Authentic Storytelling Videos Increase Farmer Product Sales on Social Media

DOI

10.2991/978-2-38476-589-8_26How to use a DOI?

Keywords

Social media marketing; Video storytelling; Farmer product sales; Agribusiness promotion; Digital marketing strategy

Abstract

General Background: The rapid development of digital technology has transformed product marketing, with social media becoming a primary commercial channel and video content widely used to build engagement, trust, and purchasing decisions. Specific Background: In Indonesia, increasing internet penetration creates opportunities for small and medium enterprises, including agribusiness communities such as KWT Donan in Cilacap, which still face conventional marketing challenges. Knowledge Gap: Although social media video content is considered a strategic solution for expanding market reach and strengthening local product branding, its role in increasing sales for farmer community products has not been deeply analyzed. Aims: This study aims to analyze the use of promotional video content on social media as a key strategy to increase sales of products produced by the Donan Cilacap Farmers’ Community Group (KWT). Results: Using a qualitative case study design, data were collected through in-depth interviews with key informants, participatory observation, and analysis of promotional video documentation. The findings show that promotional video content is highly successful in increasing KWT Donan product sales by raising brand awareness, expanding market reach, and building consumer trust through authentic storytelling. The most successful content characteristics include storytelling videos about farmers and products, highlighting production processes and local added value, with durations of 45 s to 2 min, delivered in informal and narrative styles using local language and authentic visuals. Implementation barriers include limited production resources, low digital literacy among members, lack of in-depth evaluation of social media insights, and inconsistency in video production and uploading. Novelty: This study identifies specific video content and delivery characteristics associated with stronger sales outcomes in a farmer community context. Implications: The findings provide a practical reference for farmer groups and local agribusiness communities to optimize social media video strategies while addressing operational and digital capability constraints.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Kundori Kundori
AU  - Edi Giantoro
AU  - Joehananto Joehananto
AU  - Heriyanto Heriyanto
AU  - Ari Mintarti
AU  - Nadialila Josepika
PY  - 2026
DA  - 2026/06/18
TI  - Authentic Storytelling Videos Increase Farmer Product Sales on Social Media
BT  - Proceedings of the 1st International Conference on Communication and Digital Multimedia 2025 (ICCDM 2025)
PB  - Atlantis Press
SP  - 320
EP  - 330
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-589-8_26
DO  - 10.2991/978-2-38476-589-8_26
ID  - Kundori2026
ER  -