<![CDATA[Social media has become an important tool for organisations to disseminate information, promote services and build relationships with prospective clients. This study aims to analyse the use of Instagram and TikTok as promotional tools at the Amarta Multikarya Cemerlang Academy (AMC), covering the objectives of their use, target audience, content management, audience response and an evaluation of their use. The research employs a qualitative approach using a single-case embedded design, with Instagram and TikTok as the units of analysis. Data were collected through observation, semi-structured interviews and documentation during the period 28 April–30 June 2026, and subsequently analysed through data condensation, data presentation, and the drawing and verification of conclusions. The research findings indicate that Instagram and TikTok are used to convey information whilst building relationships with prospective clients from the SME sector, government departments and business owners. Instagram is utilised more actively through educational content, tips, promotions, documentation, Reels and timely content, whilst TikTok is used for educational content, ice-breakers and AMC Academy activities. Audience response is evident from content engagement and the fact that prospective clients have contacted the AMC Academy regarding SME mentoring services and agribusiness training. However, the effectiveness in terms of business conversion cannot yet be determined as data on registrations, transactions and revenue generated from social media is not yet available. Limited human resources also pose a challenge in managing social media.]]>
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