KONSEP 4C CHRIS HEUER DALAM PENGELOLAAN KONTEN KLIP FILM DAN SERIES PADA INSTAGRAM @VIDIODOTCOM

Abstract

The development of the Over-The-Top (OTT) industry demands adaptive social media promotional strategies. This study aims to analyze the management strategy and creative considerations in selecting film and series clip content on the Instagram account @vidiodotcom using Chris Heuer’s 4C model. The research method employs a descriptive qualitative approach, with data collected through direct observation of the content management process and in-depth interviews with the Head of Social Media and Vidio's Social Media Lead. The results indicate that the application of the 4C concept effectively stimulates organic viewing interest through a soft-selling approach. The context element is implemented through a six-second rule and emotion-based scene curation. The communication element is evaluated using a weighted engagement matrix that prioritizes the number of shares. Content licensing constraints are countered within the collaboration element through a trendjacking strategy. Finally, the connection element proves that the content functions at the top of the funnel, which is capable of converting social media engagement into increased subscriptions on the Vidio application. This short-clip format is proven to optimally build emotional connections that drive tangible audience action.