Strategi Komunikasi Content Creator Pemula dalam Upaya Mengembangkan Akun Media Sosial Instagram

Abstract

The rapid growth of Instagram in Indonesia has encouraged the emergence of many beginner content creators who face the challenge of building a sustainable social media account from scratch. This study aim to analyze the communication strategies applied by beginner content creator in developing their Instagram account, as well as the challenges they encounter in the process. Using a qualitative descriptive method, data were collected through semi-structured interviews, observation, and documentation involving five beginner content creators from various regions in Indonesia, and were analyze using the Miles and Huberman model and validated through source triangulation. The findings show that informants implemented Anwar Arifin’s four stages of communication strategy: identifyng the audience, composing messages, determining methods, and selecting media, supported by personal branding built on distinctiveness, relevance, and consistency. Content hooks in the first three second, storytelling, and active audience interaction emerged as the dominant methods. The study also confirms Gary Vaynerchuk’s five challenges faced by beginner creators, with content consistency and fear of public judgment identified as the most dominant obstacles. This research contributes new insight into how resouce-limited beginner creators independently design communication startegies to develop Instagram accounts from an early stage.