Perancangan Strategi Social Media Marketing Pada TalentGo Dengan Metode Design Thinking
Abstract
In the digital era, social media has become a primary strategy for increasing brand awareness, especially for technology-based companies such as TalentGo. Instagram, as a visual platform, has great potential to build brand image and create emotional connections with audiences. Therefore, content strategies need to be designed in a structured and user-centered manner. This is important so that marketing activities are not only informative but also able to build a strong brand identity. This study aims to evaluate the effectiveness of TalentGo’s Instagram strategy and to design a more appropriate strategy to enhance brand awareness. The research employs a qualitative approach with a cross-sectional design. Data were collected through in-depth interviews, observations, and analysis of Instagram Insights. Triangulation techniques were applied to ensure data validity. The results indicate that educational content, storytelling, and transparent presentation of service processes have the greatest potential to increase engagement and brand awareness. Such content helps audiences understand TalentGo’s value more clearly. In contrast, hard-selling promotional content is considered less effective due to weaknesses in visual presentation and narrative. This shows that audiences prefer content that is informative and emotionally meaningful. Based on these findings, a strategy was designed that emphasizes visual consistency, the use of storytelling, service transparency, and the optimization of Instagram’s interactive features. This strategy is expected to strengthen engagement and clarify brand identity. A human-centered approach is key to creating more meaningful content. This study is expected to contribute both academically and practically to the development of Design thinking–based social media marketing strategies. Practically, the results can serve as a guideline for TalentGo in optimizing its Instagram performance to increase brand awareness. Academically, this research enriches the literature on the application of Design thinking in social media strategy design. Future studies are recommended to use quantitative approaches to measure the impact of strategies more objectively. In addition, exploring other platforms such as TikTok can be considered to expand TalentGo’s brand awareness reach.
Keywords: Brand Awareness, Social Media Marketing, Instagram, Design Thinking
References
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