STRATEGI KONTEN LINTAS PLATFORM INSTAGRAM DAN TIKTOK RUMAH PENDIDIKAN KEMENDIKDASMEN

Abstract

This study analyzes the digital communication strategy of the Data and Information Technology Center (Pusdatin) of Kemendikdasmen in disseminating education information through the Instagram and TikTok accounts of Rumah Pendidikan. Using a mixed-methods approach, the study evaluates 161 pieces of content published from January to May 2026 through quantitative content analysis, participant observation, and in-depth interviews with two key informants. Findings reveal a significant publication volume disparity (128 posts on Instagram; 33 on TikTok), accompanied by a mirroring practice dominance of 90.9% on TikTok. Although mirroring provides operational efficiency, three native contents produced specifically for TikTok recorded an average reach of 588 views—an indicatively higher figure compared to mirrored content, though the sample size remains too small for statistical generalization. Operational challenges including layered content approval workflows and hybrid team coordination constraints were addressed through a faceless content format. This study recommends a gradual transition from mirroring toward native production based on platform affordances, accompanied by standardized vertical content templates approved in principle from the outset.