Optimization of Video Content on Facebook as a Promotional Media for Tanjung Api Beach Tourism

Tanjung Api Beach is a tourist destination with great potential, especially due to its unique turtle conservation efforts. However, promotion through Facebook social media has not been optimized; existing promotional content tends to be static, less engaging, and does not utilize the potential of video as a digital marketing medium. This research aims to determine the supporting and hindering factors as well as the efforts to optimize video content as a promotional medium for Tanjung Api Beach tourism. The study uses a qualitative approach with data collection methods including observation, interviews, and documentation. The results show that supporting factors include the enthusiasm of the managers, availability of equipment, and support from the government and community. Meanwhile, the main obstacles are limited internet connectivity and human resources. Optimization is carried out through an engaging video content strategy, utilization of Facebook features (such as Reels and Live Video), and enhancement of audience interaction. As a result, the video content successfully increased tourist interest and strengthened the image of Tanjung Api Beach as a leading ecotourism destination