Instagram for Engagement in Indonesia: The Practice from Media Companies

In many developing Instagram marketing strategies for media companies, tactics and approaches have been applied. The study aims to explore the practice of Instagram by focusing on the following themes: brand awareness, representation, and engagement. Drawing upon the knowledge-based view and perspective, this study provides empirical grounds for media companies’ breadth and depth of Instagram marketing. Using data from five Instagram accounts from different Indonesian media types: printed, electronic, and digital media, we applied qualitative content analysis to generate three themes and conducted a study to explore these practices. Our findings supported the importance of the role of social media presence and well-managed social media administration for business entity; however, the best practice was not observed in this study. Additionally, tactics in Instagram marketing compared between data prompted the conclusion from the findings that contribute to ideas for further study.