CREATIVE CONTENT: UTILIZING INSTAGRAM AND TIKTOK TO DIGITALLY PROMOTE PROCESSED FOOD PRODUCTS OF THE NGALANGALANGSARI VILLAGE COMMUNITY

Abstract

In today's world, social media has transcended its role as a mere lifestyle or entertainment tool, where it has become a platforn where users can both access and share informations. The information available on social media is incredibly diverse. Social media is rapidly evolving into a reliable platform for developing and building brand recognition for various products. Take MSMEs, for instance: the MSME sector in Indonesia is a crucial part of the nation's economy. Undeniably, MSME entrepreneurs face significant challenges in competing with established brands. One key reason is the lack of effective product promotion. For example, the processed products of MSMEs in Ngalangalangsari Village, primarily operated by traders who market their goods to coastal areas, have never engaged in promotional activities for their products.. Based on this status quo, the researcher sought to provide education on digital promotion by creating engaging content showcasing the diverse processed products of local MSMEs. This research employed a qualitative methodology, utilizing observation and interviews. The findings revealed high levels of enthusiasm among residents for the creative content-based digital promotion activities. Community members gained knowledge and learned how to leverage their existing social media platforms to promote their MSME products and increase sales.