Content production management of the Instagram account @erdegarage
Keywords:
Content management, Instagram, Digital branding, MSMEs, Visual storytellingAbstract
The rapid development of social media has transformed how small business owners build relationships and interact with their customers. Instagram, as one of the most popular platforms in Indonesia, has become an essential medium for Micro, Small, and Medium Enterprises (MSMEs) to strengthen their brand identity and expand market reach. However, many MSMEs still face challenges in producing content that is engaging, consistent, and relevant to audience interests. This study aims to describe how content production management is implemented on the Instagram account @erdegarage. A qualitative approach was used, with data collected through in-depth interviews, direct observation, and content analysis of @erdegarage’s posts. The results show that effective content production management requires careful planning, strong team collaboration, and continuous evaluation based on audience engagement. @erdegarage applies a distinctive content strategy through visual storytelling, adaptation to digital trends, and a participatory approach. The use of cinematic visuals, consistent color tones, and customer cantered narratives enhances its premium image and builds emotional closeness with its followers. In conclusion, content production management at @erdegarage demonstrates that managing social media is not merely a technical process, but also a social and cultural practice that integrates creativity, authenticity, and audience interaction in shaping a brand’s digital identity.
References
T. S. Patma, L. W. Wardana, A. Wibowo, B. S. Narmaditya, and F. Akbarina, “The impact of social media marketing for Indonesian SMEs sustainability: Lesson from Covid-19 pandemic,” Cogent Bus. Manag., vol. 8, no. 1, 2021, doi: 10.1080/23311975.2021.1953679.
2. A. Rohman, R. Prodi, I. Komunikasi, J. I. Sosial, I. Sosial, and D. Hukum, “Manajemen Produksi Konten Instagram @Dblsub Saat Event Kfc Dbl East Java Series 2022 Oleh Pt. Dbl Indonesia Dalam Membangun Citra Sportainment,” 2023. [Online]. Available: www.dblindonesia.com,
3. D. Apriliyanti and M. Muttaqien, “Instagram account digital content production management @Jogjatv in the era of the covid-19 pandemic,” Proc. 3rd UMY Grace 2022, vol. 2, no. 1, pp. 235–250, 2022.
4. N. A. Taufik and S. D. Setiawati, “Analisis Strategi Copywriting Pada Instagram Noore Sport Dalam Menembus Pasar Internasional,” vol. 11, no. 6, pp. 7288–7295, 2024.
5. I. G. K. S. Kasmirada and I. I. Wahyuni, “Strategi Komunikasi Pemasaran Efektif Brand AUM Apparel pada Media Sosial Instagram,” J. Ilmu Komun. dan Bisnis, vol. 7, no. 2, pp. 177–195, 2022, doi: 10.36914/jikb.v7i2.710.
6. N. S. Musamma and A. Tahir, “Efektivitas komunikasi pemasaran menggunakan media sosial Instagram pada UMKM Hello Decoration,” Islam. Commun. J., vol. 6, no. 1, pp. 105–118, 2021, doi: 10.21580/icj.2021.6.1.7571.
7. R. Komalasari, B. Harto, and R. Setiawan, “UMKM Go-Digital sebagai Adaptasi dan Inovasi Pemasaran Arkha Minoritas pada Pandemi COVID-19,” Univ. Persada Indones. YAI, vol. 4, no. 1, pp. 1–7, 2021, [Online]. Available: https://journals.upi-yai.ac.id/index.php/index
8. A. D. Azhari, F. I. Terapan, U. Telkom, R. Yusiana, F. I. Terapan, and U. Telkom, “Analisis Komunikasi Pemasaran Pada UMKM Miss Keremes Tahun 2022,” vol. 8, no. 5, pp. 414–421, 2022.
9. Y. Harahap, R. Ginting, and L. Khairani, “Fenomena Keterbukaan Diri Selebgram Perempuan di Kota Medan Sebagai Cermin Budaya Populer di Media Sosial Instagram,” Perspektif, vol. 10, no. 2, pp. 754–762, 2021, doi: 10.31289/perspektif.v10i2.5117.
10. N. Z. Septiana and M. R. Firdaus, “Strategi Marketing UMKM Perlengkapan Pernikahan (Rona Creation) Di Desa Pacekulon Pada Masa PPKM Darurat Untuk Meningkatkan Target Penjualan,” Realita J. Penelit. dan Kebud. Islam, vol. 19, no. 2, pp. 56–65, 2022, doi: 10.30762/realita.v19i2.3517.
11. Rika nur Rachmah, “Strategi Pemasaran Jasa Makeup Melalui Media Sosial,” e- J., vol. 11, no. 1, pp. 66–74, 2022.
12. T. S. Tambunan, “Analisis peran pemerintah daerah mendukung UMKM naik kelas,” J. Bisnis dan Manaj., vol. 1, no. 2, pp. 77–88, 2023, doi: 10.51622/jbm.v1i2.1990.
13. A. Diniati and D. A. Rachman, “Strategi Kampanye Public Relations Indonesia Stock Exchange dalam Program Yuk Nabung Saham,” J. Ilmu Komun., vol. 20, no. 2, p. 221, 2022, doi: 10.31315/jik.v20i2.5529.
14. S. H. Meilasari and U. Wahid, “Analisis Resepsi Khalayak Terhadap Isi Pesan Pada Iklan Wardah Cosmetics ‘Long Lasting Lipstic Feel The Color,’” J. Komun., vol. 11, no. 1, pp. 1–8, 2020, doi: 10.31294/jkom.
Downloads
Published
Conference Proceedings Volume
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.