Setia Farm's Creative Strategy Through a Story Telling Approach

Qoyyum Fauzianin, Erwan Sudiwijaya, Aly Aulia

Abstract


Purpose. The demand for beef in Indonesia continues to increase. In 2021 it was estimated to reach nearly 700,000 tons or equivalent to 3.6 million cattle. This potential market makes the cattle market in Indonesia more crowded, especially in the digital era, making farmers more creative in marketing their cows. Setia Farm is a YouTube channel owned by a cattle farm with the most subscribers among other farm YouTube channels. This research aims to determine how Setia Farm’s creative strategy communicates cattle commodities through storytelling.

Design/Methodology/Approach. The methodology in this research is descriptive qualitative, with data obtained from interviews with the owner of the blessing of Setia Farm, observations on the Setia Fam YouTube Channel, and documentation of reports in online media.

Finding. Spontaneity is the key to setting goals and ideas from the storytelling content of the Setia Farm YouTube channel, supported by an independent production team with their tools. This channel never lacks stock content to upload.


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DOI: https://doi.org/10.12928/sylection.v1i1.11335

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