Honesty Must Be the Foundation of Social Media Business
Business through social media continues to expand alongside the rise in digital shopping activities among the public. However, amidst increasingly fierce competition, building audience trust is considered the primary key to ensuring a business can survive in the long term.
Yogi Firda and, a content creator from Jember, East Java, shared several tips that he believes are effective for building a business through digital content. The man, known as a product reviewer on TikTok, stated that honesty is the most important capital when promoting a product.
“I always try the product first before making a review. If it is good, I say it is good; if there are any shortcomings, I convey them in a polite manner. In my opinion, viewer trust is far more important than simply chasing sales,” said Yogi, as quoted from a press release on Friday (31/07/2026).
Yogi began his journey in 2021 when he tried the TikTok affiliate programme. Initially, he only wanted to capitalise on new opportunities emerging on social media. However, his consistency in product review content led him to become a creator trusted by various brands.
According to Yogi, both business owners and creators should not merely chase trends. They also need to possess a character that serves as a differentiator to be easily recognised by the audience. He maintains a relaxed communication style by blending Indonesian and Madurese languages in his content. Additionally, Yogi frequently features his mother in various review videos, creating an emotional connection with his followers.
“I want people to know me for my own character, not by following someone else’s style. I believe personal branding is built from consistency and the courage to be oneself,” he said.
Yogi considers personal branding to be a vital asset in digital business. A strong identity makes an account more memorable than simply following viral trends. Beyond building character, he also emphasised the importance of consistent content creation. He noted that results do not come instantly, admitting that he continuously learned how to create engaging content until several of his videos reached the TikTok ‘For You Page’ (FYP) and reached millions of viewers.
This hard work has opened various opportunities. Yogi has been invited to the TikTok office, received overseas travel prizes, and was awarded the Best Creator Affiliate 2025 by a national beauty brand. Nevertheless, Yogi believes the greatest challenge currently is maintaining audience trust amidst the surge of promotional content on social media. Therefore, he strives to provide objective reviews so that the recommendations provided are truly beneficial to the public.
For Yogi, anyone has the opportunity to develop a business or career through social media, provided they have the will to learn and remain consistent. “If I could grow from someone who initially never thought of becoming a content creator, I believe anyone has the same opportunity. The most important thing is to be willing to learn, stay consistent, and not give up easily,” he concluded.