Published: 2026-07-01

Strategi Konten Audio Visual dalam Meningkatkan Branding: Studi Kasus Instagram @agromaritim.ipb

DOI: 10.35870/jtik.v10i3.6056

Fatimah Azzahra Citra Adila, Amiruddin Saleh
  • Fatimah Azzahra Citra Adila: IPB University
  • Amiruddin Saleh: IPB University
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Abstract

The development of digital technology has encouraged changes in improving institutional image, particularly through social media. Instagram has become an effective platform for institutional branding. This study aims to analyze the audiovisual content strategy used by the Instagram account @agromaritim.ipb and the challenges faced in strengthening its branding. This research employs a descriptive qualitative method through observation, active participation, interviews, and literature review. Primary data were obtained from internship activities at the Directorate of Agro-Maritime Community Development (DPMA IPB), while secondary data came from literature and official media. The findings show that the audiovisual content strategy is carried out through planning, production, and publication stages, following Regina Luttrell’s Circular Model of SOME (sharing, optimizing, managing, engaging), which helps enhance brand awareness and institutional image. The main challenges include limited human resources, editing equipment, and Instagram algorithm changes. Recommendations include improving team capacity, updating equipment, and conducting regular evaluations of content performance.

Keywords

Audiovisual Content ; Branding ; Communication Strategy ; Instagram ; The Circular Model of Some

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Adila, F. A. C., & Saleh, A. (2026). Strategi Konten Audio Visual dalam Meningkatkan Branding: Studi Kasus Instagram @agromaritim.ipb. Jurnal JTIK (Jurnal Teknologi Informasi Dan Komunikasi), 10(3), 925-933. https://doi.org/10.35870/jtik.v10i3.6056
Article Information

This article has been peer-reviewed and published in the Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 3 (2026)

  • Section: Computer & Communication Science

  • Published: %750 %e, %2026

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Author Biographies
Fatimah Azzahra Citra Adila
Google Scholar ResearchGate ORCID

Program Studi Komunikasi Digital dan Media, Fakultas Sekolah Vokasi, IPB University, Kota Bogor, Provinsi Jawa Barat, Indonesia.

Amiruddin Saleh
Google Scholar ResearchGate ORCID

Program Studi Komunikasi Digital dan Media, Fakultas Sekolah Vokasi, IPB University, Kota Bogor, Provinsi Jawa Barat, Indonesia.

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