Perancangan Strategi Konten Berbasis Attachment Untuk Meningkatkan Engagement Pada Instagram Shooting Star Studio

Instagram menjadi ruang strategis bagi pelaku industri kreatif untuk membangun kedekatan dengan audiens. Shooting Star Studio, rental studio produksi audio visual di Jakarta Selatan, memanfaatkan Instagram sebagai media promosi, namun menghadapi rendahnya engagement akibat pesan konten yang belum terstruktur dan belum membangun kedekatan dengan audiens. Tugas akhir ini bertujuan merancang strategi konten berbasis content pillar attachment untuk meningkatkan engagement pada akun Instagram Shooting Star Studio, dengan menerapkan analisis STP, model AISAS, dan konsep brand attachment. Metode yang digunakan bersifat deskriptif kualitatif, dengan teknik pengumpulan data melalui observasi selama praktik industri, studi pustaka, dan wawancara terhadap lima narasumber. Melalui editorial planning yang dirancang dan dieksekusi, engagement rate meningkat dari 2,68% (Januari-Maret 2026) menjadi 9,28% (April-Juni 2026). Peningkatan tersebut diperkuat oleh hasil wawancara yang menunjukkan munculnya rasa affection, passion, dan connection audiens terhadap konten yang diunggah. Hasil ini menunjukkan bahwa strategi konten berbasis attachment efektif meningkatkan kedekatan dan keterlibatan audiens terhadap brand.

Instagram has become a strategic space for creative industry players to build closeness with their audience. Shooting Star Studio, an audio visual production studio rental in South Jakarta, uses Instagram as a promotional medium but faces low engagement due to unstructured contentmessaging that fails to build closeness with the audience. This final project aims to design an attachment contentpillar based contentstrategy to increase engagement on Shooting Star Studio's Instagram account, applying STP analysis, the AISAS model, and the brand attachment concept. The method used is descriptive qualitative, with data collection techniques through observation during the industry practicum, literature study, and interviews with five informants. Through the designed and executed editorial planning, the engagement rate increased from 8.32% (January-March 2026) to 26.08% (April-June 2026). This increase was further supported by interview findings showing the emergence of audience affection, passion, and connection toward the uploaded content. These results show that an attachment based contentstrategy is effective in increasing audience closeness and engagement with the brand.