FARHAN, MUHAMAD ANGGI (2026) PERANCANGAN MOTION GRAPHIC UNTUK MEDIA SOSIAL "JOHAN GARAGE" SEBAGAI UPAYA MENINGKATKAN DAYA TARIK VISUAL DAN ENGAGEMENT PENONTON DI INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of social media, particularly Instagram, has created significant opportunities for businesses to build their brand image and reach a wider audience through short-form video content such as Reels. However, Johan Garage—a motorcycle workshop specializing in bore up, engine modification, and both minor and major repair services—has been facing a decline in the number of views and user engagement on its Instagram Reels content. One of the main contributing factors is the lack of visually engaging elements in the opening section of the videos (hook), causing viewers to skip the content before the intended message is delivered. This design project aims to create a motion graphic concept that enhances visual appeal and audience engagement for Johan Garage’s Reels content. The evaluation was conducted through direct testing with the target audience to measure their responses and the effectiveness of message delivery. The final output consists of a series of Reels videos featuring added motion elements such as 3D hologram effects, kinetic text animation, and dynamic transitions. Testing with the audience indicated an improvement in viewer retention and visual interaction compared to the previous content. Therefore, this motion graphic design is expected to serve as an effective visual strategy to improve Johan Garage’s social media performance while also providing a reference for digital content design in the automotive industry. Keywords: motion graphic, social media, video reels, engagement, Johan Garage Perkembangan media sosial, khususnya Instagram, telah menciptakan peluang besar bagi pelaku usaha untuk membangun citra dan menjangkau audiens secara lebih luas melalui konten video pendek seperti Reels. Namun, permasalahan yang dihadapi Johan Garage sebuah bengkel sepeda motor spesialis bore up, modifikasi mesin, dan layanan servis ringan maupun berat adalah menurunnya jumlah penayangan dan interaksi pada konten video Reels di media sosial. Salah satu faktor penyebabnya adalah kurangnya elemen visual yang menarik pada bagian awal video (hook), sehingga penonton cenderung melewati konten sebelum pesan tersampaikan. Perancangan ini bertujuan untuk menciptakan konsep motion graphic yang mampu meningkatkan daya tarik visual dan engagement penonton terhadap konten Reels Johan Garage. Evaluasi dilakukan melalui uji coba langsung dengan audiens sasaran untuk mengukur respons serta efektivitas penyampaian pesan. Hasil dari perancangan ini berupa serangkaian video Reels dengan penambahan elemen motion seperti efek hologram 3D, animasi teks kinetik, dan transisi dinamis. Uji coba terhadap audiens menunjukkan adanya peningkatan viewer retention dan interaksi visual dibandingkan dengan konten sebelumnya. Dengan demikian, perancangan motion graphic ini diharapkan dapat menjadi strategi visual yang efektif dalam meningkatkan performa konten media sosial Johan Garage sekaligus menjadi referensi bagi perancangan konten digital di bidang otomotif. Kata kunci: motion graphic, media sosial, video reels, engagement, Johan Garage
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