Copywriting Technique and Digital Content Design Training Using Canva for Students of SMA PGRI Pekanbaru to Improve Digital Literacy and Creativity

Abstract

This community service activity aims to improve the understanding of SMA PGRI Pekanbaru students in content publication management on social media platforms for digital entrepreneurship purposes. The training focused on three main aspects: (1) content planning, (2) social media algorithm optimization techniques, and (3) content performance analysis. The implementation method included an 8-hour interactive workshop attended by 50 selected students.

Evaluation using a combination of questionnaires and quizzes showed significant results: participants' understanding of content management increased by 82.5%. In detail, there were improvements in: Ability to create a content publication schedule (from 25% to 89%), Understanding of strategic hashtag usage (from 18% to 76%), and Ability to analyze content insights (from 12% to 68%). Hands-on practice using case studies showed 73% of participants were able to create a content calendar for the week ahead, while 65% were able to identify the best time to post based on audience analysis. Participatory observation revealed that the learning by doing approach through a dummy business account management simulation was effective in increasing student engagement. The main obstacles encountered were limited internet infrastructure in schools and variations in participants' initial digital literacy levels. The solution provided was an independent module and the division of learning groups based on ability levels. This activity recommends the importance of integrating social media content management materials into the school entrepreneurship curriculum, with an emphasis on continuous practice and periodic evaluation.