Strategi Pesan Persuasif di Media Sosial Instagram @somethincofficial

Social media is a tool used for various activities, including supporting business and marketing. Small and medium industries tend to choose to use Instagram to communicate with young and productive consumers, the majority of whom are similar to the characteristics of these social media users. SOMETHINC is a local skincare and beauty brand made in Indonesia that actively uses Instagram to interact with its consumers. This study aims to analyze social media persuasion messages on Instagram @somethincofficial. In analyzing persuasive messages, the author uses two lines of persuasion, namely the central and peripheral lines. The central channel is a pathway that encourages changes in individual behavior after going through a process of careful and wise consideration of the benefits of the information provided as an advocacy effort. Meanwhile, the peripheral pathway explains that behavior change occurs without careful consideration of the benefits of the information conveyed and is more influenced by some exciting signs, cues, or sources in persuasion efforts to encourage behavior change. This research method uses the content analysis method with the primary data source in the form of documentation of the Instagram account @somethincofficial. The result is known that the type of persuasive message on Instagram @somethincofficial uses both central and peripheral channels continuously. This study concludes that on the Instagram account @somethincofficial, the type of persuasive message that is more dominantly used is an informative message in line with the central route.