Building a brand and reaching consumers no longer rely solely on conventional promotions. Social media has become a primary channel for shaping a business’s image. Through a training session, “Social Media Optimization through Content Creation,” FEB UGM encouraged MSME (Micro, Small, and Medium Enterprises) players to optimize social media by developing effective content strategies to enhance their business visibility.
The training, organized by the Entrepreneurship, Innovation, and MSME Studies Division on July 17, 2025, at FEB UGM, featured Primastuti Indah Suryani, M.Si., M.M., a content creator and digital marketing trainer. Primastuti emphasized the importance of using social media as a marketing tool and an effective means of personal branding to shape public perception of a business.
“You are your brand. In building a brand image, several aspects must be considered, such as the business identity, unique value proposition, consistent visuals, social image, active use of social media, testimonials, and reputation,” she explained.
Furthermore, Primastuti explained that social media optimization in MSME marketing offers numerous benefits. One of them is increased visibility.
She added, “Using social media as a promotional tool allows information to be shared quickly, increases interactions with many people, promotes branding at minimal cost, and reaches potential new partners more broadly.”
During this training, participants from the MSME program learned how to use various social media features for business promotion. These features include Instagram Feed, WhatsApp Business, Facebook Marketplace, TikTok Shop, and YouTube Monetization. In addition, participants learned about understanding digital consumer behavior by creating more targeted content.
“Content is key. Important aspects to consider in content include attractive product photos, captions with soft-selling promotional elements, informative videos, trending music or voice-overs, and effective hooks,” Primastuti explained.
She also described how content creation can be mapped according to business needs, such as brand awareness, humanizing the brand, trust building, storytelling, promotion, interaction, engagement, and education.
When developing a content strategy, Primastuti emphasized the importance of appealing and consistent visuals, understanding the types of content that audiences prefer, and maintaining active interaction. Storytelling is also a vital element in crafting strong and informative captions.
“Some content goals include building brand awareness so people recognize and remember a brand, humanizing the brand to make it feel more relatable and emotionally connected to the audience, trust building, storytelling, promotion, interaction, engagement, and education,” she said.
Primastuti also shared tips for creating attractive content, from compelling photos and storytelling to writing captions.
“Use appealing photos with good angles and consistent visuals. Don’t forget to identify the content your audience likes and be interactive. Storytelling is also essential in writing captions to deliver soft selling in an informative way,” she added.
This activity is part of FEB UGM’s commitment to supporting local economic empowerment through continuous MSME assistance. This training will encourage business owners to be more adaptive and innovative in leveraging social media to expand their market and strengthen their business presence in the digital era.
Reporter: Shofi Hawa Anjani
Editor: Kurnia Ekaptiningrum
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