<![CDATA[Social media has become one of the main promotional channels used by event organizers to effectively reach wider audiences. This study discusses how Instagram was utilized as a promotional medium for Pasar Kaget Banget Vol. 3 in 2024. The main problem addressed is how Instagram content strategies can increase audience awareness and visitor participation. The purpose of this study is to analyze the content strategy, promotional implementation and performance results of the Instagram account during the promotional period. This research uses a qualitative descriptive method with observation, interview, and documentation techniques. The results show that a well structured content plan, consistent visual identity and appropriate use of paid ads significantly increase reach, impressions, engagement and follower growth on Instagram.]]>
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