Developing Content Strategy to Increase the Effectiveness of Look at Me Instagram Account

Abstract

Public awareness of social issues is still low and to reduce it, is to know and learn how to overcome them. Look at Me is a local fashion brand that focuses on social issues in Indonesia and raises these issues into a pattern. The main platform used to promote and sell the product is done on Instagram. Currently, the problem that appears is that Look at Me has not maximized the existing business features and does not yet know what the target market preference is. This causes low engagement and decreasing followers. Using external analytical methods such as Five Porter Forces, PESTEL, customer insight with a quantitative approach and survey methods, and benchmarking analysis. Use Internal Analysis by analyzing the company's internal condition and Look at Me's Instagram. All concluded in SWOT and root cause using fishbone diagrams. This study aims to gain insights related to the performance of the Look at Me's Instagram, which hopefully can be a reference for improving and proposing the best marketing strategy plan to increase the effectiveness of the Instagram Look at Me account.

Keywords: Engagement Content, Fashion Brand, Instagram Analysis, Look at Me