Proses Produksi Konten Video Promosi Berbasis Inovasi Provocation Method di A&Z Farm Ciceuri

Abstract

Proyek akhir ini dilatarbelakangi oleh kurangnya upaya promosi yang dilakukan oleh A&Z Farm Ciceuri, baik melalui media sosial maupun secara langsung di masyarakat. Mengatasi permasalahan tersebut, dikembangkan media promosi berupa video dengan penerapan inovasi provocation method. Metode ini bertujuan membangkitkan rasa penasaran audiens sejak awal video hingga akhir. Proses produksi mengikuti tahapan Multimedia Development Life Cycle yang terdiri dari konsep, perancangan, pengumpulan bahan, pembuatan, pengujian, dan distribusi. Proyek ini menghasilkan tiga jenis video utama, yaitu video ads, employee-generated content (EGC), dan video branding. Ketiga jenis video dipublikasikan di berbagai platform seperti Instagram, TikTok, YouTube, serta disebarluaskan melalui WhatsApp. Evaluasi menunjukkan bahwa video ads efektif menjangkau pengguna baru, sedangkan video EGC berhasil memperluas jangkauan melalui fitur kolaborasi. Video branding menunjukkan kebutuhan peningkatan pacing untuk menjaga atensi audiens. Secara keseluruhan, penggunaan provocation method terbukti mampu memancing rasa penasaran dan mempertahankan perhatian audiens hingga setengah durasi video, menandakan potensinya dalam meningkatkan efektivitas promosi digital.

This final project stems from the lack of promotional efforts by A&Z Farm Ciceuri, both on social media and within the local community. To address this issue, a promotional video was developed using the innovative provocation method, which aims to spark curiosity at the beginning of the video and maintain audience attention until the end. The production process followed the Multimedia Development Life Cycle, consisting of concept, design, material collection, production, testing, and distribution. This project produced three main types of videos, video ads, employee-generated content (EGC), and branding videos. These were published across platforms such as Instagram, TikTok, YouTube, and also shared via WhatsApp. The evaluation found that video ads were effective in reaching new users, while EGC helped expand audience reach through collaboration features. The branding video highlighted the need for improved pacing to sustain attention. Overall, the use of the provocation method successfully sparked curiosity and maintained viewer engagement for at least half the video duration, indicating its potential to enhance digital promotional effectiveness.