Performance Evaluation of Instagram Content Types on Audience Engagement: Case Study Of Nakula Café

Abstract

The development of digital marketing or technology adoption to expand market reach is underutilized by MSMEs such as Nakula Café. This has led to fluctuating audience engagement, which represents the level of consumer interaction, from 1.44% in 2021 to a peak of 2.35% in 2022 and declining to 0.95% by 2025. This study aims to evaluate 165 Instagram posts using binary manner to analyze the actual distribution of posts, the Engagement Rate (ER) metric to calculate active user interaction percentages, and the Kruskal-Wallis test to determine whether there are significant differences across the content types to formulate strategic business recommendations. The results show that despite being dominated by emotional content at 75.4%, rational content achieves the highest average interaction of 2.38%, which only has 13.8% of the total posts. These findings demonstrate that understanding the audience's needs is critical to establishing a deeper customer connection.