Content-Driven Instagram Marketing and Brand Awareness: Evidence from SMEs in Indonesia’s Ornamental Fish Industry
Keywords:
Instagram marketing, brand awareness, SME digital strategy, social media marketing, content marketing.Abstract
Background: Small and medium enterprises (SMEs) in niche markets face significant challenges in building brand awareness through digital channels. Despite the widespread adoption of Instagram as a marketing platform, many SMEs lack structured content strategies and professional digital presence, resulting in minimal follower engagement and limited market reach.
Objective: This case study examines the implementation and effectiveness of a comprehensive Instagram marketing strategy designed to enhance brand awareness and business performance for a small ornamental fish retail business in Pontianak, Indonesia.
Methods: A two-month intervention study was conducted from April to May 2025, implementing the AIDA framework through Instagram. The intervention included 22 video reels, educational content, and promotional materials. Data were collected through Instagram Insights and sales records.
Results: Instagram followers increased from 82 to 224 (173.2% growth), profile visits surged by 657.0%, and account reach improved by 1,274%. Sales revenue increased from IDR 36,668,000 to IDR 51,953,000 (41.68% growth), exceeding the initial 5% target by more than eight-fold.
Conclusion: Strategic, content-driven Instagram marketing can substantially enhance brand awareness and business performance for SMEs in niche markets. Success factors include consistent high-quality content production, audience-targeted messaging, and strategic use of platform features.
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