Implementasi Content Planning untuk Meningkatkan Social Presence Akun Instagram “X”

Elisabeth Meylani; Oscar Karnalim

doi:10.28932/jste.v2i2.14683

Penulis

Elisabeth Meylani Program Studi Sistem Informasi, Fakultas Teknologi dan Rekayasa Cerdas, Universitas Kristen Maranatha
Oscar Karnalim Program Studi Sistem Informasi, Fakultas Teknologi dan Rekayasa Cerdas, Universitas Kristen Maranatha

DOI:

https://doi.org/10.28932/jste.v2i2.14683

Kata Kunci:

Content planning, Engagement rate, Instagram, Social media, Social presence

Abstrak

Instagram merupakan salah satu platform media sosial yang banyak dimanfaatkan oleh institusi pendidikan untuk membangun interaksi dan kehadiran sosial secara digital. Namun, pengelolaan konten yang tidak terencana dapat menyebabkan rendahnya tingkat keterlibatan audiens. Penelitian ini bertujuan untuk menganalisis implementasi content planning dalam meningkatkan social presence akun Instagram. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan memanfaatkan data dari Instagram Insights. Analisis dilakukan terhadap tema dan format konten berdasarkan metrik engagement rate sebagai indikator keterlibatan audiens. Hasil penelitian menunjukkan bahwa penerapan content planning yang terstruktur, khususnya melalui konten berbasis aktivitas dan video pendek, mampu meningkatkan keterlibatan audiens secara signifikan. Temuan ini menunjukkan bahwa content planning berperan penting dalam memperkuat social presence akun Instagram institusi pendidikan.

Referensi

W. Widyatmoko, "Development of marketing strategy through social media impact on consumer behavior in the digital era," in Proceeding of The International Conference on Economics and Business, 2022.

Y. Yang, "Exploring users' content creation and information dissemination behavior in social media: The moderating effect," Acta Psychologica, vol. 233, p. 103846, 2023.

H. Macready, "How to Use Instagram for Business and Drive Results in 2024," Hootsuite Blog, January 2024.

G. Appel, L. Grewal, R. Hadi and A. T. Stephen, "The future of social media in marketing," Journal of the Academy of Marketing Science, vol. 48, pp. 79-95, April 2019.

J. Zote, "Instagram engagement rate: How to calculate yours in 2025," sproutsocial, June 2025.

M. Trunfio and S. Rossi, "Conceptualising And Measuring Social Media Engagement: A systematic literature review," Italian Journal of Marketing, pp. 267-292, 11 August 2021.

Abderahman Rejeb, Karim Rejeb, Alireza Abdollahi and Horst Treiblmaier, "Telematics and Informatics," The big picture on Instagram research: Insights from a bibliometric analysis, vol. 73, September 2022.

Instagram, "Shedding More Light on How Instagram Works," 2021. [Online]. Available: https://about.instagram.com/blog/announcements/shedding-more-light-on-how-instagram-works.

K. Cotter, "Playing the Visibility Game: How Digital Influencers and Algorithms Negotiate Influence on Instagram," New Media & Society, vol. 21, no. 4, pp. 895-913, 2019.

Alsaad, A., Taamneh, A. and Khatib, M., "Understanding social media engagement in the digital learning environment," Journal of Retailing and Consumer Services, p. 71, 2023.

S. Liang and J. Wolfe, "Getting a Feel of Instagram Reels: The Effects of Posting Format on Online Engagement," AP Capstone™ Research, vol. 11, no. 4, 11 November 2022.

Rival IQ, "Social Media Industry Benchmark Report," [Online]. Available: https://www.rivaliq.com/benchmark-reports/.