Jakarta –
The key to achieving viral content, particularly on platforms like TikTok, may lie in a structured presentation approach, according to a recent workshop. The formula, dubbed “ORANGE,” offers a framework for maximizing audience engagement.
“ORANGE stands for opening, relation, attraction, navigation, game, and ending,” explained Fendy Alwi, a presenter and creative professional with Tendon (T&DON), during a business pitch workshop hosted by Lenovo on Friday, March 6, 2026.
Alwi emphasized that a presentation’s opening should immediately address a compelling problem rather than focusing on self-introduction or company background. This initial phase is critical, as audiences typically decide within the first seven seconds whether to continue paying attention.
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“The prompt is simple: ‘What headline will capture attention by raising a current issue?’” he added.
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Fendy Alwi presenter and creative professional Tendon (T&DON) menjelaskan dalam acara ‘Buka Puasa Bersama dan Workshop Business Pitch bersama Lenovo’, Jumat (6/3/2026). Foto: Aisyah Kamaliah/detikINET
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Following the opening, presenters should establish a connection with the audience by highlighting shared concerns. This is then reinforced with compelling data that sparks curiosity. The “navigation” phase clarifies the overall objective of the presentation, providing a clear roadmap for the audience.
The “game” element involves introducing oneself and outlining relevant achievements, but only *after* establishing the value proposition for the audience. Alwi stressed that audiences are primarily interested in their own benefits, not the presenter’s credentials.
“The logic is simple: everyone doesn’t care who you are. What they care about is their own benefit. That’s why the explanation of their benefit needs to arrive first, and then you later,” Alwi explained.
Finally, the “ending” should include a clear call to action, emphasizing the importance of the discussed topic.
the ORANGE formula encourages presenters to prioritize audience needs, build rapport, and present information in a compelling and structured manner. This approach, according to Alwi, can significantly improve engagement, even on fast-paced platforms like TikTok. You can find more information on Alwi’s approach on the @tndon_id account.
(request/afr)
