Utilisation of instagram social media in telecommunication product promotion: Creative content study of IM3 Indosat Ooredoo Hutchison east java Indonesia

This study explores the growing utilisation of social media platforms for product promotion, particularly in the context of telecommunication companies leveraging Instagram as a pivotal medium for interacting with their target audiences. This study aims to examine the creative content strategy employed by Indosat Ooredoo Hutchison to promote its data package products on Instagram in the East Java region of Indonesia in 2024.A qualitative content analysis approach was employed to examine the characteristics of creative content, including content type, theme, visual style, and utilisation of Instagram features. The findings indicate that Indosat Ooredoo Hutchison employs a diverse array of content formats, including photographs, videos, and infographics, to showcase its data-package offerings. Thematic content includes the promotion of product features and benefits as well as the provision of educational information on technology and digital lifestyle topics. The visual style of the content was aligned with the company's brand identity by employing consistent colour schemes, typographies, and illustrations. Furthermore, Indosat Ooredoo Hutchison leveraged Instagram's interactive features to enhance user engagement. This study underscores the importance of a comprehensive content strategy that offers informative and relevant value to consumers while maintaining brand consistency.