STRATEGI KOMUNIKASI PENINGKATAN ENGAGEMENT (LIKE, SHARE, DAN COMMENT) TIKTOK @UNIVERSITAS DIPONEGORO DAN INSTAGRAM @UNDIP.OFFICIAL MELALUI PRODUKSI KONTEN VIDEO SEBAGAI DATA EXECUTIVE DAN COPYWRITER

Abstract

Along with the rapid development of information technology, Diponegoro University
(UNDIP) actively utilizes digital communication channels as a strategic tool to strengthen its
institutional image and reputation. As a higher education institution targeting Generation Z,
UNDIP faces challenges in creating effective interactions through social media, particularly
on the TikTok platform. Content delivery that tends to be overly formal and one-directional
often fails to capture the interest of younger audiences who prefer a more human-centered,
inclusive, and interactive communication approach. This project aims to design and implement
a communication strategy through the program “Jejak UNDIP” to increase engagement levels
such as likes, shares, and comments on the TikTok account @undip.official. Through
systematically produced video content, the project focuses on several content pillars, including
highlighting the human side of campus life, introducing facilities such as Electric Buggy
through the Smart & Eco Campus campaign, and showcasing student achievements. The
implementation results indicate that shifting the communication style from a formal and
segmentative approach to a more interactive one has proven effective in significantly increasing
audience participation. This rise in engagement not only expands the reach of information
dissemination but also strengthens UNDIP’s image as a modern, adaptive, and relevant
university for Generation Z.