STRATEGI KOMUNIKASI PENINGKATAN ENGAGEMENT (LIKE, SHARE, DAN COMMENT) TIKTOK @UNIVERSITAS DIPONEGORO DAN INSTAGRAM @UNDIP.OFFICIAL MELALUI PRODUKSI KONTEN VIDEO SEBAGAI PROJECT COORDINATOR DAN CONTENT PLANNER

Abstract

(UNDIP) has proactively adopted digital communication channels as a strategic
instrument to strengthen its institutional reputation. As a higher education institution targeting
Generation Z, UNDIP faces challenges in building effective interaction on social media,
particularly on the TikTok platform. Content that tends to be formal and one-way is often less
effective in attracting young audiences who prefer a humanistic, inclusive, and interactive
narrative approach. This professional project aims to design and implement a communication
strategy through the "Jejak UNDIP" program to increase engagement (such as likes, shares,
and comments) on the @undip.official TikTok account. Through planned video content
production, this project focuses on content pillars that highlight the humanistic side of the
campus, facilities such as Electric Buggies through the Smart & Eco Campus campaign, and
student achievements. The implementation results show that the shift in communication style
from formal-segmentative to a more interactive approach has proven effective in attracting
active audience engagement. This increase in engagement not only expands the reach of
information but also strengthens UNDIP's image as an adaptive and modern university in the
eyes of Generation Z.