Optimalisasi strategi konten Instagram untuk meningkatkan promosi jamu instan pada UMKM Snack Rahayu

Abstract

This mentoring program aims to support the use of Instagram as a promotional medium for instant herbal
drink products at UMKM Snack Rahayu. Prior to the program, the business relied on door-to-door sales
and had not used social media in a structured manner, resulting in limited market reach. The mentoring
process included initial observation, problem identification, content concept development, and the creation
and publication of initial trial content. During the program, three posts were published to assess audience
responses and observe Instagram’s early promotional potential. The analysis indicates that simple content
concepts and appropriate visual formats generated initial signs of increased interaction. Among the three
posts published as initial trial content, video emerged as the most effective format, reinforcing that
appropriate visual selection influences audience responses. The program also improved the owner’s
understanding of posting consistency and visual coherence in building a basic digital identity, enabling
the continued independent use of Instagram.