<![CDATA[Kegiatan pengabdian ini bertujuan untuk meningkatkan kapasitas promosi digital pelaku UMKM Desa Cilellang, Kecamatan Mallusetasi, Kabupaten Barru melalui pelatihan dan pendampingan berbasis media sosial dan visual storytelling. Permasalahan utama yang dihadapi mitra adalah rendahnya keterampilan dalam memanfaatkan platform digital untuk pemasaran, pembuatan konten visual, dan penyusunan narasi produk. Metode pelaksanaan menggunakan pendekatan participatory action research melalui tiga tahap: (1) pelatihan intensif; (2) praktik pembuatan konten digital dan narasi produk; serta (3) pendampingan pasca-pelatihan. Hasil kegiatan menunjukkan peningkatan pemahaman peserta sebesar 65,8% berdasarkan pre-test dan post-test. Luaran konkret yang dihasilkan berupa 15 konten digital siap pakai dan 15 narasi produk yang telah diimplementasikan pada akun media sosial UMKM. Kegiatan ini berkontribusi terhadap pencapaian Sustainable Development Goals (SDGs), khususnya SDG 8 (Pekerjaan Layak dan Pertumbuhan Ekonomi) dan SDG 9 (Industri, Inovasi, dan Infrastruktur) melalui pemberdayaan UMKM berbasis teknologi digital, serta SDG 12 (Konsumsi dan Produksi yang Bertanggung Jawab) dengan mempromosikan produk lokal yang berkelanjutan. Secara kebijakan, program ini selaras dengan agenda Kementerian Kominfo dalam percepatan transformasi digital dan Kementerian Koperasi dan UKM dalam digitalisasi UMKM. Kata kunci: UMKM, media sosial, visual storytelling, promosi digital, SDGs, kebijakan digital. ABSTRACT This community service activity aims to improve the digital promotion capacity of MSMEs in Cilellang Village, Mallusetasi District, Barru Regency through social media-based training and mentoring and visual storytelling. The main problems faced by partners are low skills in utilizing digital platforms for marketing, visual content creation, and product narrative development. The implementation method uses a participatory action research approach through three stages: (1) intensive training; (2) practice of creating digital content and product narratives; (3) post-training mentoring. The results showed an increase in participants' understanding by 65.8% based on pre-test and post-test. The concrete outputs produced are 15 ready-to-use digital content and 15 product narratives that have been implemented on MSME social media accounts. This activity contributes to the achievement of Sustainable Development Goals (SDGs), specifically SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation and Infrastructure) through technology-based MSME empowerment, as well as SDG 12 (Responsible Consumption and Production) by promoting sustainable local products. In terms of policy, this program aligns with the Ministry of Communication and Informatics' agenda for accelerating digital transformation and the Ministry of Cooperatives and SMEs' programs for MSME digitalization. Keywords: MSMEs, social media, visual storytelling, digital promotion, SDGs, digital policy.]]>
