PERANCANGAN MEDIA SOSIAL EDUKASI DAN PROMOSI INDAH SARI PAPER PADA PLATFORM INSTAGRAM

Abstract

Social media has become an important digital marketing platform for promoting products and services. However, the Instagram account of Indah Sari Paper had not been utilized optimally because its content mainly consisted of product catalogs with limited visual appeal and educational value. This study aimed to design promotional content for Instagram using the Design Thinking method to improve the quality of digital promotion and user engagement. The research applied five stages of Design Thinking: Empathize, Define, Ideate, Prototype, and Test. User needs and problems were identified through observation and interviews with company management and target audience representatives, followed by the development of three promotional content categories: packaging materials, paper types, and paper sizes. The performance and effectiveness of the designed content were evaluated using Instagram Insights and a Pre-Test and Post-Test educational survey. The results showed that during the observation period, the content reached 6,969 accounts and generated 12,772 impressions with an average impression ratio of 1.83 per account, alongside a calculated Engagement Rate of 0.19%. Furthermore, educational evaluation showed a significant 45.0 percentage point increase in user understanding (from 42.5% to 87.5%). The findings indicate that the designed content successfully improved account visibility, extended reach, and effectively educated potential customers.