Setia Farm’s Creative Strategy Through a Storytelling Approach

The demand for beef in Indonesia continues to increase. In 2021 it was estimated to reach nearly 700,000 tons or the equivalent of 3.6 million head of cattle. This potential market makes the cattle market in Indonesia more crowded, especially in the digital era, which makes farmers more creative in marketing their cows. Setia Farm is a YouTube channel owned by a cattle farm with the most subscribers among other farm YouTube channels. This research aims to show how Setia Farm's creative strategy communicates cows as their commodity through storytelling. The methodology in this research is descriptive qualitative with data obtained from interviews with the owner of the blessing of Setia Farm, observations on the Setia Fam Youtube Channel and documentation of reports in online media. Spontaneity is the key to setting goals and ideas from the storytelling content of the Setia Farm Youtube channel, supported by an independent production team with their tools. This channel never lacks stock content to upload.