<![CDATA[Social media has now become one of the most effective promotional tools in supporting business activities, especially in the rapidly evolving digital era. Instagram, as a visual-based social media platform, holds great potential in reaching consumers, particularly among young people. This study aims to analyze the Instagram social media management strategy of the @Tallethacosmetic account, a retail store specializing in cosmetics and fashion located in South Tambun, Bekasi. The research uses a descriptive qualitative approach with data collection methods including semi-structured interviews, observation, and documentation. Data analysis refers to Chris Heuer’s 4C theory, which includes Context, Communication, Collaboration, and Connection. The results show that the @Tallethacosmetic account creates content that aligns with the characteristics of its audience—women aged 18– 30—focusing on bright visuals and communicative language. Two-way communication is actively carried out through Instagram features such as stories, comments, polls, and direct messages. Collaborations with micro-influencers have been initiated, although not on a regular basis. The study concludes that an appropriate and consistent social media strategy can increase engagement, expand promotional reach, and build a positive brand image in the eyes of consumers.]]>
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