<![CDATA[Media sosial, khususnya Instagram, telah berkembang menjadi sarana strategis dalam membangun citra dan branding digital bagi komunitas kreatif. Namun, keterbatasan pemahaman dalam manajemen media sosial sering menjadi kendala dalam mengoptimalkan potensi promosi digital. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan kapasitas pengelolaan akun Instagram @beranda_14 sebagai media promosi dan branding digital bagi komunitas kreatif muda “Beranda 14” yang bergerak di bidang literasi dan seni visual di Kabupaten Garut. Kegiatan ini melibatkan 30 peserta aktif yang terdiri atas pengelola dan anggota komunitas. Metode pelaksanaan meliputi pelatihan intensif, diskusi partisipatif, praktik langsung, dan evaluasi berbasis indikator keberhasilan pelatihan. Materi yang diberikan mencakup strategi perencanaan konten, visual branding, pemanfaatan fitur Instagram (reels, story, dan insight), serta teknik peningkatan engagement audiens. Hasil kegiatan menunjukkan peningkatan pemahaman peserta terhadap konsep branding digital, yang ditunjukkan oleh kenaikan skor evaluasi pemahaman dari rata-rata 65% pada pre-test menjadi 90% pada post-test. Selain itu, kualitas pengelolaan akun mengalami peningkatan yang tercermin dari konsistensi unggahan konten sebanyak minimal tiga kali per minggu, peningkatan jumlah konten visual terkurasi sebesar 40%, serta peningkatan interaksi audiens berupa jumlah suka, komentar, dan jangkauan akun sebesar 35% dalam dua minggu pascapelatihan. Temuan ini menunjukkan bahwa pelatihan berkontribusi signifikan dalam memperkuat kapasitas manajerial media sosial mitra dan mendukung kemandirian komunitas dalam mengelola identitas digital secara profesional dan berkelanjutan. Strengthening Digital Branding through Instagram Management Training for the “@beranda 14” Creative Community Abstract Social media, particularly Instagram, has become a strategic platform for building digital branding and public image for creative communities. However, limited understanding of social media management often constrains the optimization of digital promotion potential. This community service program aimed to enhance the capacity of managing the Instagram account @beranda_14 as a medium for digital promotion and branding for the youth creative community “Beranda 14,” which operates in the fields of literacy and visual arts in Garut Regency. The program involved 30 active participants consisting of account managers and community members. The implementation methods included intensive training, participatory discussions, hands-on practice, and evaluation based on predefined training success indicators. The training materials covered content planning strategies, visual branding, utilization of Instagram features (reels, stories, and insights), and audience engagement techniques. The results indicated a substantial improvement in participants’ understanding of digital branding concepts, as reflected by an increase in evaluation scores from an average of 65% in the pre-test to 90% in the post-test. Furthermore, improvements in account management quality were evidenced by consistent content posting of at least three uploads per week, a 40% increase in curated visual content, and a 35% rise in audience interaction, including likes, comments, and reach, within two weeks after the training. These findings demonstrate that the training significantly strengthened the partners’ social media management capacity and supported the community’s independence in managing its digital identity in a professional and sustainable manner.]]>
Copyrights © 2025
