Digital Promotion of Petengoran Mangrove Ecotourism via TikTok and Instagram

Abstract

Purpose: This study evaluates the effectiveness of a digital promotion campaign for Petengoran Mangrove Ecotourism in Gebang Village using TikTok and Instagram platforms.

Methodology: A qualitative descriptive approach was applied through field observation, coordination with site managers, content production using smartphones and CapCut, and analysis of TikTok Analytics and Instagram Insights data.

Results: Ten content pieces were published across both platforms. The best-performing TikTok video reached 367,000 views, 11,000 likes, 621 comments, 5,436 shares, and 1,366 saves, with 234,300 accounts reached and 81% new viewers. The TikTok account gained 170 followers (total 682), while Instagram reached 3,900 impressions and 21 new followers,
with 92% non-follower reach, indicating strong exposure and engagement.

Conclusions: TikTok and Instagram are highly effective tools for promoting rural ecotourism, generating significant visibility and audience engagement. The campaign successfully enhanced digital awareness of Petengoran Mangrove and accounts were transferred to local managers for
continued promotion.

Limitations: The study is limited to a single site and shortterm analytics and does not measure the direct impact of social media exposure on actual tourist visits.

Contribution: This research provides empirical evidence of short-video social media effectiveness in promoting coastal ecotourism and contributes to the literature on digital marketing strategies for community-based tourism development in rural Indonesia.