<![CDATA[Abstrak Penelitian ini bertujuan untuk menganalisis penerapan strategi visual storytelling dan teknik copywriting pada program konten Potensi Wilayah di Instagram Reels @pemkotbogor dalam mengoptimalkan diseminasi informasi publik. Metode yang digunakan adalah kualitatif deskriptif dengan pendekatan analisis isi (content analysis) serta teknik triangulasi data melalui wawancara mendalam dan observasi partisipatif. Hasil penelitian menunjukkan bahwa efektivitas penyampaian informasi ditentukan oleh keselarasan aspek visual dan narasi verbal melalui integrasi tujuh unsur digital storytelling Joe Lambert. Penggunaan Dramatic Question sebagai hook visual-verbal di awal tayangan serta pemanfaatan voice over terbukti efektif menaikkan retensi menonton audiens muda. Selain itu, struktur naskah berbasis model AIDA yang dilengkapi takarir dwibahasa (bilingual subtitle) bahasa Inggris berhasil mendorong interaksi dua arah publik digital berupa peningkatan metrik komentar dan pembagian ulang (shares) konten. Simpulan dari riset ini menegaskan bahwa transformasi gaya komunikasi dari birokratis konvensional menjadi interaktif melalui pendekatan mobile journalism berbasis smartphone berimplikasi nyata pada penguatan transparansi, peningkatan kepercayaan publik, serta dukungan terhadap pengenalan potensi ekonomi daerah di ruang siber. Kata Kunci: Copywriting, Instagram Reels, Komunikasi Publik, Pemerintah Daerah, Visual Storytelling Abstract This study aims to analyze the implementation of visual storytelling strategies and copywriting techniques in the "Potensi Wilayah" content program on Instagram Reels @pemkotbogor to optimize public information dissemination. The method used is descriptive qualitative with a content analysis approach, utilizing data triangulation through in-depth interviews and participatory observation. The results indicate that the effectiveness of information delivery relies heavily on the alignment between visual aspects and verbal narratives through the integration of Joe Lambert's seven elements of digital storytelling. The use of a Dramatic Question as a visual-verbal hook at the beginning of the video and the optimization of voice-over are proven effective in increasing the watch retention of young audiences. Furthermore, the AIDA-based script structure equipped with English bilingual subtitles successfully drives two-way interaction among the digital public, as evidenced by an increase in comments and content shares metrics. The conclusion of this research confirms that transforming communication styles from conventional bureaucracy to interactive methods through a smartphone-based mobile journalism approach has a tangible implication on strengthening transparency, public trust, and supporting local economic potential promotion in cyberspace. Keyword: Copywriting, Instagram Reels, Local Government, Public Communication, Visual Storytelling]]>
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