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Abstract
The aim of this study is to uncover the content creator strategies on the Instagram reels of the account @kumparancom in enhancing brand engagement within the #BerkahBersama campaign. This research employs the Goals-Plan-Action theory and the concept of The Circular Model of SOME by Regina Luttrell. This research uses case studies. Data collection involved observation, interviews, and documentation. The research findings indicate that Kumparan's content creators comprehensively follow the phases of the SOME model, namely share, optimize, manage, and engage. Each aspect is executed innovatively, incorporating the creators' creativity and considering the audience's needs. Leveraging the creators' presence, Kumparan is able to establish close interactions and connections with its audience. Not only has it succeeded in achieving engagement with measures like intention to recommend and loyalty, but the #BerkahBersama campaign has also evolved into an inspirational and meaningful social movement. Creators excel at presenting content through creative approaches, including humor, satire, and even sarcasm. Through these strategies, Kumparan successfully heightens brand engagement with its audience. Kumparan is seen as a competent, informative, current, unique, and audience-sensitive media portal.
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References
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References
Berger, C. R. (2008). Planning theory of communication. In Engaging theories in interpersonal communication: Multiple perspectives.
Bogdan, R., & Taylor, S. J. (1992). Pengantar Metode Penelitian Kualitatif Terjemahan oleh Arief Rurchan. In Surabaya: Usaha Nasional.
Dr. Rulli Nasrullah, M. S. (2017). Media Sosial; Perspektif Komunikasi, Budaya dan Sosioteknologi. Bandung: Simbiosa Rekatama Media, 2016.
Hajati, R. P., Perbawasari, S., & Hafiar, H. (2018). Susie Perbawasari dan Hanny Hafiar MetaCommunication. In Journal Of Communication Studies P (Vol. 3, Issue 2).
Harahap, M. N. (2021). Analisis Data Penelitian Kualitatif Model Miles Dan Huberman. Manhaj, 18(1).
Kencana, W. H., Situmeang, I. V. O., Meisyanti, M., Rahmawati, K. J., & Nugroho, H. (2021). Penggunaan Media Sosial dalam Portal Berita Online. IKRA-ITH HUMANIORA : Jurnal Sosial Dan Humaniora, 6(2). https://doi.org/10.37817/ikraith-humaniora.v6i2.1509
Kotler, A. B. P. (2014). Konsep Kepuasan Philip Kotler. Konsep Kepuasan Philip Kotler.
Lois, D., & Candraningrum, D. A. (2021). Personal Branding Content Creator di Media Sosial Instagram. Koneksi, 5(2). https://doi.org/10.24912/kn.v5i2.10331
Luttrell, R. (2015). Social Media: How to Engage, Share, and Connect. Rowman & Littlefield Publishers. In Angewandte Chemie International Edition, 6(11), 951–952. (Issue Mi).
Malida Zulfaniazahra Riski. (2021). STRATEGI SOCIAL MEDIA MARKETING “&FRIENDS” DALAM MEMBANGUN BRAND ENGAGEMENT HIMALAYA HERBALS INDONESIA (Studi Kasus Kampanye #AlamiLawanJerawat Di Instagram). SKRIPSI, 10, 6.
Octavia Isroissholikhah, W. (2022). EFEKTIVITAS CONTENT CREATOR DALAM STRATEGI PROMOSI DI ERA DIGITAL. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 2(1). https://doi.org/10.54443/sibatik.v2i1.507
Perreault, M. C., & Mosconi, E. (2018). Social media engagement: Content strategy and metrics research opportunities. Proceedings of the Annual Hawaii International Conference on System Sciences, 2018-January. https://doi.org/10.24251/hicss.2018.451
Sundawa, Y. A., & Trigartanti, W. (2018). Fenomena Content Creator di Era Digital. Prosiding Hubungan Masyarakat, 4(2).
Widyastuti, D. A. R. (2021). Using New Media and Social Media in Disaster Communication. Komunikator, 13(2). https://doi.org/10.18196/jkm.12074
Zega, D. A. B., Safii, M., & Roekhan, R. (2022). PERILAKU INFORMASI CONTENT CREATOR JEJARING SOSIAL BERBASIS VIDEO. BACA: JURNAL DOKUMENTASI DAN INFORMASI, 43(2). https://doi.org/10.14203/j.baca.v43i2.886