<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) play an important role in the national economy; however, many MSMEs have not yet fully utilized social media as a digital marketing channel. MSME ABC, a bamboo fan handicraft producer in Yogyakarta, experienced a decline in sales after the COVID-19 pandemic, accompanied by limited marketing innovation and suboptimal social media management. This community engagement program aimed to improve digital visibility and audience engagement through data-driven content strategies on Instagram and TikTok. The activities included an initial assessment of the MSME’s digital condition, assistance in developing visual and narrative content based on four content pillars—education, promotion, inspiration, and interaction—social media campaign management, utilization of platform features, paid advertising activation, and the formulation of a brand communication direction. The initial evaluation showed a 97.5% increase in Instagram reach, a 179.9% increase in Instagram views, and a 131.3% increase in TikTok views. Audience interactions and profile visits also increased during the observation period. In addition, 25% of prospective customers who were identified as originating from social media and contacted the MSME through WhatsApp Business completed a purchase. These findings indicate a positive initial response to the implementation of content and social media distribution strategies. However, due to the relatively short evaluation period, the results cannot yet be used to conclude the sustainability of the impact, changes in brand positioning, or long-term sales growth. Further evaluation and stronger internal capacity building are therefore required to support the MSME’s independent and sustainable management of social media.]]>
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