Strategi Digital Marketing melalui Instagram: Peningkatan Publikasi dan Brand Visibility PT PLN UP3 Surabaya Utara

Abstract

The development of social media has encouraged companies to utilize it as a strategic medium for corporate publication and the enhancement of brand visibility. One of the most widely used platforms is Instagram, which relies on the strength of visual content and has a broad and diverse audience reach. This study aims to analyze the Instagram content management strategy of PT PLN UP3 Surabaya Utara in supporting corporate publication and improving brand visibility. This research employs a qualitative descriptive method, with data collection techniques consisting of observation and interviews. The results indicate that Instagram content management is conducted systematically through the stages of planning, production, and publication, with the implementation of a consistent visual concept aligned with the company’s identity. This strategy has been shown to contribute to increased brand visibility and to strengthen the corporate image of PT PLN UP3 Surabaya Utara on social media. The study confirms that well-planned and consistent digital content management plays an important role in supporting the effectiveness of corporate communication and publication in the digital era.