Author: Hafiya Fatimatuzzahroh Ryannanda
DPL:
- Gani Nur Pramudyo, M.Hum.
- Muhammad Hamdan Mukafi, S.S., M.A.
- Siti Komariya, S.S., M.A.
Location: Branjang Village, West Ungaran, Central Java
Amidst the onslaught of the digital era and intense market competition, Micro, Small, and Medium Enterprises (MSMEs) are required to not only sell products but also build a strong brand image. Instagram and TikTok are more than just platforms for sharing photos and videos. For MSMEs, they are platforms to introduce values, build trust, and establish a business identity that differentiates them from thousands of similar accounts.
One of the keys to this process is the ability to craft narratives and captions that are not only informative, but also relevant and engaging. This is what Indonesian Literature students conducted during the Thematic Community Service Program (KKN-T) at Diponegoro University through the “Instagram and TikTok Social Media Development” program at Anto Aquarium & Art, a local business specializing in aquascapes and aquarium decorations.
The narrative not only conveys product descriptions but also builds imagination and emotional connection with the audience. Instead of simply writing “aquascape ready,” the narrative depicts a calming natural setting and the harmonious life of small fish. With this approach, the audience can understand the creative process, inspiration, and dedication behind the product. Instagram captions serve as a bridge between the image and the audience’s perception. Although seemingly simple, captions have the power to inspire action.
With humanistic, warm, and conversational language, captions build engagement. The audience feels engaged in a conversation, not just offered a product. This emotional engagement will become the foundation for long-term customer loyalty. Another strength of this approach is the consistency of communication style. Anto Aquarium & Art maintains a distinctive style: relaxed, friendly, and relatable to the audience’s lives. This not only enhances the account’s appearance but also strengthens the overall brand image. A consistent image is crucial for distinguishing a brand from its competitors. A unique communication style is a distinguishing element that makes it easier for customers to remember and trust a brand.
The KKN-T program provides a new perspective on how to utilize social media not just as a product catalog, but as a platform for building relationships with consumers. Through this program, Anto Aquarium & Art gained the skills to optimize its digital presence.