Analisis Engagement Rate Konten Program Msib Batch 6 Dan Batch 7 Pada Akun Instaram @Lifeatcitiasia

Abstract

Perkembangan media sosial telah membawa perubahan besar dalam strategi komunikasi digital, termasuk dalam aktivitas promosi dan penyebaran informasi oleh Lembaga atau perusahaan. Penelitian ini bertujuan untuk menganalisis perbandingan engagement rate antara konten Instagram yang dipublikasi salama program MSIB Batch 6 dan Batch 7 pada akun Instagram @lifeatcitiasia milik PT.Citi Asia internasional. Penelitian ini menggunakan pendakan kantitatid didukung data kualitatif melalui observasi, dokumentasi, serta wawancara dengan tim content production dan social media. Analisis data dilakukan berdasarkan metrik digital seperti jumlah likes,komentar, viewers, reach, dan impression. Hasil penelitian menunjukkan bahwa konten dalam bentuk video (Reel) memiliki tingkat keterlibatan yang lebih tinggi dibanding konten lainnya, serta terdapat perbebedaan strategi dan efektivitas antara Batch 6 dan Batch 7. Faktor seperti tren digital, format visual, lokasi produksi, serta kualitas koordinasi tim turut mempengaruhi engagement rate. Temuan ini memberikan kontribusi bagi pengembangan strategi konten media sosial yang lebih efektif dan relevan dengan audiens digital saat ini.

The development of social media has significantly transformed digital communication strategies, including promotional activities and information dissemination by institutions and companies. This study aims to analyze and compare the engagement rate of Instagram content published during the Certified Independent Internship and Study Program (MSIB) Batch 6 and Batch 7 on the @lifeatcitiasia account owned by PT. Citi Asia Internasional. The research employs a quantitative approach supported by qualitative data obtained through observation, documentation, and interviews with the content and social media teams. Data analysis is based on digital metrics such as the number of likes, comments, viewers, reach, and impressions. The results indicate that video content (Reels) generates higher engagement levels compared to other content formats. Additionally, there are differences in strategy and effectiveness between Batch 6 and Batch 7. Factors such as digital trends, visual format, production location, and team coordination quality contribute to variations in engagement rate. These findings contribute to the development of more effective and audience-relevant social media content strategies.