Karsa Pictura Wedding Videographer Branding Strategy Through Behind-The-Scene Content on Social Media in 2022

A company needs a branding strategy to be able to market products, both goods and services, to potential customers. One of the branding strategies used is the use of social media to create a social brand image in order to highlight the characteristics, identity and values of a company. The creative industry sector has such a strategy, one of which is a wedding videographer from Purwokerto, namely Karsa Pictura, who relies on behind-the-scenes content to show the creative process when doing his work. This research aims to analyze how the behind-the-scene content strategy produced by Karsa Pictura Wedding Videographers improves their social brand image on social media. This research uses a qualitative descriptive approach with branding theory analysis from Schultz and Barnes. The results of this research are that Karsa Pictura uses a branding strategy through social media, especially Instagram. This social media has features that maximize behind-the-scene content from Karsa Pictura. It is hoped that the emotional side of potential customers will be touched after seeing Karsa Pictura provide the best results in their work. So the company's credibility is established. This is proven by the increase in the number of customers, reaching 61 job weddings in 2022. In accordance with the branding theory of Schultz and Barnes, Karsa Pictura succeeded in conveying a message clearly, gaining credibility, touching the target's
personal side, creating motivation to use the company's services, and inviting customers.