Video Storytelling as an Effective Strategy for College Brand Awareness

Rilla Gantino; Desy  Apriani; Fanani Islamia  Ningrum; Rifqi  Fahrudin; Kamal Arif  Al-Farouqi; Bintang Nanda  Henry

doi:10.34306/abdi.v6i2.1303

Penulis

Rilla Gantino Esa Unggul University Author https://orcid.org/0000-0002-3626-6033
Desy Apriani University of Raharja Author https://orcid.org/0000-0001-6967-0369
Fanani Islamia Ningrum University of Raharja Author https://orcid.org/0009-0000-2592-2907
Rifqi Fahrudin Catur Insan Cendekia University Author
Kamal Arif Al-Farouqi Eduaward Incorporation Author https://orcid.org/0009-0007-4074-3545
Bintang Nanda Henry University of Raharja Author

DOI:

https://doi.org/10.34306/abdi.v6i2.1303

Kata Kunci:

Storytelling, Brand Awareness, Higher Education, Content Creation, Engagement

Abstrak

The increasing level of competition among higher education institutions demands the adoption of more creative marketing strategies that are relevant to the needs of prospective students, particularly in the digital era dominated by visual content consumption. This study aims to design an effective storytelling-based video content creation strategy model to enhance university brand awareness. The research employs a descriptive qualitative method with a case study approach at Raharja University. Data were collected through in-depth interviews with the marketing team, as well as an analysis of previously published video content to serve as evaluation material and to strengthen the findings. The results of the strategic design indicate that an effective approach is built upon three main pillars a deep understanding of prospective student personalities, the development of narrative storylines that reflect the institution’s identity and unique values, and the consistent distribution of content across various digital platforms. The storytelling approach focuses on crafting narratives that showcase authentic student and alumni experiences, inspirational stories from lecturers, and the university’s contributions to society through research and community service activities. Such narrative-driven content has proven to be more capable of creating emotional engagement compared to promotional content that is purely informative and formal. The comprehensive implementation of this strategy is expected to increase top-of-mind awareness and strengthen prospective students’ preferences toward the institution. This study provides practical contributions for higher education institutions in developing more effective digital communication strategies that are aligned with the needs of modern, digitally oriented audiences.

Referensi

F. Rahmadhani, A. Gumilar, and A. Rauf, “Storytelling marketing strategy of tiktok in creating brand awareness at the@ icgalbrand online store,” International Social Sciences and Humanities, vol. 2, no. 3, pp. 951–959, 2023.

N. Ulita, O. P. M. Daeli, and A. Khan, “Implementasi creativepreneurship berbasis multidisiplin dalam pengabdian masyarakat untuk peningkatan kesejahteraan sosial,” 2024.

R. A. Sunarjo, H. Baedowi, U. Rahardja, M. G. Ilham, and J. Parker, “Digitalization of business and marketing strategies to increase brand awareness in the 4.0 era: Strategi digitalisasi bisnis dan pemasaran untuk meningkatkan brand awareness di era 4.0,” ADI Bisnis Digital Interdisiplin Jurnal, vol. 6, no. 1, pp. 55–65, 2025.

O. M. Alkhasoneh, H. Jamaludin, A. R. i. Bin Zahar, and M. A. Al-Sharafi, “Drivers of social media use among smes and its impact on brand awareness and customer engagement,” Asia-Pacific Journal of Business Administration, vol. 17, no. 3, pp. 595–615, 2025.

A. G. Privitera, F. Fontana, and M. Geronazzo, “The role of audio in immersive storytelling: a systematic review in cultural heritage,” Multimedia Tools and Applications, vol. 84, no. 16, pp. 16 105–16 143, 2025.

E. Kaptan and R. Cakir, “The effect of digital storytelling on digital literacy, 21st century skills and achievement,” Education and Information Technologies, vol. 30, no. 8, pp. 11 047–11 071, 2025.

S. Lestari and E. T. Persada, “Peran pendidikan sosial dan kreativitas digital dalam pemberdayaan masyarakat era digital,” ADI Pengabdian Kepada Masyarakat, vol. 5, no. 1, pp. 27–32, 2024.

D. B. Ross, “Digital storytelling: Ordinary voices, extraordinary stories,” Ph.D. dissertation, Appalachian State University, 2025.

S. P. Rohmawati and M. A. Ahmadi, “Analisis pengaruh influencer marketing terhadap brand awareness dan purchase decision pada produk the originote,” PENG: Jurnal Ekonomi dan Manajemen, vol. 2, no. 1, pp. 1001–1013, 2025.

S. T. Amanda, K. B. Aliano, W. A. Arifin et al., “Analisis komparatif svm dan k-means dalam data mining untuk promosi perguruan tinggi,” JRIS: Jurnal Rekayasa Informasi Swadharma, vol. 5, no. 2, pp. 87–94, 2025.

L. Novrianto and J. Ismail, “Pemanfaatan analitik digital dalam strategi komunikasi pemasaran berbasis data untuk meningkatkan brand awareness universitas di era digital,” Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara, vol. 2, no. 1, pp. 182–193, 2025.

Y. I. M. Awaluddin, B. M. Purwaamijaya, and A. Hermawan, “Strategi promosi dalam meningkatkan brand awareness melalui media sosial instagram@ digitalbusiness. upi,” Jurnal Inovasi Keuangan dan Manajemen, vol. 6, no. 2, 2025.

N. Aida, S. Kantun et al., “Analisis pengendalian persediaan bahan baku kedelai menggunakan metode eoq pada pabrik tahu di kabupaten jember,” ADI Bisnis Digital Interdisiplin Jurnal, vol. 4, no. 1, pp. 9–16, 2023.

E. Nugraha, R. Septiandi, A. Josi, and S. Andriyanto, “Pemanfaatan augmented reality sebagai media promosi kampus politeknik manufaktur negeri bangka belitung,” Jurnal Teknologi Informasi: Jurnal Keilmuan dan Aplikasi Bidang Teknik Informatika, vol. 19, no. 2, pp. 10–21, 2025.

T. Kuraesin, F. K. Fatkhullah et al., “Perencanaan strategis dalam upaya peningkatan mutu lulusan di sman 1 purwakarta,” Risˆalah Jurnal Pendidikan dan Studi Islam, vol. 11, no. 2, pp. 774–786, 2025.

E. Pasaribu et al., “Strategi content marketing dalam meningkatkan engagement dan brand awareness sekolah tinggi ilmu ekonomi mars,” Jurnal Akuntansi dan Manajemen, vol. 1, no. 1, pp. 21–30, 2025.

I. B. Setiawati and J. Ismail, “Pemanfaatan digital marketing dalam membangun brand awareness institusi pendidikan tinggi,” Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara, vol. 2, no. 1, pp. 167–181, 2025.

F. Subkhan and F. Barrygian, “Pengaruh brand awareness, brand image, dan brand personality terhadap keputusan pembelian layanan hiburan digital subscription video on demand (svod),” Jurnal Administrasi Bisnis, vol. 13, no. 1, pp. 72–83, 2024.

D. Kusumawati, L. I. Azka, R. Firdaus, R. Avianto, and A. D. Abimanyu, “Penggunaan internet untuk menyalurkan pemberitahuan tentang perusahaan,” ADI Bisnis Digital Interdisiplin Jurnal, vol. 4, no. 2, pp. 99–102, 2023.

R. Sahabuddin, A. Azhari, A. Saputra, R. Almur, A. Adawya, and N. A. Af-Daliyah, “Analisis pengaruh brand awareness dan promosi digital terhadap keputusan pembelian dengan harga sebagai pengaruh modernisasi pada mahasiswa gen-z di universitas negeri makassar,” Jurnal Rumpun Manajemen dan Ekonomi, vol. 2, no. 3, pp. 388–398, 2025.

B. P. Nugroho, F. Matatula et al., “Pengembangan media promosi kampus berbasis animasi 3 dimensi (studi kasus: Stmik palangkaraya): Development of 3d animation-based campus promotional media: A case study of stmik palangkaraya,” Jurnal Sains Komputer dan Teknologi Informasi, vol. 8, no. 1, pp. 13–20, 2025.

O. G. A. Anthony and V. M. Setianingrum, “Efektivitas instagram sebagai media promosi dan branding terhadap keputusan mahasiswa dalam memilih kampus swasta,” The Commercium, vol. 10, no. 1, pp. 60–69, 2026.

T. SISWONO, “Instagram sebagai media promosi desa wisata janti park klaten dalam meningkatkan minat kunjungan wisatawan tahun 2023,” Ph.D. dissertation, Universitas Muhammadiyah Yogyakarta, 2025.

R. Septiowati, “Analysis of the application information technology on employee work productivity pt rajendra kesatria perkasa depok,” International Journal of Cyber and IT Service Management (IJCITSM), vol. 6, no. 1, pp. 1–9, 2026.

S. N. Rafif, “Pembuatan konten kreatif media sosial untuk meningkatkan engagement rate pada instagram@ pricebook id,” Ph.D. dissertation, Politeknik Negeri Media Kreatif, 2025.

N. D. Samosir, A. Hidayat et al., “Design and development of motion graphic promotional video content to elevate brand exposure and customer engagement on the instagram platform@ senji id,” Economic: Journal Economic and Business, vol. 4, no. 2, pp. 106–116, 2025.

B. A. A. Wibowo and M. C. P. A. Islami, “Optimizing organic digital marketing strategy for social media instagram arirang with the engagement rate and followers growth method: Optimalisasi strategi pemasaran digital organik terhadap sosial media instagram arirang dengan metode engagement rate dan followers growth,” JATI EMAS (Jurnal Aplikasi Teknik dan Pengabdian Masyarakat), vol. 9, no. 1, pp. 183–188, 2025.

S. Rana, M. P. Yadav, and N. Sinha, “Crafting narratives to influence consumers: a systematic review of storytelling marketing,” Asia-Pacific Journal of Business Administration, 2025.

E. J. A. H. Nasution, “Digital governance model for zakat based on mui fatwas in indonesia,” International Journal of Cyber and IT Service Management (IJCITSM), vol. 5, no. 2, pp. 223–234, 2025.

T.-B. Phung, D. V. P. Nguyen, and V. P. T. Tran, “Storytelling on social media: forging the path to tourism destination branding,” Cogent Business & Management, vol. 12, no. 1, p. 2482016, 2025.

J. Chang, “The mediating role of brand image in the relationship between storytelling marketing and purchase intention: case study of px mart,” Future Business Journal, vol. 11, no. 1, p. 23, 2025.

S. E. Wibowo, A. Aksenta, and S. Hartanto, “The strategic role of brand storytelling in enhancing marketing management and brand awareness on social media platforms,” Jurnal Multidisiplin Sahombu, vol. 4, no. 02, pp. 343–348, 2024.

J. Kaur, S. Saini, A. Behl, and A. Poonia, “Impact of digital storytelling on improving brand image among consumers,” Journal of Promotion Management, vol. 30, no. 8, pp. 1348–1376, 2024.

A. I. Zulkarnain, N. A. Achsani, M. Siregar, and I. S. Beik, “Enhancing accountability in hajj fund governance through regulatory impact analysis and value chain model,” International Journal of Cyber and IT Service Management (IJCITSM), vol. 5, no. 2, pp. 198–213, 2025.

E. E. Djajasasana and J. R. K. Bokau, “Utilization of micro influencers and engagement in social media to gain cadet candidates,” ADI Journal on Recent Innovation, vol. 6, no. 1, pp. 1–7, 2024.

N. Artiari, E. Nurmawati, T. Sugiyarto et al., “The impact of engagement rate on the number of domestic tourist trips: A case study of digital marketing through instagram in super priority destination, likupang,” Jurnal Kepariwisataan Indonesia: Jurnal Penelitian dan Pengembangan Kepariwisataan Indonesia, vol. 19, no. 1, pp. 51–66, 2025.

S. S. M. Ismail and O. A. Hilal, “Behaving green.. who takes the lead? the role of responsible leadership, psychological ownership, and green moral identity in motivating employees green behaviors,” Global Business and Organizational Excellence, vol. 42, no. 4, pp. 11–29, 2023.

K. A. Arini and N. Wibisono, “Perancangan video promosi sebagai upaya untuk meningkatkan brand awareness romantic garden pinus di instagram,” in Prosiding Industrial Research Workshop and National Seminar, vol. 13, no. 01, 2022, pp. 972–976.

M. Faisal, M. Rasool, S. Khubaib, and I. I. Ali, “Leveraging social media for brand visibility and customer engagement,” 2025.

N. J. Isibor, V. Attipoe, I. Oyeyipo, D. C. Ayodeji, B. Apiyo, E. Alonge, and O. Onwuzulike, “Analyzing successful content marketing strategies that enhance online engagement and sales for digital brands,”International Journal of Advanced Multidisciplinary Research and Studies, vol. 5, no. 2, pp. 842–851, 2025.

S. Mendoza, “Enhancing sales, brand awareness, and engagement for a video-on-demand learning platform,” Ph.D. dissertation, CALIFORNIA STATE UNIVERSITY, NORTHRIDGE, 2025.

M. Afif, T. Mariyanti, N. Septiani, and E. Dolan, “Factor affecting employee motivation to increase performance of sharia bank in indonesia on islamic perspective,” APTISI Transactions on Management (ATM), vol. 7, no. 2, pp. 131–142, 2023.

S. Sugiono and I. Irwansyah, “Vlog sebagai media storytelling digital bagi tokoh publik pemerintahan,”Jurnal Studi Komunikasi dan Media, vol. 23, no. 2, pp. 115–134, 2019. [Online]. Available: https://jkd.komdigi.go.id/index.php/jskm/article/view/2101/

M. A. Yaqin and R. N. Aini, “How social media drives brand awareness in educational institutions: Evidence from madrasah marketing strategies,” Journal of Educational Management Research, vol. 4, no. 1, pp. 42–54, 2025.

R. KUSUMA, “Perancangan konten video promosi quickvite untuk media sosial,” Ph.D. dissertation, Universitas Mercu Buana Jakarta, 2025.

Y. S. S. Suyati, “Perancangan video promosi sanggar tari tradisional ayodya pala dalam upaya meningkatkan brand awareness,” Ph.D. dissertation, Universitas Mercu Buana Bekasi, 2022.