<![CDATA[This study examines the effectiveness of Instagram content marketing strategies used by Kamo Pet Care, a rapidly growing pet care business in Indonesia. Contributing to the literature on digital marketing in emerging markets, this research applies a mixed-method content analysis to 244 Instagram posts (October 2023–2024), integrating the AISAS model and Direct Rating Method to assess content performance. Findings reveal that informational and entertainment content (73%) dominates over promotional posts, with effective use of both image (49%) and video (51%) formats. While 93% of posts succeed in capturing attention and evoke positive affective responses such as curiosity and happiness, only 0.08% of users complete the full AISAS journey. The study highlights a strong conversion rate (47% of promotional posts lead to purchases) but low content sharing (41% with <10 shares). Managerial implications suggest rebalancing content types, using edutainment, increasing shareability, and applying strategic scheduling to boost engagement and retention. ]]>
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