What do Indonesian start-ups communicate during the COVID-19 pandemic?

This article aims to explore the media content during the COVID-19 pandemic. It focuses on the pandemic-handling videos released by start-up companies in Indonesia through their official YouTube accounts. As start-ups were also experiencing the impact of the pandemic, one of their biggest challenges was to communicate optimistic messages to the public with the right content and context. Therefore, this article examines the contents of the videos released by start-up companies during the COVID-19 pandemic in Indonesia. Drawing from the data collected between March and December 2020, this qualitative study finds four inspirational media themes: 'we all are affected by the pandemic', the appearance of human values, presenting action taken, and optimistic expressions. Further, this article discusses the arrangement of inspirational statements and acts of empathy, which are predominantly mixed with brand identities and echo the value of gotong royong (mutual assistance).