<![CDATA[This study aims to understand how Instagram is used as a sensemaking medium in digital communication. Referring to Karl Weick's sensemaking theory (1995), this study explores seven dimensions of sensemaking: identity construction, retrospective, enactment of sensible environments, social interaction, ongoing communication, extracted cues, and plausibility. A descriptive qualitative approach was used, with data collected through interviews with two informants, namely the Owner and the digital marketing admin. Data analysis was carried out using NVivo software. The results of the study show that Instagram is not only used as a visual promotional tool, but also as a participatory space to build meaning with customers. The communication strategies implemented involve emotional narratives, visual consistency, two-way communication, and data-based decision making. Collaboration between strategic and technical actors within the organization creates adaptive, relevant, and sustainable communication practices. This study concludes that sensemaking is an effective framework for understanding the dynamics of digital communication on social media, as well as providing practical contributions to the development of communication strategies in the competitive digital era.]]>
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