The Role of Creative Content in Digital Marketing Strategies in Educational Institution Social Media (Case Study: Instagram of Vocational Education Program, Universitas Indonesia)

Abstract

The development of the digital and creative industry today opens up more opportunities to carry out marketing activities, both products and services; especially during the COVID-19 pandemic, which forced us all to switch to digital platforms. Social media still plays an important role in the digital marketing process. Currently, social media marketing is no longer carried out by the creative industry, but also by government agencies, organizations, private companies, and educational institutions, including the Vocational Education Program at the Universitas Indonesia. One of the social media that is actively used is Instagram. Instagram is the primary social media used, in addition to other social media such as Facebook, Twitter, and YouTube. Mostly, the UI Vocational Education Program Instagram contents were still in photo or image format. The other content formats are needed and expected to increase engagement with the audience. With the increasing variety of social media and competition with other educational institutions, marketing content that is published also needs to be made creatively to attract audiences consuming the content. This study will discuss the role of creative content in the marketing strategies of social media educational institutions. The research was conducted qualitatively through literature study and observation. Not only explaining the importance of the role of creative content, this research will also explain what details should be in the creative content.