Pembuatan Konten Soft Selling Pada Media Sosial Instagram @truebakehouse.id Untuk Meningkatkan Engagement

ABSTRAK

Industri periklanan digital menuntut kreativitas tinggi pada konten video pendek Instagram
Reels. Pengelolaan media sosial @truebakehouse.id sebelumnya dinilai kaku dan minim
narasi, sehingga menyebabkan rendahnya engagement serta tingginya angka skipping pada tiga
detik pertama. Melalui pemanfaatan fungsi komunikasi pemasaran dan manfaat komunikasi
informatif serta persuasif, penelitian ini bertujuan menyusun, mengimplementasikan, dan
menganalisis strategi konten video berbasis soft-selling melalui pendekatan STP dan Model
AISAS untuk meningkatkan engagement pada akun Instagram @truebakehouse.id. Langkah
kerja penelitian meliputi tahap pra-produksi (riset tren, perumusan konsep, dan review), tahap
produksi (briefing talent, pengambilan gambar, dan footage checking), serta tahap pasca
produksi (editing, penyusunan caption, dan penjadwalan). Hasil implementasi menunjukkan
peningkatan jangkauan akun dari rentang 9.000-16.000 menjadi 13.000-36.000 views,
peningkatan eksposur kepada 91% audiens baru (non-followers) pada Mei 2026, serta
peningkatan interaksi berupa likes, comments, shares, dan saves. Temuan tersebut
mengindikasikan bahwa penerapan strategi konten soft-selling berbasis Model AISAS
memberikan peningkatan terhadap engagement dan jangkauan akun Instagram
@truebakehouse.id.
Kata Kunci: Komunikasi Pemasaran, Manfaat Komunikasi, Media Sosial Instagram, Konten
Soft-Selling, Model AISAS, Engagement.

ABSTRACT

The digital advertising industry demands high creativity in short-video content on Instagram
Reels. Previous social media management at @truebakehouse.id was rigid and lacked
narrative, resulting in low engagement and high skip rates within the first three seconds. By
utilizing marketing communication functions as well as informative and persuasive
communication benefits, this study aims to formulate, implement, and analyze video content
strategies based on soft-selling through the STP approach and the AISAS Model to boost
engagement on the @truebakehouse.id Instagram account. The workflow comprises pre
production (trend research, conceptualization, and review), production (talent briefing,
shooting, and footage checking), and post-production (editing, captioning, and scheduling).
The implementation results show an increase in account reach from 9,000-16,000 to 13,000
36,000 views, expanded algorithmic exposure to 91% new audiences (non-followers) by May
2026, and increased interactions in the form of likes, comments, shares, and saves. These
findings indicate that the application of soft-selling content strategies based on the AISAS
Model contributes to enhancing audience engagement and account reach on the
@truebakehouse.id Instagram account.
Keywords: Marketing Communication, Communication Benefits, Instagram Social Media,
Soft-Selling Content, AISAS Model, Engagement.