Analysis of the implementation of digital content marketing through Instagram to enhance awareness of tour and travel organizer services

Abstract

PT Tourezia Cakra Inspira utilizes Instagram as a digital content marketing platform to increase audience awareness of its tour and travel services. However, the performance of awareness indicators, namely reach, impression, and follower growth, tended to fluctuate during the study period. This study aims to analyze the implementation and effectiveness of digital content marketing via Instagram in increasing audience awareness. This study employs a qualitative approach using interviews, observations, and documentation involving three key informants. The analysis conducted using the digital content marketing framework encompasses the planning, execution, evaluation, and measurement stages. The results indicate that PT Tourezia has implemented all stages of digital content marketing. However, the utilization of content audit results remains suboptimal, content composition is still dominated by informational content, there are differing interpretations regarding success indicators and content distribution, and evaluation results have not been systematically documented. These conditions contribute to fluctuations in reach and impression, while follower growth remains relatively limited. Therefore, improvements in the utilization of content audit results, content diversification, team coordination, and evaluation documentation are necessary to support more consistent growth in audience awareness through Instagram.