Peran Content Creator dalam Menyampaikan Konten Edukasi Melalui Instagram BPBD DKI Jakarta

Abstract

This study aims to analyze the role of content creators in delivering disaster-education content through the official Instagram account @bpbddkijakarta. The study was motivated by the growing use of social media as a fast, visual, interactive, and widely accessible public communication medium, particularly for disaster information and mitigation education. This research used a descriptive qualitative approach. Data were collected through non-participant observation, in-depth semi-structured interviews, documentation, and literature review. The informants consisted of Cahya Amanah as Head of the Data and Disaster Information Processing Unit of BPBD DKI Jakarta, Kartika Aprila as an expert and Instagram account manager, and Muhammad Nurul Hilman as an Instagram content creator. Data were analyzed using the Miles and Huberman model through data reduction, data display, and conclusion verification, supported by source, technique, and time triangulation. The findings show that content creators play a strategic role as a bridge between technical disaster information and the public’s need for simple, attractive, and understandable messages. Their role covers content planning, message formulation, visual production, adaptation of social-media trends, publication, and evaluation. BPBD DKI Jakarta utilizes Feed, Stories, Reels, Live, Highlights, and other Instagram features to distribute early warnings, disaster education, and institutional information. Content effectiveness is evaluated through social-media analytics, shares, saves, comments, direct messages, and audience engagement. The main challenges include Instagram algorithm changes, lower audience interest in educational content during normal situations, the need to balance speed and accuracy, and the difficulty of converting technical disaster information into engaging content.