Pembuatan Konten Audio Visual Testimoni Audiens Pada Instagram @Hello Selvio Untuk Meningkatkan Brand Trust

Persaingan bisnis photobooth menuntut tingginya brand trust, namun penyajian testimoni di Instagram @helloselvio belum optimal. Tugas Akhir ini bertujuan merancang konten audio visual berbasis testimoni untuk meningkatkan brand trust tersebut melalui pendekatan kualitatif deskriptif dan metode perancangan karya (pra-produksi hingga pasca-produksi). Perancangan ini berlandaskan pada teori komunikasi pemasaran digital, visual storytelling, social proof, kredibilitas sumber, dan model AIDA. Hasil perancangan berupa empat konten Instagram Reels dari ulasan jujur pelanggan menunjukkan peningkatan performa yang signifikan. Konten ini menghasilkan rata-rata Engagement Rate sebesar 7,21% (mengungguli unggahan katalog statis di 2,62%), mampu menurunkan skeptisisme audiens terhadap iklan, dan berhasil mendongkrak pesanan hingga 350%. Dapat disimpulkan bahwa konten testimoni audio visual yang dikemas menarik terbukti efektif memperkuat brand trust, interaksi audiens, dan minat beli secara nyata.

Kata kunci: Instagram, testimoni audiens, visual storytelling, brand trust, model AIDA.

The increasing competition in the photobooth industry demands strong brand trust; however, testimonial presentation on the @helloselvio Instagram account remains sub-optimal. This project aims to design and produce testimonial-based audiovisual content to enhance brand trust using a descriptive qualitative approach combined with a project-based production framework (pre-production, production, and post-production). The framework is grounded in digital marketing communication, visual storytelling, social proof, source credibility, and the AIDA model. The outcome four Instagram Reels crafted from authentic customer reviews demonstrated a significant increase in performance metrics. The content achieved an average Engagement Rate of 7.21% (outperforming static catalog posts at 2.62%), reduced ad skepticism, and boosted orders by 350%. In conclusion, engaging testimonial audiovisual content effectively strengthens brand trust, audience engagement, and purchase intent.

Keywords: Instagram, audience testimonials, visual storytelling, brand trust, AIDA model.