Depok-Nowadays, social media has become a place to express anyone’s creative work, from children to adults. The content displayed on social media is created in such a way as to attract the attention of its audience. Various contents are often used as instruments to build a positive image of the creator. Without exception, businesses or brands need to adapt to social media in order to increase their brand value. Brand value is a value attached to a brand that comes from consumer perception of the brand. This was conveyed by Prita Hersty Imaningtyas, a creative storyteller and content creator, while giving a guest lecture at the Multimedia Broadcasting study program, Vocational Education Program, Universitas Indonesia (UI), on February 28, 2025.
Prita delivered a material entitled “Go Mad with Socmed: Creative Content Strategy on Social Media” which invited students to learn various strategies and steps that need to be taken in creating creative content on social media. Starting from determining brand value, identifying target audiences, determining brand identity, creating content strategies & pillars, treating a brand well, to studying content performance.
(Photo: Prita gives a number of examples in making creative content research)
Head of the Multimedia Broadcasting Study Program, Peny Meliaty Hutabarat, S.Sos., M.S.M., said that creating creative content requires various effective strategies. This guest lecture is a reinforcement of the Creative Content Research course which aims for students to understand basic knowledge about research, until its implementation produces creative content. “Through lectures that present industry practitioners, I hope that students can discuss directly related to the research that needs to be done in the process of creating content. The insights received by students can also be one of their provisions before entering the industrial world later,” said Peny.
Brand value is the first step in creating content. Prita said that in determining a brand value, it is necessary to pay attention to the following points, namely the focus of the brand, the problems that the brand can solve, how the audience perceives the message from the brand, and the uniqueness of the brand. After that, identify the target audience starting from their characteristics, their problems or dreams, and the location where the audience often surfs online.
“Once we know the brand value and target audience, we can start to determine the brand identity that includes visuals, tone of voice, slogans, and hashtags. Visually, we can use consistent colors and design elements. Then, build a brand persona and how to speak to the audience,” said Prita.
The next step is to create a strategy and content pillars or main topics raised from the brand. Prita said that at least three to five content pillars need to be created as a guide to creating content. The strategy can be built from the desired platform focus, content format, consistency, and strategy to build closeness with the audience.
(Photo: Giving of appreciation certificates by permanent lecturer of Multimedia Broadcasting study program, Melisa Bunga Altamira, S.Sos., M.Si.)
Prita added, “In creating content, we must not forget how to ‘humanize’ the brand. A brand must build a related and emotional connection with the audience. Not only as a business that focuses on selling, but also a place like a friend for the audience. The way to do this is by creating content that suits the audience’s lifestyle, and building closeness through interactive content with the audience.”
Finally, Prita said that it is necessary to study content performance. According to her, every content must be monitored and analyzed to be used as evaluation material for the brand. In addition, the results of the analysis through insights, comments, messages, and others, can be used to improve and create more interesting content in the future.
