<![CDATA[Social media, especially Instagram, has become one of the platforms used as a marketing medium for businesses to build communication and closeness with their audience. However, the high level of content competition means that every post needs to be designed in a more creative and interesting way in order to attract the attention and interaction of the audience. This study aims to analyze the difference in engagement on Indibiz Pekalongan Instagram posts before and after the application of creative content. This study uses a comparative approach by comparing two posts, one without creative content and one with creative elements. The analysis data was obtained through the Instagram Insights feature, which includes the total number of interactions, reach, and audience behavior towards each content. The analysis was conducted by observing the differences in engagement performance and content characteristics displayed. The results of the study show that posts with creative content provide higher engagement results compared to posts without creative content. Content with attractive visuals, clear storytelling, and relevant message delivery is able to attract the audience's attention and encourage the audience to interact more actively. Conversely, content that lacks creative elements and is simple tends to be less effective in maintaining audience attention. Based on these results, it can be concluded that the use of creative content in posts plays an important role in increasing post engagement on the Indibiz Pekalongan Instagram account. This study is expected to serve as a reference for social media managers, especially business accounts, in designing content strategies that are more effective and tailored to the needs of the audience. Kata kunci : Creative Content, engagement, Instagram, Post, Indibiz]]>
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