Analisis Penggunaan Konten Visual di Media Sosial untuk Membangun Brand Awareness: Tinjauan Literatur Sistematis

Abstract

Visual content on social media is intended for marketing goods and services in the advertising world. This study aims to analyze how visual content increases brand awareness through social media. Using a systematic literature review approach and method, published research from the past five years was reviewed to identify the most effective visual elements in attracting attention and building brand recall. Results from various previous studies explain that visual content such as images, illustrations, infographics, and videos have a higher ability to drive audience engagement than text-based content. Starting from Instagram and Facebook as major social media platforms that have successfully inserted visual content elements for promotions, this practice has developed across various other social media platforms such as Instagram, TikTok, and so on. These findings are expected to serve as a reference for practitioners and researchers in developing strategies and further studies related to the role of visual content in social media.