Muhammad Daffa Dhaifurrahman, social media specialist

Muhammad Daffa seated in a studio, framing a shot through his camera

Turning audience insight into content people save.

I plan, write, shoot and measure social content, from the first audience survey to the last insights report.

Contact me See the work

Selected work

Four projects, all published to a real audience. Two are backed by their numbers, two by a jury.

Twenty posts that reached far beyond our followers

Made for
KKN-PPM UGM
My role
Media and publication division
Format
Instagram feed and reels
Timeframe
Jan – Aug 2026
Muhammad Daffa, seated in front, with his KKN-PPM UGM teammates
With my KKN-PPM UGM team. I’m the one in front, in black.

In our KKN-PPM team I worked in the media and publication division, helping plan and produce our Instagram from January to August 2026, alongside my role as student coordinator for nine teammates.

The numbers cover the whole feed, all twenty posts together. It was a team effort, so they’re shown as a team result.

Combined results, all 20 posts

20 posts and reels. 71K+ views. 1,884 engagements. Average reach of 7× the follower base.

Source: Instagram Insights, 2026.

Most said they were ready. Their maybes said otherwise.

Made for
Jama’ah Shalahuddin UGM
My role
Narrative director and designer
Format
9-slide Instagram carousel
Content pillars
Education and promotion
Slide 1, the hook
Slide 2
Slide 3
Slide 4
Slide 5
Slide 6
Slide 7
Slide 8
Slide 9, the guidebook offer

1 / 9 slides

The idea

Before the 2025 intake, I surveyed 116 students: 98 incoming and prospective students about the year ahead, and 18 seniors about what they wish they’d known. The newcomers sounded confident. More than nine in ten said they would adapt and already had goals. The doubt hid in the details: three in ten answered “maybe” to joining an organisation or entering a competition, four in ten didn’t know a single senior yet, and one in six doubted they could keep to their faith the way they wanted to.

That gap between confidence and certainty became the premise: a carousel that names the exact moments new students feel lost (academics, organisations, committees, competitions and faith) before introducing the guidebook I wrote to answer all five.

The execution

I directed the narrative from the hook to the promotional close, and brainstormed and designed the slides with a teammate. Two content pillars did two different jobs. Education earned attention with problems freshmen recognised. Promotion stayed soft, so the guidebook only appeared once the value had landed.

Each slide isolates one specific fear. The final slides turn to the guidebook as the practical answer, framed as an investment rather than a purchase.

What it did

24,355

accounts reached. Three in four weren’t following the page.

74.7% non-followers25.3% followers

732

saves on 1.1K likes. Roughly two saves for every three likes: people kept it to come back to.

60.4%

of the audience was aged 18–24, the age group it was written for.

View the post on Instagram

Two films, two awards

Beyond social content, I direct short video and film. Both of these were made for competitions, and both placed.

Still from Aksi Kolektif untuk Menyelamatkan Dunia, the winning reel at ESDM Goes to Campus 2026 Watch the reel

Winner · ESDM Goes to Campus 2026 Reel Competition

Aksi Kolektif untuk Menyelamatkan Dunia

A university reels competition under Kementerian ESDM on creative storytelling, digital advocacy and Indonesia’s electricity future.

Role: directorWatch the reel

Still from Hati-Hati Belajar Agama, third place at FSLDKN XXII Malang Watch the film

3rd place · FSLDKN XXII Short Movie Award, Malang 2026

Hati-Hati Belajar Agama

Made for FSLDKN’s national short movie competition, judged on storytelling, cinematography and Islamic social messages.

Role: directorWatch the film

“Daffa is a creative and innovative individual who loves to experiment with everything he pursues, from digital art and fine arts to business and marketing. While some might perceive him as communicating on a different frequency, that’s precisely where his experimental spirit unleashes his wild ideas.”
Ammar Rafi H. H. Ammar Rafi H. H.General Secretary, Jama’ah Shalahuddin UGM 2024/2025

What I do

Social media work is four jobs at once. I do all four, usually on the same project.

  • Strategy

    Deciding what to post, when and why, and tying every piece to one brand objective.

  • Copywriting

    Captions and scripts written for the platform they live on, from the opening hook to the call to action.

  • Analytics

    Reading reach, saves and audience data to see what worked, then planning the next post from it.

  • Production

    Designing, shooting and editing it myself, from carousels in Figma to short films in DaVinci Resolve.

Tools I work in

Teams I’ve worked with

How I work

Five steps, run as a loop. What I learn in the last step decides the first step of the next project.

  1. Step 1

    Insight

    Start by listening: the brief, the audience and what’s already out there, before deciding what the content should be.

  2. Step 2

    Direction

    Define what success looks like and which pillar (education, entertainment, promotion or conversation) gets there fastest.

  3. Step 3

    Ideation

    Turn the insight into concepts that are relevant to the audience and true to the objective.

  4. Step 4

    Execution

    Write, design, shoot and edit, whatever the format needs, with the same care as the idea.

  5. Step 5

    Evaluation

    Check every piece against its goal: what worked, what didn’t, and what changes next round.

Back to step 1, with what the numbers said
Portrait of Muhammad Daffa Dhaifurrahman outdoors against a blue sky

Hey, I’m Daffa.

I study Strategic Communication at Universitas Gadjah Mada, and I learn best by making real things for real audiences. Over the past year I’ve run the full loop: surveying audiences, writing captions and scripts, publishing on Instagram and reading the numbers that come back.

I also wrote the 78-page guidebook behind the freshmen carousel. The campaign around it converted at 32.84% with zero budget, and the carousel alone reached 24K accounts from an 18K-follower page. Away from Instagram, I mentor photography, direct short films, and keep asking why some content gets saved while other content only gets liked.

Study
Strategic Communication, UGM
GPA
3.78 / 4.00
Dean’s List
6 consecutive semesters
Based in
Sleman, Yogyakarta

Training

Select a certificate to view it

Got an audience worth understanding?

I’m open to social media, brand and marketing roles, including internships and collaborations.

Contact me LinkedIn Resume