Training and Mentoring in Video Content Creation for Digital Marketing for Bika and Pinyaram Micro-Business Owners in Kayu Tanam District

The development of digital technology has transformed conventional marketing patterns into more effective and far-reaching social media-based ones. However, most micro-businesses in Kayu Tanam District, Padang Pariaman Regency, still rely on traditional promotion methods, thus suboptimal competitiveness of local products, particularly Bika and Pinyaram. This community service activity aims to improve the digital capacity of these entrepreneurs through training and mentoring in creating video content for digital marketing. The method used is a participatory approach with stages of socialization, technical training, mentoring, evaluation, and the formation of a sustainability community. Participants were trained to create promotional videos using smartphones and simple editing applications such as CapCut and InShot. The results of the activity showed a significant increase in digital skills and business confidence. All participants successfully produced and uploaded promotional content to Instagram, TikTok, and Facebook. The tangible impact was seen in increased interaction with consumers and a 50% increase in daily sales turnover. Furthermore, the Kayu Tanam Business Actors Digital Community was formed as a forum for collaboration and program sustainability. This activity demonstrates that simple technology-based training can be an effective strategy in empowering local MSMEs. With the continuous implementation of digital marketing, Bika and Pinyaram businesses have the potential to expand their market while strengthening the identity of traditional Minangkabau culinary in the digital economy era.