ANALISIS PERBANDINGAN ENGAGEMENT POSTINGAN INSTAGRAM INDIBIZ PEKALONGAN DENGAN DAN TANPA KONTEN KREATIF

Abstract

Social media, especially Instagram, has become one of the platforms used as a marketing
medium for businesses to build communication and closeness with their audience.
However, the high level of content competition means that every post needs to be designed
in a more creative and interesting way in order to attract the attention and interaction of the
audience. This study aims to analyze the difference in engagement on Indibiz Pekalongan
Instagram posts before and after the application of creative content. This study uses a
comparative approach by comparing two posts, one without creative content and one with
creative elements. The analysis data was obtained through the Instagram Insights feature,
which includes the total number of interactions, reach, and audience behavior towards each
content. The analysis was conducted by observing the differences in engagement
performance and content characteristics displayed. The results of the study show that posts
with creative content provide higher engagement results compared to posts without creative
content. Content with attractive visuals, clear storytelling, and relevant message delivery is
able to attract the audience's attention and encourage the audience to interact more
actively. Conversely, content that lacks creative elements and is simple tends to be less
effective in maintaining audience attention. Based on these results, it can be concluded that
the use of creative content in posts plays an important role in increasing post engagement
on the Indibiz Pekalongan Instagram account. This study is expected to serve as a reference
for social media managers, especially business accounts, in designing content strategies
that are more effective and tailored to the needs of the audience.

Kata kunci : Creative Content, engagement, Instagram, Post, Indibiz