<![CDATA[This research aims to enhance XD Radio Yudha's brand awareness on Instagram using a qualitative descriptive method and Social Media Plan (SMP) Strategy. XD Radio was previously active on Instagram but experienced an 84.4% decline in insights by 2023. The SMP Strategy is expected to amplify reach, profile visits, and brand awareness among young adults. Following a 3-month implementation, substantial improvements were observed: Instagram reach reached 15,103, profile visits surged by 2016, and gained 111 new followers. These outcomes illustrate the effectiveness of SMP in elevating XD Radio Bali's brand awareness via Instagram. The qualitative descriptive methodology and SMP substantiate the success in addressing the previous decline in insights.Kata kunci: Brand awareness; Instagram; Radio; Social Media Plan  AbstrakPenelitian ini bertujuan untuk meningkatkan brand awareness XD Radio Yudha di Instagram menggunakan metode deskriptif kualitatif dan strategi Social Media Plan (SMP). XD Radio sebelumnya aktif di Instagram namun mengalami penurunan insight hingga 84,4% pada tahun 2023. Strategi SMP diharapkan dapat meningkatkan jangkauan, kunjungan profil, dan brand awareness di kalangan anak muda. Setelah implementasi selama 3 bulan, terjadi peningkatan signifikan: jangkauan Instagram mencapai 15.103, kunjungan profil meningkat 2016 kali, dengan tambahan 111 pengikut baru. Hasil ini menggambarkan efektivitas SMP dalam meningkatkan brand awareness XD Radio Bali melalui Instagram. Metodologi deskriptif kualitatif dan SMP membuktikan keberhasilan dalam mengatasi penurunan insight sebelumnya. ]]>
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