<![CDATA[Social media development has encouraged media companies to optimize digital content distribution as a tool for promotion and communication with audiences. MNC Channels utilizes the Instagram account @ent_entertaiment as a platform for distributing entertainment content repackaged from various television programs. This study aims to analyze the social media content management process of the @ent_entertaiment Instagram account managed by the Promo On Air & Creative Division of MNC Channels and to evaluate the performance of the published content. This research employed a qualitative descriptive method using observation, active participation, informal interviews, literature review, and documentation as data collection techniques. The findings reveal that content management involves several stages, including content selection, golden scene identification, repackaging, caption writing, approval, and content publication. The performance evaluation indicates that the published content generated high reach and audience interaction while successfully attracting users beyond the account’s followers. The study also found that appropriate golden scene selection and a repackaging strategy tailored to Instagram characteristics play an important role in increasing audience reach and engagement. Therefore, well-planned content management that considers audience preferences can support promotional effectiveness and expand the exposure of television programs through social media.]]>
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