<![CDATA[Abstrak Penelitian ini bertujuan untuk menganalisis pemanfaatan aplikasi CapCut dalam proses editing konten video Instagram sebagai media kampanye digital Perumda TransPakuan Bogor. Penelitian ini menggunakan pendekatan kualitatif dengan metode Project Based yang berfokus pada proses produksi karya komunikasi digital berupa video kampanye media sosial. Pelaksanaan proyek terdiri dari beberapa tahapan, yaitu observasi konten, perencanaan konsep visual, produksi footage, proses editing video menggunakan CapCut, publikasi konten, serta evaluasi hasil produksi. Pengumpulan data dilakukan melalui observasi partisipatif, wawancara terbatas, dan dokumentasi. Hasil penelitian menunjukkan bahwa CapCut secara efektif mendukung proses produksi video digital melalui fitur editing seperti cut, trim, transition, auto caption, color grading, dan sinkronisasi audio. Konten video yang diproduksi dalam format Instagram Reels dinilai lebih efektif dalam menarik perhatian audiens Generasi Z karena memiliki visual yang dinamis, durasi singkat, serta penyampaian pesan yang komunikatif. Penggunaan storytelling, subtitle, musik populer, dan ritme editing yang cepat mampu meningkatkan keterlibatan audiens dan daya tarik konten di media sosial. Hasil evaluasi menunjukkan bahwa kombinasi visual, audio, dan strategi editing yang tepat berhasil menghasilkan konten kampanye digital yang menarik, informatif, serta sesuai dengan karakteristik media sosial modern. Kata Kunci: CapCut, Instagram Reels, Kampanye Digital, Generasi Z Abstract This study aims to analyze the use of the CapCut application in the editing process of Instagram video content as a digital campaign medium for Perumda TransPakuan Bogor. The study employed a qualitative approach with a Project Based method focusing on the production process of digital communication works in the form of social media campaign videos. The project implementation consisted of several stages, including content observation, visual concept planning, footage production, video editing using CapCut, content publication, and evaluation of production results. Data were collected through participatory observation, limited interviews, and documentation. The findings show that CapCut effectively supports the digital video production process through editing features such as cut, trim, transition, auto caption, color grading, and audio synchronization. Video content produced in the Instagram Reels format was considered more effective in attracting Generation Z audiences due to its dynamic visuals, short duration, and communicative message delivery. The use of storytelling, subtitles, popular music, and fast editing rhythms increased audience engagement and content appeal on social media. The evaluation results indicate that the combination of visuals, audio, and appropriate editing strategies successfully produced digital campaign content that was attractive, informative, and aligned with the characteristics of modern social media. Keyword: CapCut, Instagram Reels, Digital Campaign, Generation Z]]>
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