Strategi Pemasaran Konten Instagram @animalium.id untuk Meningkatkan Brand Awareness Animalium BRIN Cibinong

Abstract

Rendahnya literasi lingkungan menuntut peran edukatif Animalium BRIN dalam menyebarluaskan pengetahuan biodiversitas. Penelitian ini bertujuan merumuskan strategi content marketing @animalium.id untuk meningkatkan brand awareness. Penelitian ini menerapkan tiga pendekatan: analisis kuantitatif melalui survei terhadap 100 responden untuk memetakan perilaku audiens, analisis kualitatif untuk mendalami strategi konten, serta analisis SWOT untuk menentukan posisi strategis organisasi. Hasil analisis SWOT menempatkan organisasi pada Kuadran II (Strength-Threats), yang mengindikasikan perlunya pemanfaatan kekuatan internal untuk memitigasi ancaman eksternal berupa ketatnya persaingan. Berdasarkan analisis SWOT, wawancara internal, dan kuesioner non-followers, penelitian ini menghasilkan SOP Playbook Marketing Communication. Dokumen ini mencakup penguatan brand essence, standarisasi alur kerja, strategi konten berbasis content pillar dan Hook-Value-CTA, protokol penanganan krisis, serta sistem evaluasi kinerja konten. Implementasi SOP Playbook ini diharapkan mampu meningkatkan brand awareness @animalium.id secara efektif dan terukur di Instagram.

Low levels of environmental literacy underscore the need for Animalium BRIN to play an educational role in disseminating knowledge about biodiversity. This study aims to formulate a content marketing strategy for @animalium.id to increase brand awareness. The study employs three approaches: quantitative analysis through a survey of 100 respondents to map audience behavior, qualitative analysis to explore content strategies, and a SWOT analysis to determine the organization’s strategic position. The results of the SWOT analysis place the organization in Quadrant II (Strengths-Threats), indicating the need to leverage internal strengths to mitigate external threats in the form of intense competition. Based on the SWOT analysis, internal interviews, and a questionnaire for non-followers, this study produced a Marketing Communication Playbook SOP. This document covers the reinforcement of brand essence, standardization of workflows, content strategies based on content pillars and the Hook-Value-CTA framework, crisis management protocols, and a content performance evaluation system. The implementation of this SOP Playbook is expected to effectively and measurably increase brand awareness for @animalium.id on Instagram.