STRATEGI MANAJEMEN KONTEN ORGANIK INSTAGRAM DALAM PELAKSANAAN KAMPANYE MINGGUAN PADA WILLNDO PT MANGKOBOI MITRA WARGA

Abstract

This study aims to analyze the organic Instagram content management strategy in implementing weekly campaigns at Willndo as a business partner under PT Mangkoboi Mitra Warga. The research is motivated by the increasing use of social media as a digital communication platform and the growing need for companies to build audience engagement organically through structured and sustainable content strategies. This study employed a qualitative descriptive approach with data collection techniques conducted through observation, interviews, and documentation during the internship program. The collected data were analyzed through the stages of planning, production, publication, and evaluation of social media content. The findings reveal that the implementation of weekly campaigns creates a gradual communication pattern resembling a marketing funnel consisting of awareness, engagement, and conversion stages. Content using emotional storytelling approaches and visually appealing food presentations through video reels achieved the highest performance compared to other content formats. In addition, certain moments such as Ramadan significantly influenced the increase in views, reach, likes, comments, and audience engagement. The study also found that campaign consistency, appropriate content formats, trending audio usage, and audience insight data contributed to improving content effectiveness. This research concludes that a weekly campaign strategy supported by systematic and data-driven content management effectively improves organic social media performance and strengthens digital brand communication in the creative industry.