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

Abstract

The growth of social media has reshaped digital communication patterns, especially in
how educational institutions distribute information. Diponegoro University leverages social
media, particularly through the @undip.official account, as a platform for public
communication, information sharing, and strengthening its institutional image. However, its
content management still requires further optimization to improve audience engagement. This
professional project focuses on implementing a digital communication strategy by producing
video content on TikTok and Instagram (@undip.official) to increase engagement levels. The
process was conducted in three main stages—pre-production, production, and postproduction—while applying the AISAS
model (Attention, Interest, Search, Action, and
Share) as the strategic framework. Within this project, the author took responsibility for managing all stages

of content production, including pre-production, production, and post-production, as
well as conducting target audience analysis, developing and organizing content matrices and
media recommendations, evaluating content performance, and coordinating the publication
process. The results show a significant increase in content output, from 45 to 75 pieces,
accompanied by higher audience engagement in the form of likes, comments, and shares. This
indicates that optimizing digital communication strategies through creative content can
enhance the effectiveness of social media as a tool for institutional communication.