PERANCANGAN KONTEN BERBASIS IDENTITAS VISUAL UNTUK MENINGKATKAN ENGAGEMENT RATE PADA PLATFORM INSTAGRAM @DITJENBINAKEUDA

ABSTRAK

The development of social media has encouraged government institutions to deliver information through engaging content with a consistent visual identity to support public information dissemination. Based on the observation results, the implementation of visual identity on the Instagram account @ditjenbinakeuda is still inconsistent, as reflected in the use of logos, mandatory social media elements, colors, typography, and graphic elements that are not yet uniform, thereby affecting the visual appeal and audience engagement. This final project aims to analyze the initial condition of the content, design visual identity-based content, and evaluate the improvement in engagement. This study applies the principles of design and design elements as its theoretical foundation. The data collection methods used were participant observation and literature review, while the design method employed was project-based. The content design process consisted of preparing a design brief, brainstorming, collecting assets and visual references, designing, conducting design reviews, revising the design, uploading the files to Google Drive, publishing the content on Instagram, and evaluating the content. The results showed an increase of 49.7% in impressions, 44.5% in reach, and 108.8% in content interactions. The Engagement Rate by Reach (ERR) results were 2.96% for informative content, 3.31% for documentation content, and 6.09% for educational content, indicating an improvement in the engagement rate. Therefore, the implementation of visual identity based content on the Instagram platform @ditjenbinakeuda successfully increased the engagement rate.
Keywords: Visual Identity, Instagram, Social Media Content, Engagement, Engagement Rate by Reach (ERR).

Perkembangan media sosial mendorong instansi pemerintah untuk menyampaikan informasi melalui konten yang menarik dan memiliki identitas visual yang konsisten guna mendukung penyampaian informasi kepada publik. Berdasarkan hasil observasi, penerapan identitas visual pada akun instagram @ditjenbinakeuda masih belum konsisten, terlihat dari penggunaan logo, mandatory media sosial, warna, tipografi, dan elemen grafis yang belum seragam sehingga memengaruhi daya tarik visual dan engagement audiens. Tujuan penulisan ini adalah untuk menganalisis kondisi awal konten, merancang konten berbasis identitas visual, serta mengevaluasi peningkatan engagement. Penulisan ini menggunakan teori prinsip desain dan elemen desain. Metode pengumpulan data yang digunakan yaitu observasi partisipatif dan studi pustaka, sedangkan metode penulisan perancangan menggunakan project based. Perancangan konten dilakukan melalui proses design brief, brainstorming, mencari aset dan referensi visual, proses desain, design review, revisi desain, unggah file ke google drive, publikasi ke instagram dan evaluasi konten. Hasil perancangan menunjukkan peningkatan tayangan sebesar 49,7%, jangkauan 44,5%, dan interaksi konten 108,8%. Hasil Engagement Rate by Reach menunjukan nilai 2,96% pada konten informatif, 3,31% pada konten dokumentasi, dan 6,09% pada konten edukatif yang menunjukan adanya peningkatan engagement rate. Artinya, perancangan konten berbasis identitas visual pada platform Instagram @Ditjenbinakeuda, berhasil meningkatkan engagement rate
Kata Kunci: Identitas Visual, Instagram, Konten Media Sosial, Engagement, Engagement Rate by Reach (ERR).