OPTIMALISASI ENGAGEMENT RATE (ER) MELALUI STRATEGI KONTEN VISUAL HUMAN-CENTERED PADA FACEBOOK “BRAND X” (STUDI KASUS PADA PRODUK HIGH INVOLVEMENT)

Abstract

This research examines strategies for optimizing audience engagement through human-centered visual content on Brand X’s Facebook platform. In digital marketing, engagement rate (ER) serves as an important indicator of communication effectiveness, particularly for high-involvement products that require extensive consumer consideration. This study aims to design and evaluate a visual communication strategy that addresses both the emotional and rational needs of audiences using a design thinking framework. Research data were obtained from Meta Ads Manager for the January-December 2025 period and analyzed using an index method to maintain data confidentiality. The findings show that the implementation of a human-centered storytelling approach increased the overall ER by 10% compared to the baseline period. The most significant improvement occurred in the education content category, which experienced a 354% increase in performance index. These findings suggest that shifting communication from a product-centered approach to a more empathetic and audience-oriented narrative can improve content relevance and encourage audience interaction in paid digital campaigns.