Strategi komunikasi instagram kawungpitu institute (@kawungpitu_id) untuk meningkatkan kepedulian lingkungan

Abstrak

Abstract

The decline in environmental quality caused by climate change, pollution, and ecosystem degradation requires effective communication strategies to increase public awareness of sustainability issues. This study aims to analyze the Instagram communication strategy of Kawungpitu Institute (@kawungpitu_id) in raising environmental awareness through the application of Social Media Logic principles, including programmability, popularity, connectivity, and datafication. The research employs a descriptive qualitative approach through observation, interviews with three internal informants, and analysis of Instagram Insight data. The findings show that the communication strategy is implemented through structured content planning, scheduling posts based on user activity, and the use of visual storytelling through carousel posts, Instagram Stories, and short videos. The Youth Fraction in Action program serves as an implementation of this strategy by encouraging user engagement through competitions or webinars, achieving 16,060 account reach and 68,904 account views. Overall account performance reached 36,424 account reach and 93,589 account views, accompanied by increased interaction and profile visits. The application of programmability is reflected in content planning aligned with user activity patterns on Instagram, popularity through user interactions influencing content distribution, connectivity through user involvement in collaborations, and datafication through the use of insights in strategy evaluation.

Keywords: Environmental communication; social media logic; instagram; youth fraction in action.

Abstrak 

Penurunan kualitas lingkungan akibat perubahan iklim, polusi, dan degradasi ekosistem menuntut strategi komunikasi yang efektif untuk meningkatkan kepedulian publik terhadap isu keberlanjutan. Penelitian ini bertujuan untuk menganalisis strategi komunikasi Instagram Kawungpitu Institute (@kawungpitu_id) dalam meningkatkan kepedulian lingkungan melalui penerapan prinsip Social Media Logic yang mencakup programmability, popularity, connectivity, dan datafication. Metode penelitian menggunakan pendekatan deskriptif kualitatif melalui observasi, wawancara dengan tiga informan internal lembaga, dan analisis data Instagram Insight. Hasil penelitian menunjukkan bahwa strategi komunikasi dilakukan melalui perencanaan konten terstruktur, penjadwalan unggahan berdasarkan aktivitas pengguna, serta penggunaan visual storytelling melalui carousel, Instagram Story, dan video pendek. Program Youth Fraction in Action menjadi bentuk implementasi strategi yang mendorong keterlibatan pengguna melalui kompetisi atau webinar dengan capaian 16.060 account reach serta 68.904 account views. Performa akun secara keseluruhan menunjukkan 36.424 account reach dengan 93.589 account views disertai peningkatan interaksi dan kunjungan profil pengguna. Penerapan prinsip programmability terlihat melalui perencanaan konten yang menyesuaikan pola aktivitas pengguna di Instagram, popularity dari interaksi yang memengaruhi distribusi konten, connectivity melalui keterlibatan pengguna dalam kolaborasi, dan datafication melalui pemanfaatan insight dalam evaluasi strategi.

Kata-kata kunci: Komunikasi lingkungan; logika media sosial; instagram; youth fraction in action.