<![CDATA[AbstrakPerkembangan media sosial telah mengubah strategi promosi pariwisata, termasuk pada desa wisata. Platform seperti TikTok, Instagram, dan Facebook dimanfaatkan melalui digital storytelling dan electronic word of mouth (e-WOM) untuk memperluas jangkauan audiens serta memperkuat promosi destinasi. Namun, kajian yang membahas digital storytelling dan e-WOM secara bersamaan pada desa wisata di Sulawesi Utara masih terbatas. Penelitian ini bertujuan menganalisis jangkauan audiens digital storytelling dan e-WOM pada media sosial Desa Wisata Darunu. Penelitian menggunakan pendekatan deskriptif kualitatif melalui wawancara terhadap 13 informan, observasi, dokumentasi digital, dan kuesioner sederhana. Analisis data dilakukan secara deskriptif kualitatif dengan dukungan tabulasi sederhana. Hasil penelitian menunjukkan bahwa digital storytelling melalui foto, video, reels, caption, dan narasi visual mampu menarik perhatian audiens, ditunjukkan oleh salah satu unggahan TikTok yang mencapai sekitar 138 ribu tayangan. Selama periode 2023–2026, Desa Wisata Darunu mencatat 13.404 kunjungan wisatawan, sementara data insight media sosial menunjukkan jangkauan audiens yang beragam berdasarkan karakteristik demografis dan geografis. Selain itu, e-WOM melalui komentar, ulasan, rekomendasi, dan pengalaman wisatawan turut membangun kepercayaan terhadap destinasi. Temuan ini memberikan implikasi praktis bagi pengelola desa wisata dalam mengoptimalkan strategi promosi digital yang terintegrasi untuk memperluas jangkauan audiens dan meningkatkan efektivitas promosi destinasi.Kata Kunci: Digital Storytelling; Desa Wisata; Electronic Word of Mouth; Media Sosial; PromosiAbstractThe rapid development of social media has transformed tourism promotion strategies, including those of tourism villages. Platforms such as TikTok, Instagram, and Facebook are increasingly utilized through digital storytelling and electronic word of mouth (e-WOM) to expand audience reach. However, studies examining both concepts simultaneously in tourism villages in North Sulawesi remain limited. This study aims to analyze the audience reach of digital storytelling and e-WOM on the social media of Darunu Tourism Village. A descriptive qualitative approach was employed using interviews with 13 informants, observations, digital documentation, and simple questionnaires. Data were analyzed through descriptive qualitative analysis supported by simple tabulation. The findings show that digital storytelling presented through photos, videos, reels, captions, and visual narratives attracted audience attention, with one TikTok post reaching approximately 138,000 views. During the 2023–2026 period, Darunu Tourism Village recorded 13,404 tourist visits, while audience insight data indicated that social media promotion reached diverse audiences across demographic and geographic segments. Furthermore, e-WOM in the form of comments, reviews, recommendations, and shared experiences strengthened tourists' trust in the destination. These findings provide practical implications for tourism village managers to optimize integrated social media content strategies in expanding audience reach and improving destination promotion.Keywords: Digital Storytelling; Electronic Word of Mouth; Promotion; Social Media; Tourism Village]]>
