Enhancing Community-Based Digital Promotion for Suban Lesung Tourism through Instagram Content Optimization

Peningkatan Promosi Digital Berbasis Komunitas untuk Pariwisata Suban Lesung melalui Optimalisasi Konten Instagram

Abstrak

This community service program aimed to enhance community-based digital promotion capabilities for the tourism managers of Suban Lesung, located in Talang Ulu Subdistrict, Curup Timur, Rejang Lebong Regency. Initial observations and pre-test results revealed that participants had a limited understanding of digital promotion strategies, particularly in using Instagram. To address this, a structured training and mentoring program was implemented, covering Instagram Business features, visual content creation, content scheduling, and the use of Instagram Ads. The outcomes showed a significant improvement in the performance of the @subanlesung account, including a 36.27% increase in followers, broader audience reach, and higher engagement especially among productive-age female users from Curup and Bengkulu. This initiative demonstrates that effective social media optimization can enhance the image and appeal of local tourism destinations while empowering communities to actively engage in sustainable tourism promotion.