STRATEGI VISUAL BRANDING DIGITAL PADA MEDIA SOSIAL GENERASI Z
Keywords:
Authentic Visual Branding, Generation Z Digital Engagement, Community-Driven MarketingAbstract
This study aims to explore digital visual branding strategies implemented by local brands in building engagement with Generation Z on social media, and identify visual elements and strategic content approaches that create authentic brand-consumer relationships. Employing a qualitative phenomenological approach, the research collected data through in-depth interviews with founders and content creators of local brands, focus group discussions with Generation Z consumers, and participant observation of social media content on Instagram, TikTok, and Twitter. Data analysis using Miles' model included data condensation, data display, and conclusion drawing with validation through source triangulation, method triangulation, and member checking. Findings reveal that local brands achieved 12% engagement rate and 8% conversion rate through an authenticity over perfection paradigm, relying on aesthetic rawness, vulnerability-driven storytelling, and community co-creation without high-budget production. Visual strategies include earth tone palettes communicating sustainability values, approachable typography, rule-breaking asymmetrical compositions, deliberately imperfect photography, and platform-specific content adaptation maintaining core identity. Brands transformed resource constraints into creative catalysts through radical transparency, interactive campaigns, and value-driven messaging that is educational yet non-preachy. The research contributes to SDGs 8, 9, and 12 by proving that MSMEs can compete effectively in digital marketplaces through authenticity-driven strategies that democratize access to effective marketing, while promoting conscious consumer behavior and social responsibility.
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