<![CDATA[This study analyzes Instagram content management in building audience interaction on the @eventbyindonesia account. Instagram has become an effective platform for disseminating event information and establishing two-way communication with audiences. This research aims to examine the content management strategy of @eventbyindonesia and the implementation of Chris Heuer’s 4C theory, consisting of context, communication, collaboration, and connection, in shaping audience interaction. This study employed a qualitative approach with a case study design. Data were collected through in-depth interviews, observation, documentation, and content analysis of Instagram posts published between September and December 2025. The findings show that @eventbyindonesia manages its content through three main content pillars: regular content, specific content, and list of event. The implementation of the 4C aspects is reflected in content selection based on audience interests, interactive communication, collaboration with related parties, and active audience engagement through social media interaction. These strategies contribute to building sustainable audience interaction on the @eventbyindonesia Instagram account.]]>
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