Pembuatan Scriptwriting Berbasis Konsep Framing Untuk Meningkatkan Engagement Pada Akun Instagram @idx_channel

ABSTRAK
Media sosial, khususnya Instagram, menjadi sarana penting dalam penyebaran informasi digital. Namun, konten informatif mengenai ekonomi, bisnis, dan pasar modal pada akun Instagram @idx_channel masih menghadapi tantangan dalam menarik perhatian audiens khususnya pada program For Your Knowledge (FYK) sehingga tingkat engagement berupa likes, comments, shares, dan saves belum optimal. Tugas Akhir ini bertujuan mendeskripsikan proses pembuatan scriptwriting berbasis konsep Framing untuk meningkatkan engagement pada konten Instagram Reels program For Your Knowledge (FYK). Landasan teori yang digunakan meliputi konsep media sosial, engagement, scriptwriting, hook, Teori Framing, dan komunikasi digital. Tugas Akhir ini menggunakan metode penelitian kualitatif deskriptif dengan teknik pengumpulan data berupa observasi, wawancara, dan studi pustaka. Proses pembuatan karya dilaksanakan melalui sembilan tahapan, pencarian artikel berita, verifikasi bahan konten, analisis artikel menggunakan teori Framing, penyusunan hook, isi, dan penutup berbasis konsep Framing, pembuatan Call to Action (CTA), penyusunan caption, verifikasi naskah, perekaman voice over, serta penyerahan script final beserta hasil voice over kepada tim editor. Hasil evaluasi menunjukkan bahwa penerapan konsep Framing mampu meningkatkan performa konten yang ditandai dengan meningkatnya views, likes, comments, shares, dan saves dibandingkan sebelum penerapan.
Kata kunci: scriptwriting, framing, Instagram Reels, engagement.

ABSTRACT
Social media, particularly Instagram, has become an important platform for disseminating digital information. However, informative content related to economics, business, and the capital market on the @idx_channel Instagram account, especially in the For Your Knowledge (FYK) program, still faces challenges in attracting audience attention, resulting in suboptimal engagement in terms of likes, comments, shares, and saves. This Final Project aims to describe the process of developing scriptwriting based on the Framing concept to improve engagement in Instagram Reels content for the For Your Knowledge (FYK) program. The theoretical framework includes the concepts of social media, engagement, scriptwriting, hook, Framing theory, and digital communication. This Final Project employed a descriptive qualitative method with data collected through observation, interviews, and literature review. The production process consisted of nine stages: selecting news articles, verifying content materials, analyzing articles using Framing theory, developing the hook, body, and closing based on the Framing concept, creating a Call to Action (CTA), writing captions, verifying the script, recording the voice-over, and submitting the final script along with the voice-over recording to the editing team. The evaluation results indicate that the application of the Framing concept improved content performance, as reflected in the increase in views, likes, comments, shares, and saves compared to the period before its implementation.
Keywords: scriptwriting, framing, Instagram Reels, engagement.