CERITA DI BALIK PRODUK: PELATIHAN STORYTELLING DIGITAL MARKETING BAGI UMKM KLATEN

Abstract

ABSTRAK

Digitalisasi pemasaran menuntut pelaku UMKM untuk tidak hanya hadir secara daring, tetapi juga mampu mengomunikasikan nilai produknya secara autentik dan menarik di tengah persaingan pasar digital yang semakin padat. Sebagian besar pelaku UMKM di Kebondalem Lor, Klaten, masih menggunakan pendekatan promosi konvensional yang berfokus pada informasi produk semata tanpa unsur narasi, sehingga kurang mampu membangun keterikatan emosional dengan konsumen. Kegiatan pengabdian ini bertujuan meningkatkan kapasitas pelaku UMKM dalam memproduksi konten pemasaran digital berbasis teknik storytelling yang autentik dan aplikatif. Metode pelaksanaan menggabungkan pelatihan partisipatif berupa ceramah, demonstrasi, dan praktik langsung, mencakup teknik fotografi produk menggunakan smartphone serta penyusunan narasi storytelling, yang diikuti oleh dua puluh peserta dari beragam sektor usaha, meliputi laundry, warung makan, dan jajanan pasar, bertempat di Kantor Kelurahan Kebondalem Lor. Hasil kegiatan menunjukkan peningkatan keterampilan visual dan naratif peserta, ditandai dengan 95% UMKM yang berhasil mengunggah konten menggunakan narasi ke status WhatsApp dan 15% UMKM ke TikTok, serta kemampuan peserta menemukan diferensiasi narasi produk masing-masing. Kegiatan ini turut memunculkan kebutuhan pendampingan lanjutan, seperti sertifikasi halal dan optimalisasi profil Google Maps. Temuan ini menegaskan bahwa pendekatan pelatihan yang memadukan keterampilan visual dan naratif secara terintegrasi efektif mendorong produksi konten pemasaran digital UMKM secara mandiri dan berkelanjutan.

Kata kunci: Storytelling; Digital marketing; UMKM; Fotografi produk; Pemberdayaan masyarakat.

ABSTRACT

Digitalization of marketing requires MSME actors not only to be present online but also to communicate the value of their products authentically and attractively amid increasingly dense digital market competition. Most MSME actors in Kebondalem Lor, Klaten, still use conventional promotional approaches that focus solely on product information without narrative elements, so they are less able to build emotional attachment with consumers. This service activity aims to increase MSME actors' capacity to produce digital marketing content using authentic, applicable storytelling techniques. The implementation method combines participatory training in the form of lectures, demonstrations, and hands-on practice, including product photography techniques using smartphones and the preparation of storytelling narratives, which was attended by twenty participants from various business sectors, including laundry, food stalls, and market snacks, located at the Kebondalem Lor Village Office. The results of the activity showed an improvement in the visual and narrative skills of the participants, with 95% of MSMEs successfully uploading narrative content to WhatsApp status and 15% to TikTok, as well as participants' ability to differentiate their respective product narratives. This activity also raised the need for follow-up assistance, such as halal certification and optimization of Google Maps profiles. These findings confirm that a training approach that integrates visual and narrative skills effectively encourages the independent, sustainable production of MSME digital marketing content.

Keywords: Storytelling; Digital marketing; MSMEs; Product photography; Community empowerment.