<![CDATA[This research examines the content creation process on Instagram @horti.kementan, serving as a publication medium at the Directorate General of Horticulture, Ministry of Agriculture. The rapid advancement of internet and social media technologies, particularly Instagram, has transformed communication and information dissemination. Instagram has become a potent platform for public agencies to engage with audiences, build trust, and promote programs effectively. The Directorate General of Horticulture utilizes Instagram to share up-to-date information and publicize its activities, fostering relationships with both internal and external stakeholders, and building public trust through transparent performance and strategic communication. This study aims to explain the content creation process, describe the publication outcomes, and identify the obstacles encountered and solutions implemented. The findings provide insights into effective digital content strategies for government public relations and highlight the importance of visual communication in conveying agricultural information to a broad audience, including younger generations.]]>
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