PERANCANGAN KONTEN INSTAGRAM SEBAGAI SARANA EDUKASI DAN PROMOSI PRODUK KERIPIK OTAK-OTAK “ECORA”

ABSTRACT
ECORA is a fish cake chip product made from tofu dregs, developed as a value-added food innovation. This final project aims to design Instagram content marketing as a means of educating and promoting ECORA products. The methods used include observation, literature review, and documentation. The design involved developing a visual identity, content pillars, and a content calendar, as well as creating Instagram content using the AIDA (Attention, Interest, Desire, Action) model. The content pillars used are Education Product, Education History, Entertainment, Community, and Promotion. Artificial Intelligence (AI) was also utilized as a tool in developing content ideas and enhancing visuals. The evaluation results showed that ECORA's Instagram account received 26,693 impressions, reached 1,424 accounts, and generated various forms of audience interaction. Therefore, the Instagram content marketing design can support educational activities, promotions, and increase brand awareness of ECORA products.

ABSTRAK
ECORA merupakan produk keripik otak-otak berbahan dasar ampas tahu yang dikembangkan sebagai inovasi pangan bernilai tambah. Tugas akhir ini bertujuan merancang content marketing Instagram sebagai sarana edukasi dan promosi produk ECORA. Metode yang digunakan meliputi observasi, studi pustaka, dan dokumentasi. Perancangan dilakukan melalui penyusunan identitas visual, content pillar, content calendar, serta pembuatan konten Instagram dengan menerapkan model AIDA (Attention, Interest, Desire, Action). Content pillar yang digunakan terdiri atas Education Product, Education History, Entertainment, Community, dan Promotion. Selain itu, Artificial Intelligence (AI) dimanfaatkan sebagai alat bantu dalam pengembangan ide konten dan penyempurnaan visual. Hasil evaluasi menunjukkan bahwa akun Instagram ECORA memperoleh 26.693 impressions, menjangkau 1.424 akun, serta menghasilkan berbagai bentuk interaksi audiens. Dengan demikian, perancangan content marketing Instagram dapat mendukung kegiatan edukasi, promosi, dan peningkatan brand awareness produk ECORA.