<![CDATA[The advancement of digital technology has encouraged local media to optimize their promotional communication strategies across multiple platforms simultaneously. Radar Bogor, as an active local media outlet, utilizes both Instagram and website to disseminate promotional news to the public; however, the two platforms possess distinct characteristics that require different copywriting approaches. This study aims to analyze the copywriting strategies employed in Radar Bogor's promotional news on Instagram and website platforms, while also identifying the differences in copywriting strategies between the two platforms in attracting audiences. A descriptive comparative qualitative approach was applied through content analysis, case study, observation, in-depth interviews, and content documentation. The analysis was conducted on paired promotional news content with identical topics published on the Instagram account @radarbogor and the website radarbogor.id, using the AIDA theoretical framework and copywriting indicators encompassing the aspects of attracting attention, communicating messages, persuading, and convincing audiences. Instagram copywriting tends to employ informal, concise, and persuasive language by utilizing emojis, hashtags, and visual captions, whereas website copywriting applies an inverted pyramid structure, formal language, and more comprehensive SEO optimization. The findings provide practical implications for Radar Bogor and other local media in designing adaptive and effective multi-platform content strategies in the digital era.]]>
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