PENGEMASAN KONTEN PADA INSTAGRAM BRAND MAKEUP MOTHER OF PEARL UNTUK MENINGKATKAN CUSTOMER ENGAGEMENT

This study aims to determine how content packaging on the Mother of Pearl Beauty (@mop.beauty) Instagram account builds customer engagement In the digital era, social media has become an important tool for brands to interact directly with their audiences. Using a digital marketing communications approach and content marketing theory, this study analyzes how visual and verbal messages are packaged to create an emotional connection between brands and consumers. This study uses a qualitative content analysis method with a descriptive approach. Data were obtained through documentation of Instagram content uploads in the form of feeds and reels during the specified research period. The analysis was conducted by categorizing four main elements of content packaging: visual, verbal, narrative, and brand identity elements. To maintain data validity, a credibility testing technique was used by increasing observational persistence. The results show that Mother of Pearl Beauty packages its content consistently through a soft visual style and communicative verbal messages. The alignment between brand values ​​and the messages conveyed is able to create positive interactions with the audience. Audience engagement is reflected in active responses in the form of likes, comments, and participation in spreading the brand message.