Peran Konten Kreatif dalam Membangun Branding PT Rumah Berita Harian Disway di Media Sosial Instagram @harian.disway
Abstract
Di era digital saat ini, media sosial menjadi salah satu media paling penting dalam komunikasi perusahaan. Peran konten kreatif dalam membangun branding PT Rumah Berita Harian Disway melalui akun Instagram @harian.disway. Media sosial Instagram menjadi platform visual yang memungkinkan perusahaan memperkuat citra merek melalui konten menarik dan interaktif. Konten kreatif mencakup kombinasi gambar, video, dan teks yang menarik dan memiliki kemampuan untuk meningkatkan keterlibatan audiens serta membedakan perusahaan dari kompetitor. Dengan menggunakan pendekatan kualitatif, studi kasus dilakukan terhadap konten Instagram @harian.disway dan keterlibatan audiens. Data dikumpulkan dari hasil observasi terhadap konten yang dipublikasi serta analisis keterlibatan audiens dalam bentuk komentar, likes, dan shares. Konten visual, storytelling, dan fitur Instagram seperti stories dan reels terbukti efektif dalam membangun branding yang positif yang positif bagi perusahaan. Hasil penelitian menunjukkan bahwa konten kreatif yang konsisten dan relevan dapat meningkatkan brand awareness dan engagement. Penelitian ini menyimpulkan bahwa konten kreatif merupakan elemen kunci dalam strategi branding yang memberikan dampak nyata terhadap peningkatan visibilitas dan popularitas PT Rumah Berita Harian Disway di media sosial.
Kata kunci: Branding; Instagram; Konten Kreatif
In the current digital era, social media has become one of the most important media in corporate communication. The role of creative content in building the branding of PT Rumah Berita Harian Disway via the Instagram account @harian.disway. Instagram social media is a visual platform that allows companies to strengthen their brand image through interesting and interactive content. Creative content includes an engaging combination of images, video, and text and has the ability to increase audience engagement and differentiate a company from competitors. Using a qualitative approach, a case study was conducted on @harian.disway Instagram content and audience engagement. Data is collected from observations of published content as well as analysis of audience engagement in the form of comments, likes and shares. Visual content, storytelling, and Instagram features such as stories and reels have proven effective in building positive branding for the company. The research results show that consistent and relevant creative content can increase brand awareness and engagement. This research concludes that creative content is a key element in a branding strategy that has a real impact on increasing the visibility and popularity of PT Rumah Berita Harian Disway on social media.
Keyword: Creative Content; Branding; Instagram
