Strategi Konten Kreatif dalam Membangun Engagement di Media Sosial Instagram @bicara.project

Abstract

Meningkatnya persaingan di media sosial mendorong organisasi dan pelaku usaha untuk menerapkan strategi konten kreatif yang mampu membangun engagement audiens. Instagram @bicara.project memanfaatkan berbagai bentuk konten kreatif sebagai upaya membangun interaksi dan hubungan yang lebih erat dengan pengikutnya. Penelitian ini bertujuan untuk mengidentifikasi strategi konten kreatif dalam membangun engagement di Instagram @bicara.project, mengidentifikasi tingkat engagement media sosial Instagram @bicara.project, serta merumuskan strategi pengembangan konten kreatif. Penelitian menggunakan metode kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara dan observasi. Pelaksanaan wawancara dilakukan terhadap narasumber yang terlibat langsung dalam pengelolaan akun Instagram, yaitu staf bagian divisi marketing dan content creative & editor. Analisis dilakukan berdasarkan teori The Circular Model of SOME yang dikemukakan oleh Regina Luttrell, meliputi tahapan share, optimize, manage, dan engage. Hasil penelitian menunjukkan bahwa strategi konten kreatif yang diterapkan oleh Bicara Project berhasil membangun engagement melalui penyajian konten yang bervariasi, penggunaan call to action (CTA), serta pemanfaatan berbagai fitur Instagram. Peningkatan engagement terlihat pada periode September–November 2025 dibandingkan dengan Juni–Agustus 2025. Tingkat engagement Instagram @bicara.project dapat dilihat dari indikator utama engagement yaitu like, comment, share, save dan reach. Konten hiburan/entertain merupakan konten yang mampu menghasilkan engagement yang tinggi dibandingkan jenis konten lainnya. Pengembangan strategi konten kreatif diarahkan pada peningkatan inovasi konten, penguatan perencanaan dan evaluasi konten, optimalisasi pemanfaatan fitur Instagram, serta peningkatan kemampuan adaptasi terhadap perubahan tren dan algoritma media sosial agar engagement audiens dapat terus meningkat secara berkelanjutan.

Building competition on social media has encouraged organizations and businesses to implement creative content strategies to enhance audience engagement. The Instagram account @bicara.project utilizes various forms of creative content to build interaction and strengthen relationships with its followers. This study aims to identify the creative content strategy employed to increase engagement on the @bicara.project Instagram account, identify the level of engagement on the Instagram account @bicara.project, and formulate strategies for further developing creative content. This study employed a descriptive qualitative method using interviews and observations as the primary data collection techniques. Interviews were conducted with informants directly involved in managing the Instagram account, including staff from the marketing and creative content divisions as well as the content editor. Data analysis was based on Regina Luttrell's The Circular Model of SOME, which consists of the stages of share, optimize, manage, and engage. The findings indicate that Bicara Project's creative content strategy successfully build audience engagement through the use of diverse content formats, call to action (CTA), and various Instagram features. Engagement build during the September–November 2025 period compared with June–August 2025. Engagement level of the Instagram account @bicara.project was measured based on the main engagement indicators, namely likes, comments, shares, saves, and reach. Entertainment content generated the highest level of engagement compared to other types of content. Based on these findings, the proposed strategy for developing creative content focuses on building content innovation, strengthening content planning and evaluation, optimizing the use of Instagram features, and improving adaptability to changing social media trends and algorithms in order to sustain and further enhance audience engagement.