Perancangan Naskah Konten Reels dan Caption Instagram dengan Model AIDA (Attention, Interest, Desire, Action) untuk Meningkatkan Interaksi dalam Promosi Brand Skincare Acnes

Short video content on social media has become an effective promotional tool for skincare brands, including Acnes. However, previous content did not follow a structured message delivery and lacked supportive captions. This study aims to redesign written scripts and accompanying captions on Acnes’ Instagram short videos using the Attention, Interest, Desire, Action (AIDA) approach to increase audience involvement. The methods used include observation, literature review, interviews, and feasibility testing. The results show an increase in audience response levels after the redesigned content was applied. In conclusion, structured messaging and well-developed captions can enhance message effectiveness and encourage audience interaction in digital promotions.

Keywords: AIDA, Instagram Reels, scriptwriting, caption, engagement.

Instagram Reels menjadi salah satu media promosi yang potensial bagi merek skincare, termasuk Acnes. Namun, konten yang ditampilkan belum memanfaatkan struktur pesan secara optimal. Penelitian ini bertujuan merancang ulang naskah dan caption menggunakan model AIDA untuk meningkatkan interaksi audiens. Metode yang digunakan meliputi observasi, studi pustaka, wawancara, dan uji kelayakan. Hasil menunjukkan adanya peningkatan engagement rate setelah penerapan model AIDA. Kesimpulannya, struktur pesan yang terarah dan penyusunan caption yang komunikatif mampu meningkatkan efektivitas konten serta mendorong keterlibatan audiens dalam promosi digital.

Kata kunci: AIDA, Instagram Reels, penulisan naskah, caption, engagement.