Social Media-Based Digital Branding Strategy to Increase Sales and Expand Market Reach for Caugelis Banana Chips MSMEs: A Content Creator Perspective
DOI:
https://doi.org/10.59890/ijsas.v4i10.73Keywords:
Digital Branding, Social Media, MSME, Content Creator, Digital MarketingAbstract
This study examines the implementation of a social media-based digital branding strategy for the Kripik Pisang Caugelis micro, small, and medium enterprise (MSME) from a content creator's perspective. The main problems prior to the project were unstructured social media management, an inconsistent visual identity, and limited content strategies for expanding audience reach. The study aims to identify the initial conditions, analyze the obstacles faced, design a digital marketing strategy, optimize social media use, and examine the role of the content creator in content development. The method used was a project management approach based on the stages of the System Development Life Cycle (SDLC), supported by observation, interviews, documentation, SWOT analysis, STP, competitor analysis, and AIDA. Implementation was carried out through Instagram, TikTok, and WhatsApp Business, involving content planning, visual identity development, publication, advertisement use, and social media metric evaluation. The results show audience growth on both platforms and an increase in the content creator's KPI achievement from 84.7% to 94.9%. Instagram followers grew from 800 in May to 1,200 in December, while TikTok followers increased from 300 to 750. The strategy implemented strengthened visual consistency and expanded reach, although comment and share interactions on Instagram remained low.
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