| dc.description.abstract | Perkembangan pemasaran digital mendorong pengelola destinasi wisata memanfaatkan media sosial sebagai sarana utama memengaruhi keputusan berwisata. Agrowisata Desa Sukaresmi memiliki potensi wisata yang beragam, tetapi pemanfaatan media sosial belum maksimal akibat keterbatasan sumber daya manusia dan belum adanya perencanaan konten yang terstruktur sehingga pengelolaan akun Instagram kurang berkembang serta belum memiliki akun TikTok resmi.
Pengelolaan media sosial yang belum terarah menunjukkan perlu adanya penyusunan content planning yang terstruktur agar setiap konten dapat diproduksi melalui proses perencanaan yang terarah pada tujuan komunikasi tertentu. Proyek ini bertujuan menyusun content planning untuk Instagram dan TikTok oleh content planner di Agrowisata Desa Sukaresmi. Selain itu, proyek ini juga bertujuan menerapkan model AIDA dalam penyusunan struktur pesan pada brief konten untuk Instagram dan TikTok Agrowisata Desa Sukaresmi.
Data dan informasi proyek dikumpulkan melalui observasi, wawancara semi terstruktur, partisipasi aktif, dan studi pustaka. Penyusunan content planning dilakukan melalui lima tahapan, yaitu penetapan tujuan, riset tren, implementasi content pillar, penyusunan content calendar, dan pembuatan brief konten. Penetapan tujuan dilakukan dengan menggunakan metode SMART (specific, measurable, achievable, relevant, time bound), kemudian dilanjutkan dengan riset tren dan observasi akun sejenis untuk memperoleh ide dan referensi konten. Content pillar disusun ke dalam beberapa tema utama, kemudian disusun ke dalam content calendar sesuai tujuan dan platform yang digunakan. Selanjutnya, diturunkan menjadi brief konten dengan menerapkan model AIDA (attention, interest, desire, action) untuk menyusun struktur pesan yang persuasif dan terarah pada setiap konten yang diproduksi.
Hasil proyek berupa content planning untuk akun Instagram dan TikTok @joybarn.arcadomas. Penetapan tujuan menghasilkan tiga target KPI, yaitu brand awareness dengan reach 24.000 unique users, engagement rate =5%, dan conversion 24 DM. Riset tren menghasilkan empat content pillar (education, experience, connection, promotion) menjadi dasar penyusunan dalam content calendar selama periode 13 April sampai 8 Mei 2026. Brief konten sebagai tahap akhir menerapkan model AIDA, di mana hook membangun attention, narasi dan visual membangun interest, pesan emosional membangkitkan desire, dan call to action mendorong action pada setiap konten. Dari tiga indikator KPI, dua indikator berhasil tercapai yaitu engagement rate dan conversion. Hasil ini menunjukkan bahwa content planning dan model AIDA berhasil mendorong interaksi dan tindakan audiens, tetapi jangkauan akun masih perlu ditingkatkan lebih lanjut.
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The rapid growth of digital marketing has encouraged tourism destination managers to utilize social media as a primary channel for influencing tourists' travel decisions. Sukaresmi Village Agrotourism offers a wide range of tourism attractions. However, its social media utilization has not been optimal due to limited human resources and the absence of a structured content planning process. As a result, the Instagram account has not been managed effectively, and the destination does not yet have an official TikTok account.
The unstructured management of social media highlights the need for a systematic content planning process to ensure that each piece of content is developed through strategic planning aligned with specific communication objectives. This project aimed to develop content planning for Instagram and TikTok by a content planner at Sukaresmi Village Agrotourism. In addition, the project sought to apply the AIDA model in developing persuasive message structures for Instagram and TikTok content briefs.
Project data and information were collected through observation, semi-structured interviews, active participation, and a literature review. The content planning process consisted of five stages. These stages included objective setting, trend research, content pillar development, content calendar preparation, and content brief creation. Objectives were established using the SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) framework. This was followed by trend research and benchmarking similar social media accounts to identify relevant content ideas and references. The content pillars were then organized into several key themes and incorporated into a content calendar based on the project objectives and the selected social media platforms. Finally, the content briefs were developed by applying the AIDA (Attention, Interest, Desire, Action) model to create persuasive and well-structured messages for each content piece.
The project resulted in a comprehensive content planning strategy for the Instagram and TikTok accounts **@joybarn.arcadomas**. The objective-setting stage established three Key Performance Indicator (KPI) targets. These included achieving a brand awareness reach of 24,000 unique users, maintaining an engagement rate of at least 5%, and generating 24 direct messages (DMs) as conversion outcomes. Trend research identified four content pillars consisting of education, experience, connection, and promotion. These pillars served as the foundation for the content calendar covering the period from April 13 to May 8, 2026. In the final stage, the content briefs applied the AIDA model. The hook captured attention. The narrative and visuals generated interest. The emotional message stimulated desire. The call to action encouraged action in every content piece. Of the three KPI indicators, two were successfully achieved, namely engagement rate and conversion. These findings indicate that the content planning strategy and the AIDA model were effective in increasing audience engagement and encouraging audience actions, although the account's reach still requires further improvement. | |
