Marketing Communication Strategies in the Use of Intensive Content on Instagram

Abstract

The development of social media has encouraged changes in digital marketing communication strategies, especially for Micro, Small, and Medium Enterprises (MSMEs) who use Instagram as a means of promotion and interaction with consumers. One of the widely used strategies is the use of incentive content, such as giveaways, discounts, and special promotions, to increase audience engagement. This study aims to analyze marketing communication strategies in the use of incentive content on  Instagram accounts @astigaleather using the perspective  of The Circular Model of SoMe. This study uses a qualitative approach with a case study method. Data was obtained through interviews, observations, documentation, and  analysis of Instagram insight data  . Data analysis techniques were carried out through  data reduction, data presentation, and conclusion drawn. The results of the study show that the marketing communication strategy implemented by @astigaleather has implemented  the dimensions of Share, Optimize, Manage, and Engage in an integrated manner. Incentive content  has been proven to be effective in increasing engagement, expanding audience reach, and strengthening brand awareness. In addition, the combination of incentive content  and educational content can build better relationships with consumers and increase trust in brands. This study concludes that the use  of incentive content  supported by planned social media management can be an effective digital marketing communication strategy for MSMEs in increasing audience engagement  and strengthening brand position on social media.