Perancangan Konten Media Sosial Instagram Mixue Semarang (@mixue.smg)

Abstract

Media sosial seperti Instagram dapat menjadi salah satu alat promosi khususnya untuk sektor bisnis Food & Beverages yang sedang mengalami peningkatan di Indonesia meskipun di tengah masa pandemi Covid-19. Mixue Semarang sebagai salah satu bisnis F&B di Semarang, Indonesia ingin memperluas jangkauan dan perhatian audiens baru menggunakan media sosial Instagram melalui pembuatan konten-konten Instagram pada bulan Februari 2022. Agar dapat menjangkau perhatian audiens baru dan menyampaikan pesan melalui konten, perancangan konten-konten Instagram disesuaikan target audiens yaitu pengguna aktif Instagram seperti anak muda serta merancang konten yang kreatif, menarik dan lebih terstruktur. Selama proses perancangan hingga eksekusi, penulis menggunakan konten yang bersifat informatif dan interaktif serta mengaplikasikan konsep-konsep seperti pemasaran dan copywriting untuk mencapai tujuan perancangan. Akun Instagram Mixue Semarang berhasil mengalami peningkatan jangkauan hingga 86,3% pada bulan Februari 2022 berdasarkan hasil Instagram insights pada akun Instagram Mixue Semarang.

Social media such as Instagram became one of promotional tools used especially for Food & Beverages business sector, which is experiencing an increase in Indonesia even in the midst of the Covid-19 pandemic. Mixue Semarang as one of the F&B businesses in Semarang, Indonesia wanted to expand the reach and attention of new audiences using Instagram through creating Instagram contents in February 2022. In order to reach the attention of new audiences and convey messages through content, the planning of Instagram content is tailored to the target audience, namely active Instagram users such as young people and designing creative, interesting and more structured content. During the making to execution process, the writer uses informative and interactive content and applies concepts such as marketing and copywriting to achieve the planning goals. Mixue Semarang Instagram account managed to increase its reach to 86.3% in February 2022 based on the results of Instagram insights report on the Mixue Semarang Instagram account.