Maketing Communication Strategy on Instagram Reels @WARUNGPOTE
DOI:
https://doi.org/10.28918/iqtida.v6i1.15263Abstract
The rise of short-form video has transformed digital marketing communication strategies, particularly among food-related SMEs that use social media to build audience engagement and drive purchasing decisions. Instagram Reels has become one of the most widely used features because it is supported by an algorithm capable of expanding organic reach and increasing user engagement. This study aims to analyze the marketing communication strategies of the Instagram account @warungpote through Instagram Reels in building audience engagement. The study employs a qualitative approach using the case study method and a constructivist paradigm. Data were collected through non-participant observation of 16 Reels posts, in-depth interviews with five informants selected using purposive sampling, and a document analysis. Data analysis was conducted using the Miles, Huberman, and Saldaña interactive model, while data validity was tested through source triangulation, methodological triangulation, member checking, and peer debriefing. The research results indicate that storytelling, emotional branding, and FOMO play a crucial role in maintaining audience retention and driving audience interaction. Audience interaction is formed through the integration of visual elements, narrative, and social validation that align with the characteristics of the Instagram Reels algorithm. These findings expand the application of the AIDA model from a linear approach to an interactive, emotional, and algorithm-based digital marketing communication framework. The research results are expected to enrich studies on short-form video-based digital marketing communication and serve as a reference for SME practitioners in designing content strategies oriented toward the audience experience
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