PEMBUATAN KONTEN REELS BERBASIS RAW CONTENT PADA AKUN INSTAGRAM @INSPIRING.ID UNTUK MENINGKATKAN BRAND AWARENESS

The rapid development of social media has encouraged companies to
develop content strategies that can enhance brand awareness. Based on the
evaluation results, the short content format previously used on the @inspiring.id
Instagram account did not achieve optimal performance, prompting the
implementation of a raw content format. The project was carried out through the
stages of pre-production, production, and post-production using observation,
interviews, and literature review as data collection methods. The implementation
of raw content improved reach, likes, comments, shares, and profile visits compared
to the previous content format. Therefore, raw content can be considered an
effective digital communication strategy for enhancing the brand awareness of the
@inspiring.id Instagram account.
Keywords : Raw Content, Instagram Reels, Brand Awareness.

Perkembangan media sosial mendorong perusahaan untuk menciptakan
strategi konten yang mampu meningkatkan brand awareness. Berdasarkan hasil
evaluasi, konten Instagram @inspiring.id dengan format short content belum
memberikan performa yang optimal, menjadi Raw content. Perancangan dilakukan
melalui tahapan pra-produksi, produksi, dan pascaproduksi dengan metode
observasi, wawancara, dan studi pustaka. Penerapan raw content mampu
meningkatkan reach, likes, komentar, shares, dan profile visits dibandingkan format
sebelumnya. raw content dapat menjadi strategi komunikasi digital yang efektif
dalam mendukung peningkatan brand awareness akun Instagram @inspiring.id.
Kata Kunci : Raw Content, Instagram Reels, Brand Awareness.