Analysis of the Impact of Storytelling on Audience Engagement Through Increased Viewing Frequency of the Digital Business Study Program Profile Video on Instagram

Abstract

This study aims to examine the effect of frequency of watching storytelling-based videos on audience response to the profile video of the Digital Business Study Program at Universitas Pendidikan Indonesia. Instagram, as a social media platform that prioritizes visual content, provides a unique opportunity for brands to build deeper emotional communication with audiences. Using descriptive quantitative research methods, this study compares the performance of storytelling-based content with conventional content through analysis of Instagram Insights metrics that include consumer response metrics, such as engagement, interaction, and influence on audience response. Data analysis was conducted to evaluate and compare how storytelling increases video viewing frequency and its impact on audience response compared to other content. The findings provide practical implications for the development of digital content strategies, particularly in the context of higher education institution marketing, by showing that storytelling can be an effective approach to increase audience engagement on social media platforms.