Peran Editing Video dalam Meningkatkan Audience Engagement Konten Instagram @vixtape - Rafly Ahmad Gani; Tasya Camila Hamdani (Jurusan PTIK Universitas Negeri Manado, 2026)
ABSTRAK Perkembangan media sosial, khususnya Instagram, telah mengubah cara konten digital terutama konten musik yang diproduksi, didistribusikan, dan dikonsumsi masyarakat. Penelitian ini mengkaji peran editing video dalam meningkatkan audience engagement pada konten Instagram @Vixtape, program musik digital yang diproduksi Vindes Corp. Pendekatan kualitatif deskriptif digunakan dengan mengumpulkan data melalui wawancara mendalam bersama editor video, observasi terhadap konten yang dipublikasikan, serta dokumentasi data engagement (views, likes, comments, shares, dan saves) dari sepuluh unggahan terakhir. Hasil penelitian menunjukkan bahwa editing video berperan sentral dalam membentuk keterlibatan audiens melalui penerapan estetika visual retro, vintage, dan grunge yang membentuk identitas visual yang khas. Kualitas aset visual, daya tarik talent, serta konsistensi estetika terbukti berpengaruh signifikan terhadap interaksi penonton. Data engagement juga dimanfaatkan sebagai umpan balik evaluatif untuk menyempurnakan strategi produksi selanjutnya. Penelitian ini memberikan kontribusi empiris mengenai bagaimana keputusan editing teknis dan kreatif mempengaruhi performa konten pada platform video format pendek. ABSTRACT The rapid growth of social media, particularly Instagram, has transformed how digital music content is produced, distributed, and consumed. This study examines the role of video editing in increasing audience engagement on Instagram content published by @Vixtape, a digital music program produced by Vindes Corp. A qualitative descriptive approach was employed, with data collected through in-depth interviews with the program's video editor, direct observation of published content, and documentation of engagement metrics (views, likes, comments, shares, and saves) from the ten most recent uploads. The findings reveal that video editing plays a central role in shaping audience engagement through the deliberate application of retro, vintage, and grunge visual aesthetics that form a recognizable brand identity. Factors such as visual asset quality, talent appeal, and stylistic consistency were found to significantly influence viewer interaction. Engagement data are also used as evaluative feedback to refine subsequent production strategies. This study contributes empirical insight into how technical and creative editing decisions affect content performance on short-form video platforms.