In the era of digitalization and Industry 4.0, social media has evolved beyond interaction and expression, becoming an effective transactional platform. With various features like Meta Business Suite, TikTok Ads, and Google Ads, social media now serves as a powerful tool for promoting products or services and establishing personal branding.

According to Telkom, Indonesia has the largest social media user base in Southeast Asia, surpassing even the United States. WhatsApp leads with 90.9% of users, while TikTok reached 157.6 million users in Indonesia as of July 2024. This offers companies significant opportunities to leverage social media in campaigns aimed at enhancing public communication and promotion.

An essential component in social media strategy is the Call to Action (CTA). A CTA directs the audience to specific actions aligned with a company’s goals, such as visiting a website or signing up. Common CTA examples include "learn more," "read more," or "follow us." CTAs, when combined with engaging visuals or persuasive text, can effectively trigger audience curiosity and interest.

Benefits of CTA in Social Media Campaigns:

• Clarifying Audience Goals: A CTA directs audience attention to desired actions, increasing chances for participation and interaction.

• Enhancing Engagement: An attractive CTA can boost engagement, thus improving content visibility, as social media algorithms often prioritize content with high interaction.

• Optimizing Conversion: CTAs like "Sign Up Now" or "Try for Free" prompt the audience to act quickly, increasing conversion rates.

• Expanding Reach and Brand Awareness: CTAs that encourage sharing or following help extend reach, raising brand visibility and awareness.

• Gathering Data for Retargeting: CTAs that invite data collection, such as "Get Special Offers," allow user information to be gathered for retargeting, supporting long-term audience relationships.

Proper use of CTAs enhances customer ability to understand their needs for offered services. With more accessible information on social media, customer decision-making becomes more focused.

In meeting market needs, mastery of content creation and content management is crucial. As an institution committed to knowledge and technology, Universitas Dian Nusantara fosters student creativity and entrepreneurial spirit through innovation opportunities. One of UNDIRA’s programs, Management Studies, equips students with the skills to manage businesses efficiently and innovatively—crucial abilities for navigating the rapid technological advancements in today’s world. With education at UNDIRA, students are prepared to compete confidently and stay current in Industry 4.0 and globalized environments.