Analisis Strategi Konten Instagram dalam Membangun Brand Awareness Digniscent

Abstract

This study aims to analyze the Instagram content strategy implemented by Digniscent, a local perfume MSME, in building brand awareness. The research employed a qualitative method with a descriptive approach through observation, interviews, and documentation of Digniscent's Instagram activities. The findings indicate that Digniscent applies a strong visual branding strategy through consistent visual aesthetics, harmonious color tones, and the use of product and lifestyle content as the main focus of marketing communication. This strategy successfully builds a premium, modern, and recognizable brand image among audiences, while the use of Reels proved effective in increasing content reach and expanding brand exposure. However, audience interaction has not been fully optimized because the content strategy focuses more on visual aspects than interactivity; educational content was found to be more effective in encouraging comments and engagement than promotional content. Overall, Digniscent's Instagram content strategy is considered effective in building brand awareness, achieving an effectiveness score of 18/25 (good category), although further development is needed through explicit call to action, increased educational content, and optimized use of Instagram's interactive features.