From Viral to Valuable: Ir. Intan Pusvitasari, .T., M.Si. Inspires UIN’s International Office to Create Meaningful Content
Cirebon, July 23, 2025 — The International Office of UIN Siber Syekh Nurjati Cirebon continues to reaffirm its commitment to strengthening digital communication with global audiences through a focused workshop titled “Building Credibility Through Meaningful Content.” Opened by the Director of International Office of UIN Siber Syekh Nurjati Cirebon, Lala Bumela Sudimantara, Ph.D., the event featured an insightful session with Ir. Intan Pusvitasari, S.T., M.Si., a renowned digital educator and content strategist. Her presentation emphasized how institutions must now navigate beyond surface-level communication and develop authentic narratives that reflect their identity and purpose. “Don’t just report events,” she reminded participants. “Dig deeper into the values and human stories behind them. That’s what people remember.”
Miss Intan explained that in today’s noisy digital world, virality is no longer the ultimate goal. While many institutional accounts fall into the pattern of merely announcing events, she encouraged the International Office to approach content with more nuance and emotional relevance. As the face of UIN to its international partners and audiences, the office has a strategic role not just in sharing activities, but in articulating why those activities matter. Content should answer deeper questions: Why is this program significant? What global relevance does it have? How does it reflect UIN’s values in a broader context? With that framework, a simple post about a seminar can evolve into a compelling narrative about identity, vision, and international collaboration.
Another crucial takeaway from the session was the importance of understanding the target audience. Miss Intan emphasized that meaningful content starts with clarity both in defining the message and knowing who it’s for. For Gen Z audiences, she pointed out, relevance and authenticity are more valuable than perfection. Research supports this shift: 85% of Gen Z learn new things from YouTube, and 59% trust TikTok more than their school teachers. With this in mind, the International Office is encouraged to rethink content not as a one-way announcement, but as a bridge to engage emotionally and intellectually with digital natives around the world.
She also differentiated clearly between credibility and popularity. While viral content may spike attention quickly, credibility is earned over time through consistency, thoughtful insights, and honest storytelling. Institutions that want to build a sustainable reputation must invest in content that is logically structured, grounded in relevant themes, and driven by a strong core message. According to her, meaningful content doesn’t scream for attention it resonates, invites reflection, and remains relevant far beyond the moment it’s posted. It’s not about chasing clicks; it’s about planting seeds of understanding that grow with time.
The discussion segment became especially dynamic when Farah Syifa, a member of Global Engagement Team asked how to maintain consistency without compromising depth. Miss Intan responded by stressing the importance of creating a content calendar, working around recurring themes, and staying consistent for at least three months to build audience engagement. Fahri, who focuses on visual content and artwork, was advised to highlight the behind-the-scenes process of creation. According to Miss Intan, audiences are drawn to authenticity and effort showing the journey, not just the result, makes content more relatable and emotionally engaging.
One of the most insightful recommendations was about how institutions should approach storytelling around international events and student achievements. Instead of merely stating that an event happened or a student won a scholarship, the content should capture personal journeys, challenges overcome, and the aspirations that drive those individuals. In doing so, the International Office can humanize its narrative, making its digital presence not just informative, but inspiring. This approach turns institutional communication into a form of digital diplomacy, showcasing the university’s values and global outlook in a more powerful and engaging way.
Toward the end of the session, participants were challenged to make a strategic choice: to chase short-lived viral trends or to build long-term credibility through substance. Miss Intan clarified that meaningful content can go viral, but its core purpose should be depth, not hype. For the International Office, which represents the university on a global stage, this choice is especially critical. Every post is not just a visual update it’s a representation of the university’s intellectual values, cultural identity, and commitment to meaningful international dialogue.
As a follow-up, the International Office is committed to transforming its content strategy. The team will prioritize narrative-driven posts that reflect student experiences, program outcomes, and global impact. Visual formats like carousels will be used for deeper storytelling, while single posts will focus on emotional resonance. More than just reporting, the team aims to make every piece of content a thoughtful invitation for the world to understand what UIN stands for. Through meaningful content, the International Office will continue to build bridges between cultures, between ideas, and between people.
Authors : Cherryshifa Hilary Afsonias, Wulan Putri Islami.
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