Optimizing Digital Content on Instagram to Enhance Brand Awareness of MSMEs Products in Kendari City
DOI:
https://doi.org/10.55927/mudima.v6i6.92Keywords:
Instagram, Brand Awareness, Msmes, Local Hashtags, Digital MarketingAbstract
The expansion of digital communication technologies has fundamentally reshaped marketing practices, creating new opportunities for Micro, Small, and Medium Enterprises (MSMEs) to strengthen their market presence through social media platforms. Among these platforms, Instagram has become an influential marketing channel due to its visual orientation and interactive features that facilitate direct engagement between businesses and consumers. This study investigates the role of Instagram content optimization in enhancing the brand awareness of MSME products in Kendari City. Employing a mixed-methods approach, the research integrates quantitative survey data with qualitative insights obtained from in-depth interviews with MSME owners who actively utilize Instagram for business promotion. The analysis focuses on several content optimization dimensions, including the utilization of Reels, Stories, local hashtags, visual consistency, content quality, and audience engagement strategies. The findings reveal that strategic content optimization contributes significantly to increasing audience reach, strengthening consumer interaction, and improving brand recognition. Interactive content formats, particularly Reels and Stories, were found to generate higher levels of engagement, while the use of localized hashtags enhanced content visibility within relevant market segments. In addition, maintaining a consistent visual identity and employing storytelling-oriented communication practices were shown to reinforce consumer trust and facilitate stronger brand recall. These findings suggest that Instagram functions not merely as a promotional medium but also as a strategic communication platform capable of fostering long-term relationships between MSMEs and their audiences. The study contributes to the growing discourse on digital marketing and social media communication by providing practical insights for MSMEs seeking to improve their competitiveness in increasingly dynamic digital markets
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Copyright (c) 2026 Muh. Zein Abdullah, Suryani Bunga Batara, Harnina Ridwan, Sarmadan, Syaifudin, Bakri Yusuf, Megawati Asrul Tawulo, Sulsalman Moita, Muhammad Arsyad
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