PEMBUATAN KONTEN EDUKASI PADA AKUN INSTAGRAM @YHKFOUNDATION UNTUK MEINGKATKAN BRAND AWARENESS YAYASAN HARAPAN KITA

ABSTRACT
Social media has become a crucial tool in building communication between institutions and the public, especially for Yayasan Harapan Kita in reaching its target audience effectively. The foundation faces the challenge of low brand awareness among Millennials and Gen Z. Through the development of educational content strategies on the Instagram account @yhkfoundation, content planning was carried out based on the AISAS model (Attention, Interest, Search, Action, Share) and the STP approach (Segmenting, Targeting, Positioning). The resulting content had a positive impact on building brand awareness as it was more relevant, informative, and aligned with the foundation’s image. In addition to increasing brand awareness, the implemented content strategy also contributed to the formation of brand recognition. Thus, the digital-based educational content strategy proved to be effective in significantly and measurably increasing the brand awareness of Yayasan Harapan Kita.
Keywords: Instagram, educational content, brand awareness, AISAS, STP

ABSTRAK
Media sosial telah menjadi alat penting dalam membangun komunikasi antara lembaga dan masyarakat, terutama bagi Yayasan Harapan Kita yang ingin menjangkau target audiens secara efektif. Yayasan Harapan Kita menghadapi tantangan rendahnya brand awareness di kalangan Generasi milenial dan Gen Z. Melalui strategi pembuatan konten edukatif di akun Instagram @yhkfoundation, pembuatan strategi konten berdasarkan teori AISAS (Attention, Interest, Search, Action, Share) dan STP (Segmenting, Targeting, Positioning). Konten yang dihasilkan memberikan dampak positif dalam membangun brand awareness karena lebih relevan, informatif, dan sesuai dengan citra yayasan. Tidak hanya meningkatkan kesadaran merek, strategi konten yang diterapkan juga turut mendorong terbentuknya brand recognition. Dengan demikian, strategi konten edukatif berbasis digital terbukti efektif dalam meningkatkan brand awareness Yayasan Harapan Kita secara nyata dan terukur.
Kata Kunci: Instagram, konten edukatif, brand awareness, AISAS, STP