East Nusa Tenggara (NTT), as one of the provinces with great tourism potential, applies city branding as a new tourism territory. This study aims to analyze (1) the meaning of the tourism promotion video Exotism of Sabu Island NTT in more depth and detail and (2) how the information messages conveyed in the tourism promotion video helped to advance the city branding of East Nusa Tenggara. This research employed a qualitative description method using Fisher's narrative paradigm, which consists of an analysis of the coherence and fidelity aspects of the narrative. The results showed that the video narrative Exotism of Sabu Island NTT has been successful in promoting East Nusa Tenggara as a new tourism territory through effective city branding. This video highlights Sabu Island, with its rich historical exoticism, landscape, and diversity of local cultural wisdom, as part of the East Nusa Tenggara province's tourism program. The main message conveyed in this video is the excellence of Sabu Island tourism, namely the exoticism of history, landscape, and diversity of local cultural wisdom. This video incorporates aspects of coherence and fidelity of the narrative that are appropriate and effective at city branding. The substance of this research provides new proposals regarding regional tourism city branding policies uploaded through promotional videos by applying the aspects of coherence and accuracy.

Content marketing has become an essential part of any social media marketing strategy. However, the effectiveness of a content marketing strategy through social media will be determined by its alignment with the prevailing communication model. This study aims to analyze the communication model that takes place in the marketing of educational content regarding the health of Indonesian women's skin on Instagram @ hi.flawless and determine the effectiveness of the content marketing based on the communication model that occurs. This study uses a qualitative approach with a netnographic method. Data collection methods are through observation and interviews, while data analysis techniques use data reduction, data presentation, and drawing conclusions analysis methods. This research shows that the communication model that occurs is Schramm's interactional communication model which can then be further developed into a multistep non-linear communication model and advanced web communication. The use of Indonesian women's skin health education as content for marketing on Instagram @ hi.flawless is known to be in line with the prevailing and effective communication model to be implemented, seen from the relatively high level of consumer involvement and the increase in sales that have occurred. Keywords: communication model, content marketing, education, social media