Analisis Konten Instagram dalam Interaksi Audiens Akun @eventbyindonesia

Abstract

Media sosial khususnya Instagram, telah menjadi salah satu sarana komunikasi digital yang dimanfaatkan untuk menyampaikan informasi sekaligus membangun interaksi dengan audiens. Akun Instagram @eventbyindonesia merupakan akun informasi event yang menyajikan berbagai informasi mengenai konser, olahraga, budaya, dan hiburan di Indonesia. Keberhasilan pengelolaan akun tidak hanya ditentukan oleh banyaknya konten yang dipublikasikan, tetapi juga oleh kemampuan tim dalam menyusun strategi konten yang sesuai dengan karakteristik audiens sehingga mampu membangun interaksi. Penelitian ini bertujuan menganalisis pengelolaan konten Instagram @eventbyindonesia dalam membangun interaksi audiens serta menganalisis implementasi teori 4C yang meliputi context, communication, collaboration, dan connection.

Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui wawancara mendalam, observasi, dokumentasi, studi pustaka, dan partisipasi aktif selama proses pengelolaan akun Instagram @eventbyindonesia pada periode September - Desember 2025. Informan penelitian terdiri atas Koordinator Digital Strategist Media Sosial, Team Digital Strategist Media Sosial, Social Media Analyst, dan followers aktif. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan, sedangkan pengujian kredibilitas data dilakukan menggunakan triangulasi metode dan triangulasi sumber data.

Hasil penelitian menunjukkan bahwa pengelolaan konten Instagram @eventbyindonesia dilakukan secara terstruktur dan penerapan aspek context dilakukan melalui pemilihan topik berdasarkan karakteristik audiens, momentum event, dan hasil analisis data. Aspek communication diterapkan melalui penggunaan bahasa yang santai, visual yang menarik, caption interaktif, serta call to action yang mendorong audiens untuk berpartisipasi. Aspek collaboration diwujudkan melalui kerja sama dengan akun Kementerian Pariwisata, penyelenggara event, dan komunitas terkait untuk memperluas penyebaran informasi. Sementara itu, aspek connection diterapkan melalui komunikasi dua arah, respons terhadap komentar, serta pemanfaatan masukan audiens dalam pengembangan konten. Hasil penelitian menunjukkan bahwa penerapan keempat aspek tersebut mendukung pengelolaan konten yang lebih terarah dan berperan dalam membangun interaksi audiens pada akun Instagram @eventbyindonesia.

Social media, particularly Instagram, has become one of the most widely used digital communication platforms for disseminating information while fostering audience interaction. The Instagram account @eventbyindonesia serves as an event information platform that provides updates on concerts, sports, cultural events, and entertainment across Indonesia. The success of managing this account is determined not only by the quantity of content published but also by the team's ability to develop content strategies that align with audience characteristics to encourage interaction. This study aims to analyze the content management of the @eventbyindonesia Instagram account in building audience interaction and to examine the implementation of Chris Heuer's 4C theory, which consists of context, communication, collaboration, and connection. This study employed a qualitative approach using a case study method. Data were collected through in-depth interviews, observation, documentation, literature review, and active participation during the management of the @eventbyindonesia Instagram account from September to December 2025. The informants consisted of the Social Media Digital Strategist Coordinator, Social Media Digital Strategist Team, Social Media Analyst, and an active follower of the account. Data were analyzed through the stages of data reduction, data display, and conclusion drawing, while data credibility was ensured through method triangulation and data source triangulation. The findings indicate that the content management of the @eventbyindonesia Instagram account is carried out systematically. The implementation of the context aspect is reflected in topic selection based on audience characteristics, event momentum, and data analysis. The communication aspect is implemented through the use of casual language, engaging visuals, interactive captions, and call-to-action (CTA) elements that encourage audience participation. The collaboration aspect is realized through partnerships with the Ministry of Tourism's Instagram account, event organizers, and related communities to expand information dissemination. Meanwhile, the connection aspect is implemented through two-way communication, responsiveness to audience comments, and the utilization of audience feedback in content development. Overall, the implementation of these four aspects supports more strategic content management and contributes to building audience interaction on the @eventbyindonesia Instagram account.