STRATEGI KONTEN KREATIF DALAM MEMBANGUN BRAND IMAGE MELALUI MEDIA SOSIAL INSTAGRAM (STUDI PADA TIM KREATIF KELAS ONLINE PUBLIC SPEAKING @SENI.BICARA)

Abd Warist, NIM.: 22107030074 (2026) STRATEGI KONTEN KREATIF DALAM MEMBANGUN BRAND IMAGE MELALUI MEDIA SOSIAL INSTAGRAM (STUDI PADA TIM KREATIF KELAS ONLINE PUBLIC SPEAKING @SENI.BICARA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The growth of social media has made Instagram one of the key platforms for building and maintaining brand image. However, challenges arise when a brand experiences a period of inactivity, which leads to a decline in audience engagement and brand image. This study aims to analyze the creative content strategies implemented by the @Seni.Bicara creative team to rebuild their brand image following a period of inactivity through Instagram. This study employs a qualitative approach using the case study method. Data collection techniques included interviews, observation, documentation, and expert triangulation. Data analysis utilized the Miles, Huberman, and Saldaña model, which encompasses data condensation, data presentation, and the drawing and verification of conclusions. The research findings indicate that a creative content strategy begins with a planning process based on a creative brief that outlines communication objectives, the target audience, key messages, and visual concepts. The strategy is implemented through the presentation of educational content, activity documentation, training promotions, and edutainment content using various Instagram formats such as the feed, carousel, and Reels. Consistency in visual identity, communication style, and the delivery of educational messages has successfully rebuilt the audience’s positive perception of @Seni.Bicara as a public speaking education platform. The research findings also indicate that the success of rebuilding a brand image is determined not only by the number of followers or the level of content virality but also by the ability to build sustainable relationships with the audience through consistent, relevant, and needs-based digital communication. Thus, the creative content strategy implemented proved effective in reinforcing the brand image following a period of inactivity.

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