PEMBUATAN KONTEN VISUAL INSTAGRAM @pertaminajabode BERBASIS VISUAL APPEAL UNTUK MENINGKATKAN ENGAGEMENT

Instagram has become a primary platform for young generations, particularly Generation Z and Millennials, to access visual and entertainment content. However, the instagram account @pertaminajabode still faces the problem of low engagement despite a high posting frequency. This condition is caused by the insufficient application of design principles in the published visual content. This final project aims to describe the process of creating visual content for the instagram account @pertaminajabode through a visual appeal approach to increase engagement during the period of January–June 2026. Data collection techniques used in this final project include observation, online research, and literature study. The content creation process was carried out through three stages, namely pre-production, production, and post-production, by applying visual elements such as color, typography, and layout, as well as graphic design principles including balance, contrast, and emphasis tailored to the characteristics of the target audience. The results show an improvement in the performance of the @pertaminajabode instagram account, with followers increasing by 730, impressions by 72,430, reach by 14,254, and engagement by 11,211. Based on these results, it can be concluded that the application of the visual appeal approach is effective in enhancing visual attractiveness and increasing the engagement of @pertaminajabode's instagram content.

Instagram menjadi platform utama bagi generasi muda, khususnya Generasi Z dan Milenial, dalam mengakses konten visual dan hiburan. Namun, akun instagram @pertaminajabode masih menghadapi permasalahan berupa rendahnya tingkat engagement meskipun intensitas unggahan tergolong tinggi. Kondisi ini disebabkan oleh kurangnya penerapan prinsip desain pada konten visual yang dipublikasikan. Tugas akhir ini bertujuan untuk menjelaskan proses pembuatan konten visual pada akun instagram @pertaminajabode melalui pendekatan visual appeal guna meningkatkan engagement selama periode Januari–Juni 2026. Penulisan tugas akhir ini menggunakan metode observasi, riset online, dan studi pustaka sebagai teknik pengumpulan data. Proses pembuatan konten dilaksanakan melalui tiga tahapan, yaitu praproduksi, produksi, dan pascaproduksi, dengan menerapkan elemen visual seperti warna, tipografi, layout, serta prinsip desain grafis berupa balance, contrast, dan emphasis yang disesuaikan dengan karakteristik target audiens. Hasil pelaksanaan menunjukkan peningkatan performa akun instagram @pertaminajabode, yaitu followers meningkat sebanyak 730, impression meningkat sebanyak 72.430, reach meningkat sebanyak 14.254, dan engagement meningkat sebanyak 11.211. Berdasarkan hasil tersebut, dapat disimpulkan bahwa penerapan pendekatan visual appeal efektif dalam meningkatkan daya tarik visual sekaligus engagement konten instagram @pertaminajabode.