<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the Indonesian economy, but many MSME players still face serious challenges in terms of marketing and expanding market reach. The presence of social media, especially Instagram, opens up new opportunities that were previously unimaginable, especially after the acceleration of digital transformation due to the COVID-19 pandemic which prompted millions of business actors to switch to digital platforms. This study aims to analyze in depth how Instagram plays an effective digital marketing platform for MSMEs and what strategies have been proven to be able to drive significant sales increases. Using a systematic literature review approach with reference to various empirical studies, industry reports, and academic studies published between 2021 and 2024, the results of the analysis show that the implementation of visually consistent content, the use of Instagram Reels and Stories features, the use of Instagram Shopping, as well as strategic collaboration with influencers and the use of User Generated Content (UGC) in an integrated manner have proven to be able to drive real MSME sales growth. More than just a promotional medium, Instagram also serves as a distribution channel and a space for personal interaction between brands and consumers that is increasingly contextual, supported by the platform's excellence in integrating visual content, brand narratives, and transactions in one integrated ecosystem...]]>
