STRATEGI KOMUNIKASI PENINGKATAN ENGAGEMENT (LIKE, SHARE, DAN COMMENT) TIKTOK @UNIVERSITAS DIPONEGORO DAN INSTAGRAM @UNDIP.OFFICIAL MELALUI PRODUKSI KONTEN VIDEO SEBAGAI POJECT LEADER, ACCOUNT EXECUTIVE DAN PROGRAM MANAGER

Abstract

The development of social media has reshaped digital communication patterns, particularly in
how educational institutions disseminate information. Diponegoro University utilizes the
@undip.official account as a platform for public communication, information sharing, and
institutional branding. However, content management still needs optimization to improve
audience engagement. This professional project aims to implement a digital communication
strategy through video content production on TikTok and Instagram (@undip.official) to increase
engagement. The process was conducted through pre-production, production, and postproduction
stages,
using
the
AISAS
model
(Attention,
Interest,
Search,
Action,
Share).
The
author

served

as Project Leader, Account Executive, and Program Manager, overseeing project
execution, aligning strategies with institutional goals, and coordinating program implementation.
The results show an increase in content production from 45 to 75 pieces, accompanied by higher
audience interactions such as likes, comments, and shares. Thus, optimizing creative content
strategies can enhance the effectiveness of social media for institutional communication.