Social Media Content Production Training for Umbrella Craftsmen Tanjung Village

Abstract

The painted umbrella craft (payung lukis) of Tanjung Village, Juwiring District, Klaten Regency is a cultural heritage that has developed since the 1960s and serves as the primary identity of the local community. However, this great potential has not been optimally utilized, particularly in terms of digital promotion. Limited community knowledge about social media usage and the absence of human resources to manage Tanjung Village’s digital accounts are the main obstacles in attracting tourist visits. Additionally, the younger generation’s declining interest in preserving the umbrella craft threatens the continuity of this tradition. In response to these challenges, this community service activity was designed to enhance the digital capacity of Tanjung Village through social media content production training. The implementation methods included field observation, workshop material preparation, and the execution of the PAYUNG GEMAS Workshop (Training for Active Young Generation in Social Media), covering topics such as digital marketing, basic photography and videography techniques, graphic design, and video editing. The workshop was held on September 7, 2025, at the Tanjung Village Office and was attended by approximately 20 participants from the local youth community. Evaluation through pre-test and post-test showed a significant improvement in participants’ understanding, with the average score rising from 83.33 to 92.78. Score distribution became more uniform and the number of low-scoring participants decreased noticeably. This proves that a training method combining material presentation and hands-on practice is effective in enhancing participants’ understanding of digital marketing concepts.