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STRATEGI KONTEN KECANTIKAN PADA AKUN INSTAGRAM @RCSM.OFFICIAL DALAM MEMBANGUN CUSTOMER ENGAGEMENT
This research explores the the beauty content strategy on the Instagram account @rcsm.official in building customer engagement. The account is managed by Rumah Cantik Sehat Muslimah (RCSM), a beauty salon dedicated to Muslim women. This research employed a descriptive qualitative method with data collected through interviews, observation, and documentation. The findings show that RCSM applies five stages of content strategy: research, planning, implementation, evaluation, and reporting/optimization. At the research stage, social media trends are adapted to align with brand identity; planning emphasizes message consistency and content formats; implementation involves internal talents, standardized visuals, and varied informative, entertaining, and promotional content; evaluation relies on Instagram Insights to measure performance; and optimization is conducted by replicating high-engagement content. These strategies have proven effective in fostering cognitive engagement (audience understanding), behavioral engagement (likes, comments, shares), and emotional engagement (audience attachment to the brand). The study concludes that structured and creative content strategies play a crucial role in strengthening sustainable customer engagement. Keywords: content strategy, beauty, Instagram, customer engagement
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
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