<![CDATA[Digital transformation has encouraged academic libraries to utilize social media as an effective tool for promotion and communication. This study aims to analyze the use of Instagram as a promotional and communication medium at the Library of UIN K.H. Abdurrahman Wahid Pekalongan through its Instagram account, @perpusuingusdur. The research employed a qualitative descriptive approach using observation of Instagram content published between January and June 2024. Data were collected through observations of posts, communication features, and user interactions on the library’s Instagram account. The findings reveal that Instagram is utilized to promote library collections, services, facilities, and activities through various content formats, including feed posts, reels, and stories. In addition to serving as a promotional platform, Instagram functions as a digital communication channel that facilitates two-way interaction between the library and its users through comments, direct messages, and other interactive features. The use of visual content and short-form videos was found to enhance information attractiveness, particularly among Generation Z users who constitute the majority of university students. This study highlights the significant role of Instagram in increasing library service visibility, expanding information reach, and strengthening user engagement in the academic library environment.]]>
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