<![CDATA[ABSTRAK Penelitian ini mengkaji peran tim media sosial Rex Regum Qeon (RRQ) dalam membangun engagement audiens di industri esports Indonesia. Menggunakan pendekatan kualitatif deskriptif dengan metode wawancara semi-terstruktur terhadap Social Media Specialist divisi Valorant RRQ, penelitian ini bertujuan menganalisis strategi komunikasi digital, karakteristik audiens, serta efektivitas platform yang digunakan. Hasil penelitian menunjukkan bahwa tim media sosial RRQ menerapkan strategi berbasis tren, pendekatan emosional, dan publikasi konten secara konsisten dengan frekuensi minimal satu konten per hari. Konsep visibility diterapkan untuk menarik perhatian audiens dalam dua hingga tiga detik pertama melalui thumbnail yang kuat dan pemilihan kata kunci emosional. Keterlibatan audiens mencakup tiga tahapan yaitu konsumsi, kontribusi, dan kreasi konten. Instagram menjadi platform utama karena fitur interaksinya yang paling mendukung komunikasi dua arah, dengan target engagement rate sebesar tiga persen per konten. Penelitian ini menegaskan bahwa keberhasilan engagement ditentukan oleh strategi yang terintegrasi, pemahaman mendalam terhadap audiens, serta pengelolaan komunitas yang berkelanjutan. ABSTRACT This study examines the role of the Rex Regum Qeon (RRQ) social media team in building audience engagement in the Indonesian esports industry. Using a descriptive qualitative approach with semi-structured interviews with RRQ's Valorant division Social Media Specialists, this study aims to analyze digital communication strategies, audience characteristics, and the effectiveness of the platforms used. The results show that the RRQ social media team implements a trend-based strategy, an emotional approach, and consistent content publication with a minimum frequency of one content per day. The concept of visibility is applied to capture audience attention in the first two to three seconds through strong thumbnails and the selection of emotional keywords. Audience engagement encompasses three stages: consumption, contribution, and content creation. Instagram is the primary platform due to its interactive features that best support two-way communication, with a target engagement rate of three percent per content. This study confirms that successful engagement is determined by an integrated strategy, a deep understanding of the audience, and sustainable community management.]]>
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