<![CDATA[Competition among culinary businesses in Bengkulu City calls for digital marketing communication that explains products while sustaining relationships with customers. This study examines the use of content on the @kaneekann Instagram account to promote Kaneekan, a food and beverage business, focusing on information delivery, interaction, and visual promotion. A descriptive qualitative approach was employed. Data came from account observation, in-depth interviews with the owner who manages the account and with consumers, and documentation of published content. The material was interpreted thematically using three aspects of social media use. Photographs, videos, stories, highlights, and captions conveyed menus, prices, promotions, flavor variants, opening hours, and ordering information. Comments, direct messages, polls, and question-and-answer features supported two-way communication that consumers described as friendly and responsive. Visual product content and periodic offers drew attention and were associated by interviewees with an interest in trying the products. The account profile and highlights also connected product information with access to ordering channels. However, narratives explaining the business values, distinctive advantages, and brand identity remained less prominent than product information. The findings suggest that Instagram promotion depends on the combined accessibility of information, responsiveness to customers, and relevant visual presentation. A clearer brand narrative could make Kaneekan’s communication more coherent. As this qualitative study concerns one business, its findings describe participants’ experiences and do not establish a causal effect on sales.]]>
