Pembuatan Konten Video Promosi Pada Feed Instagram Batam Promotion Menggunakan Metode MDLC

Abstract

This study aimed to develop a promotional video entitled Top 5 Cafe 24 Hours in Batam for the Instagram account @batampromotion using the Multimedia Development Life Cycle (MDLC) method and to measure its effectiveness using the EPIC Model. The development process followed six stages: concept, design, material collecting, assembly, testing, and distribution. The video was produced in a vertical format with a 9:16 aspect ratio at 1080p resolution, incorporating cinematic footage, motion graphics, and AI-based text-to-speech audio. Expert validation was conducted through structured interviews with a content creation practitioner, resulting in an average score of 4.67, which was categorized as Very Feasible. Effectiveness measurement was carried out by distributing questionnaires to 50 respondents from the Batam community. The results showed that the EPIC Rate score reached 4.56, falling within the Very Effective category across all four dimensions: empathy, persuasion, impact, and communication. Furthermore, a comparison of engagement metrics between video and poster formats demonstrated that the video format generated higher likes, comments, and shares. These findings confirmed that the integration of the MDLC framework and the EPIC Model constituted a comprehensive and applicable approach for developing effective digital promotional content on Instagram.