<![CDATA[This study aims to analyze the differences in engagement rate based on Instagram content formats on the @spbupertamina account. The research employed a quantitative comparative approach using primary data obtained from Instagram Insight during the period of September–December 2025. The sample consisted of 107 organic posts categorized into Feed, Carousel, and Reels formats, excluding advertisements, collaboration posts, and giveaway content. Data were analyzed using descriptive statistics, Shapiro-Wilk normality test, Levene homogeneity test, One-Way ANOVA, Kruskal-Wallis, and Tukey HSD post hoc test. The results showed that there were significant differences in engagement rate among content formats, with a significance value of 0.008 in the ANOVA test and 0.033 in the Kruskal-Wallis test. Feed content had the highest average engagement rate, followed by Carousel and Reels. However, post hoc analysis indicated that significant differences only occurred between Feed and Reels. These findings indicate that content format influences engagement rate, although its effectiveness depends on the context of communication, audience characteristics, and information needs. In institutional accounts such as @spbupertamina, informative and straightforward content formats tend to generate higher audience engagement than more dynamic formats.]]>
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