Strategi Pengelolaan Akun Instagram sebagai Media Promosi di Nimo Tea Resort

Abstract

Penelitian ini bertujuan menganalisis strategi pengelolaan akun Instagram sebagai media promosi di Nimo Tea Resort serta jenis konten yang digunakan untuk mendorong keterlibatan audiens. Meskipun memiliki 25,5 ribu pengikut, tingkat engagement rate organik akun masih rendah dan interaksi didominasi oleh bentuk pasif seperti like, share, dan save. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Analisis data dilakukan menggunakan model analisis interaktif melalui kondensasi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian berdasarkan teori The Circular Model of SoMe menunjukkan bahwa strategi pengelolaan akun Instagram @nimotea_resort belum optimal. Konten telah dipublikasikan secara konsisten dan memiliki visual yang sesuai dengan identitas merek, namun belum sepenuhnya berorientasi pada kebutuhan audiens, kurang bervariasi dalam format, serta belum didukung interaksi dua arah dan respons yang cepat. Selain itu, konten didominasi oleh pilar communication dan entertainment, sementara pilar education dan collaboration belum dimanfaatkan secara maksimal untuk meningkatkan keterlibatan audiens. Oleh karena itu, diperlukan optimalisasi strategi melalui pemahaman kebutuhan audiens, penguatan storytelling, variasi konten interaktif, serta peningkatan respons dan interaksi secara berkelanjutan agar kegiatan promosi di Instagram lebih efektif.

This study aims to analyze the Instagram account management strategy of @nimotea_resort as a promotional medium at Nimo Tea Resort and to identify the types of content used to encourage audience engagement. Although the account has 25.5 thousand followers, its organic engagement rate remains low, with interactions primarily consisting of passive forms such as likes, shares, and saves. This study employed a descriptive qualitative approach. Data were collected through in-depth interviews, observation, and documentation. The data were analyzed using the interactive analysis model, which consists of data condensation, data display, and conclusion drawing. The findings, based on The Circular Model of Social Media (SoMe), indicate that the Instagram account management strategy of @nimotea_resort has not been fully optimized. While content is published consistently and maintains visual consistency with the brand identity, it has not been fully oriented toward audience needs, lacks diversity in content formats, and is not supported by effective two-way communication or timely responses. Furthermore, the account's content is dominated by the communication and entertainment content pillars, whereas the education and collaboration pillars have not been maximized to enhance audience engagement. Therefore, optimizing the strategy through a deeper understanding of audience needs, stronger storytelling, greater use of interactive content, and continuous improvement in responsiveness and audience interaction is essential to increase the effectiveness of promotional activities on Instagram.