Creative Strategy for Vlog Content on Kelana Saka's YouTube Channel to Increase Engagement

Abstract

This research explores the creative strategies implemented by the Kelana Saka YouTube channel in increasing audience engagement, with a focus on travel category vlog content. Since the rise of YouTube usage in Indonesia, the platform has become an important means for creators to express themselves and earn revenue through partnership programs. Kelana Saka, as a successful example, offers unique content with a personal and authentic approach, utilizing strong narratives and compelling visuals. Through a descriptive qualitative method, this research analyzes the creative elements in content production, including cinematography, idea development, and the use of data for content performance evaluation. The main data sources of this research were obtained through interviews and documentation. The results show that strategies based on uniqueness, thumbnail personalization, and adaptation to audience preferences have contributed significantly to audience engagement and loyalty. The results showed that in increasing engagement, the Kelana Saka channel implemented creative strategy stages in the form of strategy planning, content production, content distribution and promotion, and evaluation.