<![CDATA[This study aims to analyze and formulate an effective social media strategy to build branding and increase audience engagement for Lumosca Indonesia. Lumosca Indonesia, as a beauty company, faces challenges in utilizing digital platforms, particularly social media, to strengthen its brand image and build a loyal customer community. The research method used is descriptive qualitative with data collection techniques in the form of participatory observation during the internship, in-depth interviews with related teams, and documentation studies of the content and performance of Lumosca Indonesia's Instagram and TikTok social media accounts. The results show that a content strategy focused on behind-the-scenes content successfully increased engagement rates and strengthened a professional brand image. The implementation of a consistent and adaptive social media strategy to trends is crucial in achieving sustainable branding and engagement goals.]]>
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