WHATSAPP STORY GUIDANCE AND UTILIZATION THROUGH SWOT ANALYSIS OF HERBY PRODUCTS

Abstract

The use of social media in digital marketing has become increasingly important for SMEs, one of which is through the WhatsApp Story feature that is widely popular among the community. This community service activity aims to assist PT Unggul Herbal Atsiri, producer of HERBY (Herbal for Baby), in using WhatsApp Story as a digital marketing medium. The method consisted of training on content creation, mentoring on distribution strategies, and evaluation using SWOT analysis. The results showed that the main strengths lie in design consistency, content variety, and relevance to the target audience. Weaknesses include the short lifespan of content and limited analytics features. Opportunities arise from the high adoption of WhatsApp among young mothers and the flexibility of cross-platform content distribution, while threats come from similar competing brands and dependence on the platform. This activity provided a tangible contribution to the partner in enhancing its digital marketing capacity and served as a means for students to apply their knowledge. Therefore, WhatsApp Story can be considered an effective strategy to strengthen the competitiveness of herbal SMEs in the digital era.