PENGEMBANGAN KONTEN INSTAGRAM DI @RRI_JAKARTA DENGAN MENGGUNAKAN TEORI AIDA UNTUK MENINGKATKAN ENGAGEMENT GENERASI Z

The development of digital media requires Radio Republik Indonesia to adapt to
social media as an effective means of delivering information. However, Instagram
@rri_jakarta has not managed content consistently. This study aims to develop
Instagram content @rri_jakarta using communication theory, communication
media, digital advertising, Instagram, STP, message appeals, Aida with stages of
attention, interest, desire, action as communication strategies, and engagement
indicators. The implementation method uses a project-based with a qualitative
descriptive approach. Data collection techniques include observation, literature
study, documentation, and Instagram Insight. The development stages consist of
Instagram account analysis, content idea preparation, script creation, editing,
publication, insight monitoring, engagement analysis, and content reports.
Development is carried out through entertainment, holiday, and promotional
content with relatable and POV that utilize social media trends. Data after
development shows that entertainment content has 14,489 Engagements, holiday
content has 17,973 Engagements, and promotional content has 921 Engagements.
These data indicate that content development on Instagram @rri_jakarta can
increase Engagement in Generation Z.
Keywords: social media development, social media, generation z, instagram,
content

Perkembangan media digital menuntut Radio Republik Indonesia beradaptasi
dengan media sosial sebagai sarana penyampaian informasi yang efektif. Namun,
Instagram @rri_jakarta belum mengelola konten secara konsisten. Penelitian ini
bertujuan mengembangkan konten Instagram @rri_jakarta menggunakan teori
komunikasi, media komunikasi, periklanan digital, Instagram, STP, message
appeals, Aida dengan tahapan attention, interest, desire, action sebagai strategi
komunikasi, dan indikator engagement. Metode pelaksanaan menggunakan
project based dengan pendekatan deskriptif kualitatif. Teknik pengumpulan data
meliputi observasi, studi pustaka, dokumentasi, dan Instagram Insight. Tahapan
pengembangan terdiri atas analisis akun Instagram, penyusunan ide konten,
pembuatan script, editing, publikasi, monitoring insight, analisis engagement, dan
report konten. Pengembangan dilakukan melalui konten hiburan, hari raya, dan
promosi dengan relate dan POV yang memanfaatkan tren media sosial. Data
sesudah pengembangan terdapat konten hiburan 14,489 Engagement, konten hari
raya 17,973 Engagement, konten promosi 921 Engagement. Data tersebut
menunjukkan pengembangan konten di Instagram @rri_jakarta dapat
meningkatkan Engagement pada Generasi Z.
Kata Kunci: pengembangan sosial media, sosial media, generasi z, instagram,
konten