Social Campaign Message about Energy Saving in Indonesia in YouTube

This study describes the contents of energy-saving campaigns on social media platforms, especially YouTube. The background of this study is that energy conservation is one of the solutions in overcoming the problem of limited energy in addition to developing new and renewable energy. Community participation, especially millennials, is needed to overcome energy problems in Indonesia. With new media, the public can become objects and become subjects in energy-saving campaigns. In this study, the YouTube platform was chosen as a medium that can be used for energy-saving campaigns. YouTube that presents audiovisual information and allows for more open social interaction. Theories in this study are Social Cognitive Theory, Computer-Mediated Communication, and Social Marketing. This study uses a qualitative descriptive approach. The conclusion of this research is the narration campaign of energy-saving tends to save electricity. Found out that the viewer and subscriber are not much. Animation has become the choice of this energy-saving campaign in this research. The top-down social marketing approach for instrument changes has similarities with modernization, and the theory of innovation diffusion does not fit into the concept of mass self-communication.