Strategi Promosi Novel Romance “Attached” Melalui Instagram untuk Usia 18+

The development of digital technology has encouraged the use of social media as a promotional medium, including in the publishing industry. This final project aims to develop a promotional strategy for the romance novel Attached through Instagram targeting audiences aged 18 years and above. The writing method employed literature study and questionnaire distribution to identify audience characteristics and content preferences. The promotional strategy was implemented by creating visual branding, content planning, and promotional content using Instagram features such as Feed, Story, Carousel, Reels, and Highlight. The evaluation was conducted using Instagram Insight. The results indicate that the promotional strategy successfully reached 1,964 accounts
with 6,908 impressions. During the promotional period, 10 feed posts, 3 carousel posts, 2 Reels, 21 Stories, and 4 Highlights were published. In addition, the account gained 405 followings and 17 followers. These findings indicate that Instagram can effectively support novel promotion through attractive, consistent, and audience-oriented visual content.

Perkembangan teknologi digital mendorong pemanfaatan media sosial sebagai sarana promosi, termasuk dalam industri penerbitan. Tugas Akhir ini bertujuan menyusun strategi promosi novel romance Attached melalui Instagram pada audiens berusia 18ntahun ke atas. Metode yang digunakan adalah studi pustaka dan penyebaran kuesioner untuk mengetahui karakteristik serta preferensi target audiens terhadap konten promosi. Strategi promosi diterapkan melalui penyusunan identitas visual akun, content planning, serta pembuatan konten menggunakan fitur Feed, Story, Carousel, Reels, dan Highlight. Evaluasi dilakukan menggunakan Instagram Insight. Hasil pelaksanaan menunjukkan
bahwa strategi promosi berhasil menjangkau 1.964 akun dengan total 6.908 tayangan. Selama proses promosi dipublikasikan 10 konten feed, 3 carousel, 2 Reels, 21 Instagram Story, dan 4 Highlight. Selain itu, akun Instagram memperoleh 405 following dan 17 followers. Hasil tersebut menunjukkan bahwa Instagram efektif digunakan sebagai media promosi novel melalui penyajian konten yang menarik, konsisten, dan sesuai dengan karakteristik target audiens.