Strategi Aktivasi Konten Giveaway Program Padhange Ati JTV di Instagram

This study aims to describe the content activation strategy of giveaway promotions as an off-air promotional effort for the Padhange Ati program on JTV through Instagram during the month of Ramadan 2024. The research focuses on the planning process, implementation, and audience engagement with the daily-uploaded giveaway content. The objective is to illustrate the form of digital strategy used and its impact on audience reach and interaction. This research applies the theories of digital marketing communication, social media content strategy, and the AIDA model (Attention, Interest, Desire, Action) as the conceptual framework. These theories assist in analyzing how visual content, narrative, and giveaway incentives shape digital interaction patterns. Social media activation is understood as an effort to build responsive and emotional two-way communication between the television program and its audience. The study employs a descriptive qualitative approach using active participatory observation, digital documentation, and online interviews. Data analysis techniques follow the model of Miles, Huberman, and Saldana, including data reduction, data display, and conclusion drawing. The findings indicate that the giveaway strategy successfully enhanced audience reach and engagement. Ramadan-themed visuals, strategically timed uploads, and relevant questions encouraged high participation. This activation fostered positive audience perception of the program, despite several challenges such as limited team resources and content distribution control.