ANALYSIS OF THE EFFECTIVENESS OF VISUAL STORYTELLING AND LOCAL WISDOM-BASED COPYWRITING ON SHORT-FORM VIDEO CONTENT: A CASE STUDY OF MAGIC COFFEE MSME JAYAPURA
DOI:
https://doi.org/10.62710/3jtbj305Keywords:
Digital Marketing; Visual Storytelling; Copywriting; Local Wisdom; Engagement Rate; Magic Coffee Jayapura.Abstract
Penetration of short-form video platforms like TikTok and Instagram Reels demands culinary MSMEs in Jayapura to adopt authentic, culturally relevant digital marketing. This study analyzes the effectiveness of combining Visual Storytelling and local wisdom-based Copywriting in enhancing brand engagement and physical store visits for Magic Coffee Jayapura. Using a Netnographic qualitative approach with a 7-day post-launch observation window (September 8–15, 2026), quantitative metrics were extracted from TikTok Studio and Instagram Reel Insights, integrated with video narrative transcripts and in-depth owner interviews. Results show that a 3-second Dual-Hook Strategy (Sensory Visual Hook of cooking fried rice and Geo-Targeting Audio Hook 'DI SENTANI') effectively prevented scrolling, yielding average watch times of 15.7s on TikTok and 13.0s on Reels. Inclusive local dialect ('tong makan yuk') and interactive Call-to-Action ('tag kam pu teman di kolom komen') achieved an Engagement Rate (ER) of 8.56% on TikTok and 5.37% on Reels, reaching over 86% non-followers across both platforms. Qualitative evidence confirms this digital virality directly triggered a surge in physical visits, overloading store capacity. Culturally grounded video marketing paired with local media collaboration proves highly effective for MSME competitiveness.
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Copyright (c) 2026 El Shaddai Sandhy Pustap, Elvis Pawan, Indra Eka Wardana Toii (Author)
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