ANALISIS ONLINE ENGAGEMENT KONTEN VISUAL TERHADAP FEED INSTAGRAM MAMABEARID

ONLINE ENGAGEMENT ANALYSIS OF VISUAL CONTENT ON MAMABEARID INSTAGRAM FEED

Penggunaan Instagram sebagai media penyebaran informasi tidak dapat dihindari lagi, media ini sering dimanfaatkan oleh para pelaku usaha untuk megenalkan produk maupun jasanya salah satunya adalah Mamabear. Penelitian ini ditujukan untuk mengetahui jenis konten yang telah diunggah dan konten seperti apa yang memeperoleh banyak engagement pada akun Instagram Mamabear berdasarkan data Insight. Penelitian ini menggunakan metode deskriptif kualitatif dan teknik analisis menurut Miles dan Huberman yang meliputi data reduction, data display, dan ditutup dengan conclusion. Hasil penelitian ini menunjukkan bahwa Mamabear membagi kontennya menjadi lima jenis yaitu konten edukasi, produk, promosi, hiburan, dan event. Selanjutnya diketahui engagement tertinggi berdasarkan data insight adalah konten edukasi, dan terendah didapatkan oleh konten Event. Meskipun Mamabear dapat menyampaikan pesan dalam setiap kontennya melalui komponen desain komunikasi visual dan tidak ada perbedaan yang signifikan berdasarkan unsur desainnya, masih banyak faktor lain yang turut mempengaruhi minat audience sehingga munculah ketimpangan angka engagement yaitu isi konten yang kurang relate dengan audience, teknik copywriting yang tidak efektif,  konten kurang terkonsep baik dari segi isi maupun desainnya, jam posting molor dan kurangnya share.

Kata Kunci: Instagram, Mamabear, Konten Visual, Online Engagement, Insight.

The use of Instagram as a medium for disseminating information is unavoidable, this media is often used by business actors to introduce their products and services, one of which is Mamabear. This research is intended to find out the type of content that has been uploaded and what kind of content gets the most engagement on Mamabear's Instagram account based on Insight data. This study uses descriptive qualitative methods and analytical techniques according to Miles and Huberman which include data reduction, data display, and closes with a conclusion. The results of this study indicate that Mamabear divides its content into five types, namely educational content, products, promotions, entertainment, and events. Furthermore, it is known that the highest engagement based on insight data is educational content, and the lowest is obtained by Event content. Although Mamabear can convey messages in each of its content through visual communication design components and there are no significant differences based on the design elements, there are still many other factors that also influence audience interest so that there is an imbalance in engagement rates, namely content that is less relatable to the audience, copywriting techniques that are not effective, content is less conceptualized both in terms of content and design, late posting hours and lack of shares.

Keywords: : Instagram, Mamabear, Visual Content, Online Engagement, Insight.