Digital Platform Engagement and Brand Awareness: A Social Media Content Study

This study aims to analyze the social media content strategy implemented by PT Langit Anantara Kreasi in building brand awareness of Kolabo products through Instagram and TikTok. The qualitative case study approach uses content analysis. Data collection through in-depth interviews and observation of social media content, documentation, and user engagement analysis, by applying triangulation techniques. The results show that content strategies emphasize creative, educational, and interactive approaches, utilizing two main platforms. TikTok and Instagram's digital platform strategies significantly increased brand recognition and recall for Kolabo. The study confirms that consistent, relevant, and data-driven content management is a key factor in building brand awareness in the digital age. These findings can serve as a reference for companies in designing effective digital communication strategies to strengthen their brand position in a competitive market.