PERAN COPYWRITER DALAM PRODUKSI SCRIPT KONTEN MEDIA SOSIAL PADA PORTAL MEDIA ONLINE MANTRAIDEA.COM

The role of technology in supporting the speed of access to information is getting stronger. Various innovations are present, especially in the aspect of communication that requires media to channel an effective message. Moreover, Reuters Institute research titled 'Digital News Report 2023' shows that 84% of Indonesian respondents use online media as a reference for finding news. This opportunity was captured by Mantraidea.com to provide information with a special topic on the creative economy (ekraf) based on the sector's contribution to the Indonesian economy. Based on this, this report is prepared to answer how the role of copywriters in the production of social media content scripts on the Mantraidea.com online media portal.
Referring to this, this report uses new media theory to examine the reciprocal or two-way communication process of media users. With one of the characteristics of new media is the speed of information that must be balanced with the credibility of the source and the quality of the writing. So it is necessary to use copywriting techniques with the AIDA formula (Attention, Interest, Desire, and Action) which aims to influence readers.
The pre-production stage of Mantraidea.com's work uses primary data by conducting interviews and direct observation. Also, using secondary data from the results of journal research and other media articles. In addition to online media, Mantraidea utilizes social media as a medium for promoting news with light and short narratives.
In the production of Mantraidea.com, the writer as a copywriter is tasked with creating Mantraidea's social media content scripts which include feed scripts, voice over scripts, captions, and hashtag selection. From April 2024 to October 2024, Mantraidea.com produced 163 works in seven sections, namely Kulinova, Digital, Jendela Karya, Pelipur, Toserba, Fashion, and Tontonan.