The Role of Instagram and Tiktok in Strengthening Branding FBHIS UMSIDA
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Abstract
Creative content and attractive visuals have proven effective in building a positive impression of the faculty. The research used mixed methods, namely quantitative and qualitative, with data collection techniques through social media analysis and snowball sampling method. The quantitative approach was carried out by analyzing statistical data such as the number of likes, comments, shares, and engagement rates from posts on FBHIS Instagram and TikTok accounts for four months. The results showed that the use of attractive and consistent visuals, as well as creative content, played a major role in strengthening the positive image of FBHIS. From the quantitative data, it was found that the average engagement rate was quite high among FBHIS students, while the qualitative data showed that relevant content reflecting the values and excellence of the faculty was able to build loyalty among students. The snowball sampling technique successfully identified audience participation patterns and preferences for published content.
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