Development of Educational Media by Infographic Video-Based Social Media Marketing to Optimize Marketing Communication for UMKM
Marventyo Amala, Anindita Budi Astuti, Lani Siti Noor Aisyah, and Yayah Nurasiah

Politeknik Negeri Media Kreatif

Abstract

UMKM (Micro, Small, and Medium Enterprises) play a critical role in economic growth and are believed to possess excellent economic resilience, contributing significantly to the stability of economic and financial systems. Despite their potential, many UMKM fail due to their inability to adopt technological advancements, such as Instagram for marketing purposes. A substantial number of UMKM have yet to utilize Instagram marketing to its full potential. This research aims to develop Instagram marketing educational media through infographic videos, which are engaging, easy to comprehend, and informative. Additionally, the study investigates the response of UMKM towards this educational media. A combination of quantitative and qualitative data analysis techniques was employed, using the Research and Development (R&D) approach. The ADDIE model was adopted to guide the development process of the educational media.

Keywords: Instagram marketing, educational media, infographic videos

Topic: Digital Media