Management of Content at @HOOKSpace on Instagram to Promote a Full Concert Streaming Event

Abiyyu Asykarul Haq, Erwan Sudiwijaya

Abstract


In recent years, the music industry in Yogyakarta (Jogja) has experienced rapid growth in line with the increasing public interest in various music genres. One prominent phenomenon in Jogja's music ecosystem is the organization of music concerts, which serve as a stage for both local and national talents. @HOOKSpace is a concert content media based on Instagram that uploads photos and videos of concert events. The aim of this research is to describe the content management of @HOOKSpace in increasing brand awareness as concert content media through Instagram (March – May 2023 period). The research method used in this study is qualitative descriptive research with a case study approach. The data sources for this research come from interviews with the Director, media staff, and marketing comunication staff of @hookspace, and documentation from the official Instagram account of @hookspace. The findings from this research indicate that the content management of @HOOKSpace to enhance brand awareness is carried out through several stages: Setting Goals, Target Market Mapping, Content Conceptualization and Planning, Content Creation, Content Distribution, Content Strengthening, and Content Distribution.


Keywords


Communication; Content Management; Instagram; Social Media

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References


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DOI: https://doi.org/10.12928/sylection.v4i1.18742

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