Analisis Isi Kualitatif Pengemasan Konten Informasi Digital Pada Akun Instagram @komunikasiumm

The evolution of social media, particularly Instagram, has established it as a vital platform for educational institutions to disseminate information. The @komunikasiumm account, managed by the Communication Science Program at the University of Muhammadiyah Malang, actively utilizes this platform to reach its audience, primarily students. The effectiveness of this information delivery is highly dependent on the content packaging strategies employed. Therefore, this research aims to analyze the forms of digital information content packaging presented on the @komunikasiumm Instagram account. This study employed a qualitative content analysis method within a constructivist paradigm, with a unit of analysis consisting of 19 posts uploaded during December 2024. The analysis was conducted based on the framework of Safko and Brake's four pillars of social media strategy (Communication, Collaboration, Education, Entertainment) and Heath's six "Made to Stick" principles. The researcher found that @komunikasiumm packages its content by combining strong visual and textual elements, while optimally utilizing Instagram features such as Reels and Carousels. Of the six "Made to Stick" principles, Simplicity and Stories were the most dominant, evident in the use of concise titles and narratives relatable to student life. Among the four strategic pillars, the Communication/Information and Entertainment categories demonstrated the highest audience interaction. This packaging method successfully creates an interactive and informative digital communication space, aligning with Pierre Lévy's New Media theory, which emphasizes interaction and social integration. The findings of this study indicate that the content on @komunikasiumm applies the six "Made to Stick" principles in its packaging. It is recommended that future research delve into the perspective of the account managers through interviews for a more in-depth understanding.