Content Management of @akmil.id Instagram Account in Increasing Brand Engagement in 2023

Abstract

Purpose: Social media serves as a promotional tool to build brand engagement. Instagram is a social media that can present content effectively. The Military Academy is a military education institution that has a strategic role in shaping future leaders and soldiers of the Indonesian Army. The Military Academy has been using Instagram since 2017. This study aims to determine how the management of the @akmil.id Instagram account will increase Brand Engagement in 2023 because with proper management, the messages contained in the brand can be delivered on target and will be superior to its competitors. Methodology: The research method used in this research is descriptive qualitative. Data collection techniques with interviews and documentation. Result: The results of this study indicate that the media management of the @akmil.id Instagram account involves four main functions, namely planning, organizing, implementing, and monitoring. Planning is done to explain the content strategy by using Instagram features. Organizing involves the division of tasks and responsibilities within the team. Implementation is done to mobilize the concept that has been prepared. Supervision is done to ensure the achievement of previously conceptualized goals. In its implementation, followers on the @akmil.id Instagram account have increased since the last 30 days by 3.8% in December 2023.