CONTENT PRODUCTION PROJECT TO INCREASE SOCIAL MEDIA REACH FOR BANYU MINUMAN

Abstrak

Banyu Minuman, UKM di Kota Bandung, berfokus pada industri minuman, menyadari pentingnya memperkuat merek melalui media sosial, terutama Instagram dan TikTok. Tujuan proyek ini adalah merancang strategi produksi konten efektif untuk meningkatkan jangkauan media sosial Banyu Minuman di kedua platform tersebut, khususnya di kota Bandung. Data diperoleh dari wawancara dengan konsumen dan analisis konten Banyu Minuman di Instagram dan TikTok. Metode meliputi peta empati, persona pembeli, kalender konten, dan strategi pilar konten. Hasilnya menunjukkan peningkatan kesadaran merek dan interaksi, serta jumlah suka, pengikut, dan jangkauan di kedua platform. Rekomendasi termasuk peningkatan promosi pemasaran, terutama di media sosial. Penelitian ini menyoroti penggunaan strategi produksi konten kreatif oleh Banyu Minuman untuk memperluas kehadirannya di Instagram dan TikTok. Meski berhasil meningkatkan kesadaran merek, strategi yang sesuai dengan tren konten dan karakteristik audiens perlu terus dikembangkan. Dengan menerapkan strategi produksi konten yang efektif, Banyu Minuman dapat memperkuat mereknya dan meningkatkan penjualan di pasar lokal.

Banyu Minuman, an SME in Bandung City, specializing in food and beverage, recognizes the importance of strengthening its brand through social media, particularly Instagram and TikTok. The aim of this project is to design effective content production strategies to enhance Banyu Minuman's social media reach on both platforms, especially in Bandung City. Data were obtained from interviews with consumers and analysis of Banyu Minuman's content on Instagram and TikTok. Methods include empathy maps, buyer personas, content calendars, and content pillar strategies. The results show an increase in brand awareness and interactions, as well as likes, followers, and reach on both platforms. Recommendations include enhancing marketing promotions, especially on social media. This research highlights the use of creative content production strategies by Banyu Minuman to expand its presence on Instagram and TikTok. Although successful in increasing brand awareness, strategies aligned with content trends and audience characteristics need continual development. By implementing effective content production strategies, Banyu Minuman can strengthen its brand and increase a reach in social media.