Creative Content Strategies of YouTube Vlogs in Yogyakarta (A Case Study of The Gedang Goreng 81 YouTube Channel)

Abstract

The development of social media, as part of new media, has transformed how the public represents and communicates social issues in the digital sphere. Along with the rapid growth of YouTube as an audio-visual platform, content creators are required to implement creative strategies to compete amid the high volume of content production. This study aims to describe and analyze the strategies and creative processes used by the YouTube account Gedang Goreng 81 in delivering social messages related to the issue of juvenile delinquency and efforts to prevent juvenile violence in Yogyakarta. This study employs a descriptive qualitative approach, utilizing a case study method that involves in-depth interviews, observation, and documentation. The results of the study show that the creative strategy includes planning content ideas, a production process that emphasizes spontaneity and local social realities, and consistent uploading of content relevant to the lives of teenagers in Yogyakarta. This strategy is supported by the utilization of YouTube’s interactive features, which allow audience engagement. Through this creative process, the content produced not only attracts viewers’ attention but also consistently attracts an audience, enabling it to represent the issue of juvenile delinquency in a contextual way. Furthermore, the content serves as a medium of social education for the community, while strengthening YouTube’s role as an informative communication platform that raises public awareness.