Strategi dalam Meningkatkan Pesan Efektif pada Iklan Media Sosial (Studi Kualitatif Akun Instagram @Sinarutama)

Abstract

This study is entitled “Strategies for Enhancing Effective Messaging in Social Media Advertising (A Qualitative Study on the Instagram Account @Sinarutama).” The objective of this research is to identify and analyze the strategies implemented to enhance effective advertising messages on social media, specifically through the Instagram account @sinarutama. This research employs a qualitative approach using a descriptive method. Two informants were selected purposively. Data collection techniques included in-depth interviews, observation, and literature review. The collected data were analyzed through data condensation, data display, and drawing meaning, with the validity of the data verified through triangulation techniques. The results indicate that effective advertising messages are influenced by several key elements, including visual and verbal creativity, consistency in brand identity, the intensity of audience interaction, and the appropriateness of timing and content format. Visual and verbal creativity is considered crucial in capturing audience attention, while brand consistency reinforces the company's image and values. The optimization of these components can enhance audience engagement and strengthen message delivery in the context of social media advertising, as exemplified by the Instagram account @sinarutama.