Analisis Strategi Konten Dalam Meraih Engagement pada Media Sosial Youtube (Studi Kasus Froyonion)

The use of new media is increasing in the midst of society, and new media also function as social media. With a large market, social media is an opportunity to attract a large and broad audience. Audience withdrawal is done through content uploaded on social media. This also attracts many companies and institutions to plunge into creating content on social media to achieve their goals and audience needs. This study aims to try to examine the content strategy carried out by one company, Froyonion, in gaining engagement on social media Youtube. The theory that the author uses as the basis of this research is the theory of new media, social media, content, content strategies and interpersonal communication. This research was conducted using a descriptive qualitative approach with a case study method. The method of data collection is done through interviews, observation, literature studies, and online data search. Interviews were conducted on 3 speakers, namely Creative Director Froyonion, content strategist and social media specialist. The results of this study indicate that the content strategy that Froyonion performed on their content was based on planning with appropriate considerations. Starting from the message thrown, the delivery strategy, visual design, targets and benchmarks, to the technical things that need to be done on social media Youtube.