PEMBUATAN TEASER KONTEN REELS INSTAGRAM CAMEOPROJECT MENGGUNAKAN ADVERTISING APPEAL FRAMEWORK UNTUK MENINGKATKAN AWARENESS AUDIENCE

Instagram menjadi platform komunikasi pemasaran digital yang strategis melalui pemanfaatan format video pendek berbasis narasi seperti microdrama. Namun, konten promosi microdrama pada akun Instagram @cameoproject menunjukkan ketidakkonsistenan reach dan views akibat proses pembuatan pesan yang belum terstruktur. Penelitian ini menganalisis penerapan Advertising Appeal Framework, khususnya Emotional Appeal dan Problem Appeal, dalam pembuatan konten kreatif Instagram guna meningkatkan brand awareness, dengan Narrative Transportation Theory sebagai landasan untuk memahami keterlibatan audiens terhadap alur cerita. Penelitian menggunakan metode kualitatif deskriptif dengan pendekatan studi kasus pada tahap pra produksi, produksi, dan pasca produksi. Data dikumpulkan melalui observasi langsung, penelusuran data online, dan studi pustaka. Hasil penelitian menunjukkan bahwa penerapan Emotional Appeal dan Problem Appeal pada dua puluh lima konten Reels mampu meningkatkan reach dan impression akun secara signifikan, dengan Emotional Appeal terbukti lebih dominan dalam membangun keterlibatan emosional audiens dibandingkan Problem Appeal. Temuan ini menunjukkan bahwa Advertising Appeal Framework efektif digunakan sebagai dasar strategi pembuatan konten promosi microdrama untuk membangun brand awareness secara lebih terarah dan terukur di Instagram.
Kata kunci: Advertising Appeal Framework, Emotional Appeal, Problem Appeal, microdrama, brand awareness, Instagram
Instagram has become a strategic digital marketing communication platform through the use of short narrative-based video formats such as microdrama. However, microdrama promotional content on the Instagram account @cameoproject has shown inconsistent reach and views due to an unstructured message production process. This research analyzes the application of the Advertising Appeal Framework, specifically Emotional Appeal and Problem Appeal, in producing creative Instagram content to enhance brand awareness, with Narrative Transportation Theory as the foundation for understanding audience engagement with the storyline. This research uses a descriptive qualitative method with a case study approach covering the pre-production, production, and post-production stages. Data were collected through direct observation, online data tracking, and literature review. The results show that applying Emotional Appeal and Problem Appeal across twenty-five Reels contents significantly increased the account's reach and impressions, with Emotional Appeal proving more dominant in building audience emotional engagement than Problem Appeal. These findings indicate that the Advertising Appeal Framework serves as an effective strategic foundation for producing microdrama promotional content to build brand awareness in a more targeted and measurable way on Instagram.
Keywords: Advertising Appeal Framework, Emotional Appeal, Problem Appeal, microdrama, brand awareness, Instagram