STRATEGI OPTIMALISASI COPYWRITING PADA INSTAGRAM @KEMENHAJ.ASRAMAHAJI.JAKARTA SERTA IMPLIKASINYA TERHADAP ENGAGEMENT KHALAYAK.

Engagement on the Instagram account @Kemenhaj.Asramahaji.Jakarta
had not been optimal because the captions previously used were primarily
informative, lacked persuasive elements, and did not include a call to action (CTA).
This study aims to analyze the strategy for optimizing informative-persuasive
copywriting and its implications for audience engagement. The study is based on
the concepts of informative-persuasive copywriting and social media engagement.
A descriptive qualitative method was employed through observation,
documentation, and content analysis of captions before and after the optimization
process. The findings indicate that the implementation of informative-persuasive
copywriting combined with a CTA was able to increase audience engagement, as
reflected in higher interactions such as likes, comments, and shares, while also
improving the audience's understanding of the information presented. Therefore,
the optimization of copywriting has positive implications for enhancing the social
media performance of public institutions by fostering more interactive
communication with their audiences.
Keywords: copywriting, informative-persuasive, Instagram, engagement, social
media.
ABSTRAK
Engagement pada akun Instagram @Kemenhaj.Asramahaji.Jakarta belum
optimal karena caption yang digunakan sebelumnya cenderung hanya bersifat
informatif, belum memiliki unsur persuasif, dan belum dilengkapi dengan call to
action (CTA). Penulisan ini bertujuan menganalisis strategi optimalisasi
copywriting informatif-persuasif serta implikasinya terhadap engagement
khalayak. Penulisan ini menggunakan konsep copywriting informatif-persuasif dan
engagement media sosial sebagai landasan analisis. Metode yang digunakan adalah
deskriptif kualitatif melalui observasi, dokumentasi, dan analisis konten terhadap
caption sebelum dan sesudah optimalisasi. Hasil Penulisan menunjukkan bahwa
penerapan copywriting informatif-persuasif yang disertai CTA mampu
meningkatkan engagement melalui peningkatan interaksi seperti like, comment, dan
share, serta membantu khalayak memahami informasi yang disampaikan. Dengan
demikian, strategi optimalisasi copywriting memberikan implikasi positif terhadap
peningkatan performa media sosial instansi dalam membangun komunikasi yang
lebih interaktif.
Kata kunci: copywriting, informatif-persuasif, Instagram, engagement, media
sosial.