Implementasi strategi short video marketing pada aplikasi instragram dan tiktok dalam meningkatkan engagement dan brand awwareness pada usaha dagang Jati Subur Mobil Surabaya - Frandy Hari Pratama; Mei Retno Adiwati (Universitas Muhammadiyah Mataram, 2026)
Abstrak Perkembangan media sosial mendorong pelaku usaha untuk memanfaatkan strategi pemasaran digital yang lebih interaktif dan menarik, salah satunya melalui short video marketing. Kegiatan pengabdian ini bertujuan untuk mengetahui implementasi strategi Short Video marketing pada aplikasi Instagram dan TikTok dalam meningkatkan engagement dan brand awareness pada UD Jati Subur Mobil Surabaya. Kegiatan ini menggunakan pendekatan kualitatif dengan metode deskriptif. Pelaksanaan kegiatan dilakukan melalui beberapa tahapan, yaitu observasi dan identifikasi masalah, perencanaan konten, implementasi konten, pendampingan pengelolaan media sosial, serta evaluasi hasil implementasi. Konten Short Video yang dibuat meliputi video review kendaraan, promosi harga, simulasi kredit, testimoni pelanggan, dan konten informatif lainnya yang dipublikasikan secara rutin melalui Instagram Reels dan TikTok. Hasil kegiatan menunjukkan bahwa implementasi Short Video marketing memberikan pengaruh positif terhadap performa media sosial showroom. Hal tersebut ditunjukkan melalui peningkatan jumlah viewers, likes, share, followers, serta pesan masuk dari calon konsumen setelah penerapan strategi Short Video marketing. Selain meningkatkan engagement, penggunaan konten video pendek juga membantu memperluas visibilitas dan memperkuat brand awareness UD Jati Subur Mobil Surabaya di media sosial. Dengan demikian, Short Video marketing dapat menjadi strategi promosi digital yang efektif dalam meningkatkan daya tarik akun media sosial dan mendukung aktivitas pemasaran pada usaha showroom mobil bekas. Kata kunci: short video marketing; media sosial; engagement; brand awareness; showroom mobil bekas Abstract The development of social media has encouraged businesses to adopt more interactive and engaging digital marketing strategies, one of which is short video marketing. This community service activity aims to determine the implementation of short video marketing strategies on Instagram and TikTok in increasing engagement and brand awareness at UD Jati Subur Mobil Surabaya. This activity used a qualitative approach with a descriptive method. The implementation of the activity was carried out through several stages, namely observation and problem identification, content planning, content implementation, social media management assistance, and evaluation of implementation results. The short video content produced included vehicle review videos, price promotions, credit simulations, customer testimonials, and other informative content that were routinely published through Instagram Reels and TikTok. The results of the activity showed that the implementation of short video marketing had a positive impact on the showroom’s social media performance. This was indicated by an increase in the number of viewers, likes, shares, followers, and incoming messages from potential consumers after the implementation of the short video marketing strategy. In addition to increasing engagement, the use of short video content also helped expand visibility and strengthen the brand awareness of UD Jati Subur Mobil Surabaya on social media. Therefore, short video marketing can be an effective digital promotion strategy in increasing the attractiveness of social media accounts and supporting marketing activities in used car showroom businesses. Keywords: short video marketing; social media; engagement; brand awareness; used car showroomseparated with commas.