia

This data shows that the characteristics of short video platforms have a positive and significant impact on digital communication innovation for SMEs. Short video platforms are a new innovation for digital communication innovation for SMEs, especially in Indonesia, which is the country with the second largest number of users of short video-based platforms (such as TikTok, Instagram Reels, and YouTube Short) in the world after the United States, Brazil, and Russia. The strength of short video platform innovation lies in its characteristics, where algorithm-based recommendation systems very easily curate hundreds of videos to be presented to users in a short time interval, thus encouraging more adoption behavior by users.