Script Writing Style Of Entertainment Video Content in Improving Instagram Engagement PT Lopokopi Digital Shankara
DOI:
https://doi.org/10.35457/translitera.v14i2.4497Keywords:
Writing Style; Three-Act Structure; Storytelling; Engagement; InstagramAbstract
Instagram has become a major platform in digital marketing strategies based on audiovisual content. This study aims to analyze the writing style of entertainment video content scripts used by PT Lopokopi Digital Shankara in increasing engagement on Instagram. The approach used is descriptive qualitative through observation, interviews, and document studies. This study uses Aristotle's Three-Act Structure theory to analyze the alignment of writing style with storytelling patterns. The results of the study show that Lopokopi's entertainment content script writing style consists of elements of a relaxed and humorous tone, slang and non-standard language diction, short sentence structure and storytelling, hyperbole, and is consistent with a narrative format in the form of hooks, storylines, and punchlines, and is supported by visual elements. This strategy is effective in building emotional engagement with the audience, especially young workers Gen Z and millennials, and increasing Lopokopi's Instagram engagement rate.
References
Anhar, Ghefira Aisy, N., & Nazwa, A. (2024). Variation Of Students’ Writing Styles And Social Influence On Meaning Changes: A Sociolinguistic Study. Jurnal Intelek Insan Cendikia, 1(9):5089-5094. https://jicnusantara.com/index.php/jiic/article/view/1420?articlesBySimilarityPage=5
Arifah, N. L., & Anggapuspa, M. L. (2023). Pengaruh Elemen Visual Pada Konten Instagram Rintik Sedu Dalam Meraih Engagement Audiens. Jurnal Desain Komunikasi Visual, 4(3):141–151. https://doi.org/https://doi.org/10.26740/jdkv.v4i3.51054
Ar’robby, M., Faradila, F., Damayanti, M. W., & Ridho, K. (2025). Pengaruh Penggunaan Instagram terhadap Perubahan Perilaku Keagamaan dan Sosial pada Generasi Z. Translitera : Jurnal Kajian Komunikasi Dan Studi Media, 14(1):8–17. https://doi.org/10.35457/translitera.v14i1.4060
Atsir, D.F. (2024). Konten Media Sosial Favorit Warga Indonesia. https://data.goodstats.id/statistic/konten-media-sosial-favorit-warga-indonesia-ON7s9
Bulqiyyah, R. M. S., Kurniawan, A. W., & Yatnosaputro, R. U. D. S. (2024). Makna Gaya Penulisan Jurnalistik Berita Feature Human Interest Di Detikjabar. Jurnal Pustaka Komunikasi, 7(2):456–467. https://doi.org/10.32509/pustakom.v7i2.4022
Djafar, C. (2020). Kajian Diksi dan Gaya Bahasa Metafora Pada Puisi Ininawa Karya Lakon Sang Kelana Modies Palopo. Jurnal Andi Djemma, 3(2):2622–8513. https://doi.org/https://doi.org/10.35914/jad.v3i2.445
Fadhilah, A.B., & Manesah, D. (2025). Analisis Penerapan Struktur Tiga Babak Teori Aristoteles Dalam Skenario Film “Key” untuk Meningkatkan Suspense. Jurnal Kajian Ilmu Seni, Media, dan Desain, 2(2):08-18. https://doi.org/10.62383/abstrak.v2i2.541
Fletcher, Angus. (2017). Screenwriting 101: Mastering the Art of Story. https://cdn.bookey.app/files/pdf/book/en/screenwriting-101.pdf
Gumilang, N.A. (2021). Diksi : Pengertian, Jenis, Fungsi, dan Ciri-cirinya. https://www.gramedia.com/literasi/pengertian-diksi/?srsltid=AfmBOoqaQDE_0Z7fx9TuQQnwv5Mn9mhcWlD6reBcm_R-6YASrzIl-BOS#google_vignette
Halawa, M. (2021). Gaya Bahasa Perbandingan Pada Novel “Jalan Pasti Berujung” Karya Benyaris Adonia Pardosi. Jurnal Pendidikan Bahasa dan Sastra Indonesia, 2(1):1-11. https://jurnal.uniraya.ac.id/index.php/Kohesi/article/view/412
Ismail, Ibnu. (2025). Mengenal 5 Fungsi Script Writing dan Cara Membuatnya. https://bliss.id/blog/marketing/script-writing/
Jayadinekat, Dimas. (2024). 3 Act Structure: Cara Menulisa Skenario Film Dengan Cerita Mengalir. https://www.kompasiana.com/dimasjayadinekat1562/676b3a58ed6415771f7bc152/3-act-structure-cara-menulis-skenario-film-dengan-cerita-mengalir?page=all&page_images=1#goog_rewarded
Khristianto, T., Hartono, B., Lusiana, V., & Saefurrohman. (2025). Maksimalisasi Potensi Pemasaran Digital UMKM Manyaran: Strategi Copywriting Dan Hook Yang Terbukti Efektif. Jurnal Pengabdian Masyarakat. 5(1):23-32. https://doi.org/https://doi.org/10.35315/intimas.v5i1.10006
Meifilina, A. (2021). Instagram Reels Sebagai Media Self Disclosure Mahasiswa (Studi Pada Mahasiswa Ilmu Komunikasi Universitas Islam Balitar Blitar). Repository Universitas Islam Balitar.https://repository.unisbablitar.ac.id/id/eprint/6/3/INSTAGRAM%20REELS%20SEBAGAI%20MEDIA%20SELF%20DISCLOSURE%20MAHASISWA.pdf
Mesra, et al. (2025). Analisis Penggunaan Majas Hiperbola dalam Tajuk Rencana Surat Kabar Kompas. Prosiding Konferensi Berbahasa Indonesia Universitas Indraprasta PGRI, 330-336. https://doi.org/10.30998/kibar.28-10-2024.8041
Perdana, Arkan. (2022). Instagram Reels: Apa Itu, Fitur-Fitur, Manfaat, dan Tips Menggunakan. https://glints.com/id/lowongan/instagram-reels-adalah/
Putri, E. P., & Rachmawati, F. (2023). Digital Content Marketing Strategies for Building Brands on MCN Accounts by PT Hoki Adi Karya. Translitera : Jurnal Kajian Komunikasi Dan Studi Media, 12(2):59–64. https://doi.org/10.35457/translitera.v12i2.2934
Putri, Y. M. (2024). Persepsi Followers Terhadap Konten Akun Instagram @pmbunisba_blitar. Translitera : Jurnal Kajian Komunikasi Dan Studi Media, 13(1):35–46. https://doi.org/10.35457/translitera.v13i1.3618
Realino, B., Kristianto, D., & Goenawan, A. O. (2021). Analisis Struktur Naratif Tiga Babak Film Story Of Kale. Jurnal Pengembangan Ilmu Komunikasi dan Sosial, 5(2):89-108. https://jurnal.uinsu.ac.id/index.php/KOMUNIKOLOGI/article/view/9610
Safarudin, R., Zulfamanna, Kustati, M., & Sepriyanti, N. (2023). Penelitian Kualitatif. Innovative: Journal Of Social Science Research, 3(2):9680–9694. https://j-innovative.org/index.php/Innovative/article/view/1536
Selawati, & Wibowo, I. (2023). Menganalisis Teknik Konten Digital Marketing Pada Aplikasi Tiktok (Studi Kasus Akun Tiktok @Devi_chot). Journal Of Social Science Research, 3(3):5188-5194. https://j-innovative.org/index.php/Innovative/article/view/2702
Susanto, G., Evelyn, R., Leo, D., Felicio, H., Harapan, U. P., & Abstract, M. (2023). Pemanfaatan Algoritma Tiktok Dan Instagram Untuk Meningkatkan Brand Awareness. Jurnal Ilmiah Wahana Pendidikan, 9(22), 483–491. https://doi.org/10.5281/zenodo.10115513
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Amirah Inas, Wahyu Budi Priatna
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Copyright on any article is retained by the author(s).
- Author grant the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License
How to Cite
.png){kind=icon}
