<![CDATA[This study is motivated by the intensifying competition in the culinary business and the need for traditional restaurants to utilize Instagram as an effective marketing medium. It aims to analyze how the social media marketing content on the @padangpayakumbuah Instagram account builds brand awareness among the audience through communication strategies applied in each piece of content. The study is expected to offer theoretical contributions to the fields of social media marketing and brand awareness, as well as practical contributions to traditional culinary business operators. A qualitative approach utilizing content analysis was employed. Data were collected through the observation and documentation of posts, captions, hashtags, comments, and audience interactions. Data validity was ensured through source and theory triangulation, while analysis involved content classification, coding, the identification of communication patterns, and thematic extraction. The results indicate that the @padangpayakumbuah account actively and consistently produced 51 Reels posts. The "context" dimension showcased Minangkabau culture, the Ramadan and Eid al-Fitr seasons, and the audience's daily consumption needs. The "communication" dimension presented clear, visual, and interactive messages that encouraged user engagement. The "collaboration" dimension involved communities, influencers, schools, and business partners to expand promotional reach. The "connection" dimension fostered an emotional bond that strengthened brand recognition, recall, and "top-of-mind" potential. Thus, social media marketing managed with consistency and relevance proved effective in building brand awareness for Rumah Makan Padang Payakumbuah.]]>
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