Promotional video design for Kawa Daun Koffie: Examining preliminary audience engagement on Instagram
DOI:
https://doi.org/10.30998/jd.v13i4.3939Keywords:
Generation Z, Instagram, Marketing Strategy, Promotional Video, AudiovisualAbstract
Audiovisual content has transformed into a strategic medium in digital marketing, playing a crucial role in distributing product information to a broad audience. This study aims to examine the preliminary audience response to creative promotional video content distributed via the Instagram platform, focusing on a local food and beverage entity, Kawa Daun Koffie. This study adopts a case study approach that combines qualitative observation of Generation Z consumers' media consumption behavior with supplementary descriptive quantitative data from a questionnaire distributed to 50 respondents to map their visual format preferences. The research procedure includes designing, producing, and publishing a cinematic visual storytelling promotional video, which is then analyzed through a comparative evaluation against the brand’s previously uploaded static and documentary-style content. The results indicate a higher observable audience interaction for the creative video content. This is reflected in a descriptive increase in surface-level interaction, from 6 to 21 likes, relative to a conventional static post. As reach, posting time, and audience exposure were not controlled, this difference is interpreted as preliminary rather than causal, suggesting that narrative-driven, video-based content may be a more adaptive and engaging marketing approach for strengthening brand presence and digital competitiveness.
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