Implementation of Brand Journalism on Instagram in Building Samma Bakery's Marketing Communications

Abstract

The development of social media in the current era has had a positive impact as a driver for local businesses to utilize digital communication strategies in building relationships with consumers. One example of this approach is brand journalism, which is a strategy to convey information about the business being run through content shared on social media, where the content is informative, narrative, and interactive. This study aims to analyze the implementation of brand journalism on Instagram in building marketing communications for a local business, namely Samma Bakery. The analysis of this study uses brand journalism theory and digital marketing communication theory. This study uses a qualitative descriptive method with observation techniques on Samma Bakery's Instagram content and content analysis of captions, visual content, and audience interactions. The research subjects were Samma Bakery's Instagram posts containing product information, promotions, storytelling, and interactions with customers. Data analysis was carried out by identifying the forms of brand journalism implementation in digital marketing communication activities. The results of the study show that Samma Bakery implements brand journalism through product storytelling content, promotional information, product education, and interactive communication with audiences/consumers through the comments feature and Instagram Stories. This strategy is able to increase brand awareness, engagement, and emotional closeness with consumers. This study concludes that implementing brand journalism on Instagram plays a crucial role in building Samma Bakery's marketing communications through the delivery of informative and interactive content that strengthens the brand-audience relationship on social media.