Implementasi Teknik AIDA dalam Copywriting Video Iklan Media Sosial Vasaka Solterra

Abstract

Perkembangan media sosial mendorong pemanfaatan video pendek sebagai media promosi digital. Proyek akhir ini bertujuan mengimplementasikan teknik copywriting Attention, Interest, Desire, dan Action (AIDA) dalam penyusunan naskah video iklan Apartemen Vasaka Solterra. Pelaksanaan proyek menggunakan model ADDIE yang meliputi tahap Analysis, Design, Development, Implementation, dan Evaluation. Proyek ini menghasilkan enam video iklan yang dipublikasikan melalui Instagram Reels dan YouTube Shorts. Penerapan teknik AIDA menghasilkan penyampaian pesan yang sistematis sehingga mampu menarik perhatian, membangun ketertarikan, menumbuhkan keinginan, dan mendorong tindakan audiens. Analisis insight menunjukkan video memperoleh respons positif melalui jangkauan dan keterlibatan audiens. Penerapan teknik copywriting AIDA mendukung optimalisasi promosi digital Apartemen Vasaka Solterra. Pengembangan copywriting selanjutnya perlu disesuaikan dengan tren media sosial dan dievaluasi secara berkala untuk meningkatkan efektivitas promosi.

The rapid growth of social media has encouraged the use of short-form videos as a digital marketing medium. This final project aimed to implement the Attention, Interest, Desire, Action (AIDA) copywriting technique in developing promotional video scripts for Vasaka Solterra Apartment. The project employed the ADDIE model, consisting of Analysis, Design, Development, Implementation, and Evaluation. The project produced six promotional videos published on Instagram Reels and YouTube Shorts. The AIDA technique created a structured message flow that attracted attention, generated interest, created desire, and encouraged audience action. Social media insights indicated positive audience reach and engagement. The AIDA copywriting technique effectively supported the digital promotion of Vasaka Solterra Apartment. Future promotional content should follow social media trends and be evaluated regularly to improve its effectiveness.technique effectively supported the digital promotion of Vasaka Solterra Apartment.