<![CDATA[This study aims to analyze promotional strategies on Instagram at the Bank Indonesia Regional Office Library in Lampung Province based on the stages of promotional strategy outlined by Stuart and Moran. The study employs a qualitative descriptive method with a field research approach. Data were collected over a two-month period through structured interviews with a librarian responsible for managing the @perpusbilampung Instagram account, non-participant observation of promotional activities on the @perpusbilampung Instagram account, and documentation. Data analysis utilized the Miles and Huberman model, which includes data reduction, data presentation, and drawing conclusions. The results of the study indicate that the library has identified its target audience through visitation data, user interactions, and Instagram Insights, and has implemented segmentation based on age, status, and reading interests. The promotional objectives are aimed at increasing awareness of the library, introducing its services and collections, and expanding its user base. Instagram was chosen as the primary promotional platform because of its wide reach and features such as the feed, Stories, Reels, collaborative posts, and geotags, which were utilized to disseminate information and increase user engagement. The effectiveness of the promotion was evaluated by monitoring Instagram Insights data and audience responses to published content. The findings showed an increase in the number of Instagram followers from 7,467 to 7,571 during the study period. Additionally, one Reels video themed “Favorite Libraries in Bandar Lampung” garnered approximately 236,000 views and hundreds of comments. However, the utilization of audience data and promotional evaluation has not yet been conducted systematically and continuously; consequently, the use of analytical data as a basis for promotional decision-making remains suboptimal.]]>
