STRATEGI PEMBUATAN KONTEN VISUAL UNTUK MENINGKATKAN BRAND AWARENESS PADA INSTAGRAM @sdmao_djpt

Instagram is one of the digital communication platforms utilized by government institutions to disseminate information to the public. The Human Resources and Organizational Affairs Working Team (SDMAO) of the Directorate General of Capture Fisheries had not yet optimized its Instagram account due to the absence of a consistent visual identity and a structured content strategy, resulting in brand awareness not being maximally established. This study aims to implement a visual content creation strategy to enhance brand awareness of the Instagram account @sdmao_djpt. The study employs the AISAS (Attention, Interest, Search, Action, Share) theory and the Segmentation, Targeting, and Positioning (STP) framework. Data were collected through observation, interviews, literature review, and questionnaires. The study applied a project-based approach, in which the visual content creation process consisted of mentor guidance, brief preparation, design creation, review, revision, approval, and publication according to the content schedule. The results indicate that the number of followers increased from 25 to 272, while the Instagram feed became more consistent, diverse, professional, and visually structured. In addition, the questionnaire results from 26 respondents showed that the Instagram account @sdmao_djpt had reached the Brand Recognition stage. Therefore, the visual content creation strategy proved effective in improving the brand awareness of the Instagram account @sdmao_djpt.

Keywords: visual content, Instagram, brand awareness, AISAS, STP.

Instagram merupakan salah satu media komunikasi digital yang dimanfaatkan instansi pemerintah untuk menyampaikan informasi kepada masyarakat (Publikasi). Tim Kerja Sumber Daya Manusia Aparatur dan Organisasi (SDMAO) Direktorat Jenderal Perikanan Tangkap belum optimal karena belum memiliki identitas visual yang konsisten dan strategi konten yang terstruktur sehingga brand awareness belum terbentuk secara maksimal. Penulisan ini bertujuan dapat melakukan strategi pembuatan konten visual dan meningkatkan brand awareness pada akun Instagram @sdamo_djpt. Penulisan menggunakan teori AISAS (Attention, Interest, Search, Action, Share) dan Segmenting, Targeting, Positioning (STP). Metode pengumpulan data (observasi, wawancara, studi pustaka, dan kuesioner). Metode penulisan menggunakan pembuatan (project-based) Proses pembuatan konten visual meliputi arahan mentor, pembuatan brief, pembuatan desain, riview, revisi, approval hingga publikasi sesuai jadwal. Hasil menunjukkan jumlah pengikut dari 25 menjadi 272, tampilan feed yang lebih konsisten, variatif, profesional, dan identitas visual yang lebih terstruktur serta 26 responden hasil kuesioner menunjukkan bahwa akun Instagram @sdmao_djpt pada tahan Brand Recognition, sehingga strategi pembuatan konten visual dapat meningkatkan Brand Awareness Pada Instagram @Sdmao_Djpt.

Kata kunci: konten visual, Instagram, brand awareness, AISAS, STP.