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All Journal Economic: Journal Economic and Business
Dwi Citra Chairani
Universitas Negeri Medan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Optimizing the Instagram Algorithm Through Digital Content Posting Strategies to Increase Customer Engagement: A Case Study on the Instagram Account @meneljahitanku_ Dwi Citra Chairani; Haryadi Haryadi
Economic: Journal Economic and Business Vol. 4 No. 4 (2025): ECONOMIC: Journal Economic and Business
Publisher : Lembaga Riset Mutiara Akbar (LARISMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56495/ejeb.v4i4.1279

Abstract

This study aims to analyze, develop, and evaluate the effectiveness of digital content posting strategies tailored to the Instagram algorithm to increase customer engagement on the @meneljahitanku_ account. The background of this study is the difficulty of MSMEs in understanding the complex mechanisms of the Instagram algorithm, resulting in stagnant customer interaction despite a sufficient number of followers. Using a qualitative single case study approach, data was collected through semi-structured interviews (before & after intervention), observations, and content experiments for 30 days (July–August 2025). The results showed significant improvements: the engagement rate increased from 1.62% to 6.74%; impressions increased by 384.20% (from 25,500 to 123,471); followers increased by 5.67%. The Reels format and the Testimonial content pillar proved to be the most effective in triggering engagement.
Co-Authors Haryadi Haryadi