INSTAGRAM USE BY MARTABAK BUSINESS: A CONTENT ANALYSIS
The exploding of internet usage has pushes Company to change their strategy into something more digital if they want to survive in digital era. Many food companies, such as restaurant, café, and even street food has utilized social media to attract and persuade their current and potential customer o...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/21112 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The exploding of internet usage has pushes Company to change their strategy into something more digital if they want to survive in digital era. Many food companies, such as restaurant, café, and even street food has utilized social media to attract and persuade their current and potential customer online. Instagram, as the leading photo-sharing social media platform which dominated with a younger demographic user, proven effective to reach and engage with younger demographic buyer. One of the industry that also use Instagram as one of their promotional tools is martabak. Martabak as one of the most popular Indonesian street food, now considered as fusion food instead of classic food, since it combines many other materials such as mozzarella and toblerone that follow food trend. Many martabak brands has adopt Instagram to spread the word about their business, maintain relation with the current customer, and attract the potential customer through it. But, not all martabak brands know how to maximize the use of Instagram. Besides that, there is still no literature review about the Instagram content management focusing on martabak field. Therefore, this study is conducted to decipher martabak Instagram account strategy by analyzing 10 Indonesian martabak Instagram accounts content in Indonesia during 1 month.
Purposive sampling technique was applied in choosing the 10 martabak Instagram account sample. The hashtag, posting time, photo elements, and content type of each post during June 1st – June 30th 2017 were coded and compared with the engagement rate gained to know the most successful strategy for martabak Instagram account. Hashtag was analyzed to increase the chances of being discovered through explore, most engaged posting time to reach more audience, photo elements to steal the attention of audience in 1 second glance, and content type to plan content better.
As the result, type of content which generate a higher engagement rate is product-centric content, UGC, and re-gram from food blogger. For the most engaged hashtag used were categorized into 6 category: industry, niche, community, location, branded, and celebration. Furthermore, the use of more than 10 hashtag is generate a higher engagement rate, which is more than 1.5%. The most engaged posting time is actually not at lunch and dinner time, but before and after that time range. And use of original and authentic photo are highly recommended in generate a higher engagement rate of martabak Instagram account. |
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