STRATEGI OPTIMALISASI CONTENT MARKETING DI MEDIA SOSIAL INSTAGRAM UNTUK MENINGKATKAN FOLLOWER HONDA MITRA GRESIK
DOI:
https://doi.org/10.61722/jssr.v4i6.13237Keywords:
Instagram, Search Engine Optimization, Content Marketing, Brand Awareness, EngagementAbstract
The development of social media provides opportunities for companies to use Instagram as a digital marketing channel. Honda Mitra Gresik has used Instagram for promotion; however, its content management had not been conducted in a structured manner and had not optimized Search Engine Optimization (SEO) elements such as keywords, hashtags, captions, video text, and profile information. This study analyzes the implementation of SEO strategies on the Honda Mitra Gresik Instagram account and their effectiveness in improving brand awareness and engagement. The study applies a mixed-methods approach with a sequential explanatory design. Quantitative data were obtained from Instagram Insights, including views, likes, comments, shares, followers, profile views, and engagement rate, while qualitative data were obtained through interviews with Instagram account managers. Quantitative data were processed using Python with Pandas, NumPy, and Matplotlib, whereas qualitative data were analyzed through data reduction, data display, and conclusion drawing. The results show that followers increased from 2,424 to 2,666, resulting in a Follower Growth Rate of 9.98%, categorized as fair. During the research period, three contents recorded a total of 2,385 views, 49 likes, 47 comments, and 4 shares, with a total Engagement Rate of 4.1%, categorized as good. Interviews also indicate that SEO made content management more focused and aligned with audience needs. Thus, optimizing keywords, hashtags, captions, video text, and the Instagram profile had a positive contribution to brand awareness and engagement on the Honda Mitra Gresik Instagram account.
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