Penggunaan Infografis pada Akun Instagramtirtoid sebagai Strategi Cross-media

Abstract

Tirto.id uses infographics on its Instagram account "tirtoid" as an attempt to enlarge the online media market. The strategy that is called cross-media refers to diversification and integration decisions of different media platforms. This study is an inquiry of how the cross-media strategy occurs on tirtoid Instagram account using Infographic as the main feature through the case study method. The data collection techniques using interviews, observation, and literature reviews. The results showed that four reasons motivated the use of infographics on tirtoid Instagram account; segmentation of audiences, the character of the platform, the ease of production, and the character of the company. These reasons were conformed with the concept of cross-media strategy that emphasizing the appropriateness of media choices and the content presented. In the producing process of infographics, there are six stages implemented by Tirto.id. Tirtoid gives unique characteristics to its infographics based on the principles and ethics of journalism. Tirto.id uses the principles of reuse, repackaging, and recreating in the distribution and development of infographic content on Instagram, which builds agenda setting practices. This cross-media strategy of using Instagram has an impact on the increasing need for production team Human Resources (HR), brand strengthening, and opening of new marketing opportunities.