Pemanfaatan Instagram Reels sebagai Strategi Komunikasi Digital Radio Kisi FM Bogor dalam Meningkatkan Brand Image

Abstract

Abstract. The development of the digital era has pushed local radio stations to adapt through social media to maintain their existence. Radio Kisi FM Bogor utilizes Instagram Reels as its main digital communication medium; however, stagnant follower growth and low engagement became the issues underlying this research. This study aims to analyze the digital communication strategy of Radio Kisi FM Bogor through Instagram Reels content @kisifmbogor in enhancing brand image. A descriptive qualitative method with a constructivism paradigm was employed, using observation, in-depth interviews, and documentation. The analysis was conducted using The Circular Model of SoMe (Luttrell, 2022) and Antonella Caputo's brand image concept. The results show that the four elements of Share, Optimize, Manage, and Engage have been implemented in a planned manner and contributed to the formation of corporate image, product image, and user image. Among the three, user image emerged as the most dominant dimension due to the high emotional closeness of the audience toward the @kisifmbogor account. However, a gap was found between the account manager's claims and the informants' experiences regarding the consistency of responses in the comments section, thus deeming the implementation of the Engage element less than optimal. Consistent two-way interaction with the audience is key to strengthening and maintaining the sustainability of Radio Kisi FM Bogor's brand image in the digital space.

Keywords: Digital Communication Strategy, Instagram Reels, Brand Image, Local Radio, The Circular Model of SoMe