Discovering Indonesian Higher Education Promotional Content through Instagram

摘要

Due to the part of social media marketing tool, Instagram enables higher education institutions to provide information for their stakeholder, especially to their prospective students. By leveraging content strategy through Instagram, colleges and universities can create content following the needs of prospective students as well as form a positioning brand as the desired higher education institution. The purpose of this study is to investigate the content categories of Instagram posts carried out by universities in Indonesia who is on the list of QS World University Rankings in reaching their stakeholder, especially for prospective students. The research method used is the content analysis by developing visuals and words posted via Instagram and differentiating them by using Correspondence Analysis. The object of this research is Instagram posts from Gadjah Mada University, University of Indonesia, BINUS University, and Telkom University. This study suggests that there are differences in the content strategy used by each university to enhance information for their stakeholder to branding their institution. "Event", "Campus Life", "Covid-19 Info" and "Overall info" have become the most popular Instagram content category that universities. The research results found that each university presents its uniqueness of content category.