ANALISIS EFEKTIVITAS KONTEN BEHIND THE SCENE SEBAGAI STRATEGI BRANDING PADA LUWIS PHOTO STUDIO

Abstract

This study analyzes the effectiveness of behind the scenes (BTS) content as a digital branding strategy for Luwis Photo Studio on TikTok and Instagram. A sequential explanatory mixed-methods design was applied through three main stages: digital observation of 37 pieces of content using the platforms' built-in analytics, distribution of a Likert-scale questionnaire to 100 respondents, and semi-structured interviews with six informants. Effectiveness was measured using the EPIC Model based on questionnaire data analysis, which was subsequently deepened through qualitative analysis. Digital observation revealed that BTS content in the Photographer Narrative format recorded the highest engagement rate. In addition, the study found significantly different distribution pathways and audience interaction patterns between platforms: TikTok relied more heavily on algorithmic distribution, with audiences tending to save content as a reference, while Instagram was more influenced by social networks, with interactions skewing toward comments. The EPIC Model analysis yielded a composite score of 4.381 (very effective), with the Communication dimension achieving the highest score (4.485) and the Impact dimension recording the lowest (4.175). The interview stage confirmed that the transparency of the workflow shown in the videos directly facilitated the conversion of business reservations. All informants validated the natural impression and accuracy of the studio's process representation. In conclusion, presenting operational realities through BTS content proved to be a fundamental instrument that not only extends reach beyond the boundaries of its organic follower base, but is also highly effective in building brand awareness and audience trust in the studio's professionalism.