THE EFFECTIVENESS OF CONTENT CREATION ON INSTAGRAM TOWARDS AUDIENCE ENGAGEMENT FOR GENERATION Z

• Main Author: Latifya Farijana Andrian, Artemis
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68143
• Institution: Institut Teknologi Bandung

This specific research will encompass the effectiveness rate that content creation has towards audience engagement rate on Instagram, explicitly analysing the overall behaviour of individual belonging in Generation Z within the platform. Technological progress within the digital world has continuously provided developments towards the types of activities individuals engage in. One of the most frequent uses of the internet is the utilization of social media among the younger generation. Known for being the generation that grew up with the enhancements of the digital platforms, these generations are the most active users of social media by a high percentage. With the frequent use of social media, many individuals, companies, and organizations have started to build their online presence as a means to reach a broader market. With an online presence, these users have high regards towards producing content for their audience. The main purpose of the development of contents are mostly to be more attractive in the eyes of the audience compared to the competitors. Reliable data to foresee these results have been obtained through a series of questions that were directly answered by individuals that were born between the years 1997 to 2012. The research has found that contents are highly relevant within the daily lives of these individuals. Instagram is a platform that is utilized for numerous advantages, this includes receiving updates regarding current news, information about influencers or important people, as well as contents that are presented by each individual’s personal algorithm. In addition, the research aims to know the criteria’s that the audience believe is important to enhance their enjoyability and to simplify the reader's ability to understand the content. Other than each individual possessing different preferences on the contents they foresee; to add to that, other contributing factors include the structure of the content and whether it delivers a story telling method. The importance of quality control of contents is the fact that it can impact the way the audience perceives a brand based on the contents that's published for the public. Social media is a great place to exchange opinions, however it is not always friendly conversations. As time goes on, engagement rates will continuously grow for account owners as more users utilize social media in their daily lives; however, posting consistent quality contents are important to maintain loyal followers and attract new ones.