DEVELOPMENT OF DIGITAL MARKETING BASED ON VISUAL CONTENT AND CONTENT PLANNING FOR THE MSME BAKSO TETELAN IGA MASNO

Abstract

Culinary micro, small, and medium enterprises (MSMEs) need to use social media to extend product information beyond word-of-mouth recommendations. Observations of the MSME Bakso Tetelan Iga Masno showed that the business’s social media feed was still dominated by posters, the business did not yet have a TikTok account, and customer reviews were still few. This community service activity aimed to help the business develop its digital marketing through the use of visual content and content planning. The activity was carried out using an educational outreach method accompanied by application examples and discussion, through the stages of observation, material preparation, direct outreach at the business location, and discussion and question-and-answer. The material covered content types, mobile phone camera techniques for product photography, design fundamentals, caption writing, and an example of a weekly content schedule. Because the activity was conducted in a single meeting and was not accompanied by an assessment of understanding, its impact on the business’s social media accounts could not yet be evaluated. Recommended follow-up actions include regularly reactivating Instagram, creating a TikTok account, collecting customer testimonials, completing the information on Google Maps and GoFood, and providing further mentoring.