Implementasi Strategi Instagram dalam Membangun Brand Awareness CV Bukit Bentang Mas

Abstract

CV Bukit Bentang Mas merupakan perusahaan yang bergerak di bidang jasa desain interior dan konstruksi. Sebelum proyek dilaksanakan, perusahaan belum memiliki media sosial dan aktivitas komunikasi digital yang terstruktur sehingga visibilitas perusahaan di media digital masih terbatas. Proyek ini bertujuan mengimplementasikan strategi Instagram sebagai media komunikasi digital dalam membangun brand awareness CV Bukit Bentang Mas. Metode pelaksanaan proyek dilakukan melalui beberapa tahapan, yaitu analisis kondisi awal akun Instagram, penentuan target audiens, penyusunan content guideline, content pillar, dan content planning, produksi serta publikasi konten, pengelolaan interaksi (engagement), hingga monitoring dan evaluasi performa akun. Strategi konten difokuskan pada penyampaian informasi layanan perusahaan, portofolio proyek, edukasi desain interior, dan promosi layanan melalui berbagai format konten Instagram. Hasil implementasi menunjukkan bahwa akun Instagram berhasil menjadi media komunikasi digital perusahaan dengan memperoleh 24.406 tayangan, menjangkau 19.132 akun, menghasilkan 434 interaksi, serta memperoleh 185 pengikut selama periode implementasi. Mayoritas akun yang dijangkau merupakan pengguna yang sebelumnya belum mengikuti akun perusahaan, sehingga menunjukkan peningkatan eksposur kepada audiens baru. Berdasarkan hasil tersebut, implementasi strategi Instagram mampu meningkatkan visibilitas perusahaan di media sosial serta mendukung pembentukan brand awareness CV Bukit Bentang Mas. Instagram terbukti efektif sebagai media komunikasi digital untuk memperkenalkan perusahaan kepada masyarakat yang lebih luas dan dapat dijadikan strategi komunikasi digital yang berkelanjutan.

Kata kunci: brand awareness, Instagram, komunikasi digital, media sosial.

CV Bukit Bentang Mas is a company engaged in interior design and construction services. Prior to this project, the company did not have social media platforms or a structured digital communication strategy, resulting in limited digital visibility. This project aimed to implement an Instagram strategy as a digital communication medium to build the company's brand awareness. The project was carried out through several stages, including initial Instagram account analysis, target audience identification, development of content guidelines, content pillars, and content planning, content production and publication, engagement management, as well as account monitoring and evaluation. The content strategy focused on introducing the company's services, showcasing project portfolios, providing interior design education, and promoting services through various Instagram content formats. The implementation results showed that the Instagram account successfully functioned as the company's digital communication channel, generating 24,406 impressions, reaching 19,132 accounts, producing 434 interactions, and gaining 185 followers during the implementation period. Most of the reached accounts were new audiences who had not previously followed the company's Instagram account, indicating increased exposure to potential customers. These findings demonstrate that the implementation of the Instagram strategy improved the company's social media visibility and supported the development of brand awareness. Therefore, Instagram proved to be an effective digital communication platform for introducing the company to a wider audience and can be utilized as a sustainable digital communication strategy.

Keywords: brand awareness, digital communication, Instagram, social media