THE ROLE OF INSTAGRAM POST TYPE TOWARDS AUDIENCE ENGAGEMENTS

• Main Author: Setya Prakoso, Abdi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72456
• Institution: Institut Teknologi Bandung

The significance improvement in online social media has started a new trend in the way of people communicating. This trend then followed by the businesses by using social media for increasing their brand exposure and triggers a co-creation brand value with the fellow Instagram Users. According to the AIDA model, every message posted on Instagram should have been able to get the audience’s attention, which is needed to finally get the audiences to action. Usually specific types of post have their own compatibility with specific audiences. To know which post types that performs best at Y generation. A survey is conducted by distributed the questionnaire to SBM ITB students that assumed to represent the Y generation. After the data are collected, a cross tabulation analysis will be performed in order to answer the research objectives To know what kind of post that able to pull the audience’s attention, this research generated several post types that were usually being used in Instagram. The post types that act as the main variable are: Extraordinary, Humor and Touching. The research findings show that in Y generation Instagram user, the Humor post type proved to be the best generally. Which then the research findings suggest that the humor post type is recommended to be used as the content of Instagram post.