ANALISIS KONTEN PADA AKUN INSTAGRAM @RUCAS UNTUK MENINGKATKAN BRAND AWARENESS
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Abstract
The development of information and communication technology, especially through social media platforms such as Instagram, has had a significant impact on digital marketing strategies, especially in increasing brand awareness. This study aims to analyze the types of content posted on the @RUCAS Instagram account and its impact on increasing brand awareness. Using a qualitative approach and content analysis method, this study identified types of content such as images, videos, Instagram Stories, and Reels, as well as audience interaction with the content. The results of the study show that interactive and dynamic content such as Instagram Stories and Reels have a greater influence on increasing brand awareness compared to images and videos in the feed. Reels and Stories content trigger higher interactions, such as the number of likes, comments, and shares, indicating stronger audience engagement. This finding is in line with the Brand Awareness theory which states that familiar brands are more easily chosen by consumers, strengthening the brand's position in the market. Therefore, this study recommends the use of more interactive content on Instagram to increase brand awareness and build closer relationships between brands and audiences, especially for small and medium enterprises (SMEs).
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