Instagram Social Media Data Analysis as a Skincare Business Development Strategy in Indonesia

The awareness among the general public regarding the usage of skincare products has played a significant role in the growth of locally produced skincare items in Indonesia. Undoubtedly, this growth has been influenced by the prevalence of social media. The purpose of this study was to examine whether skincare companies have effectively utilized their social media accounts as a means of promoting and expanding their businesses. In order to gather data for this research, analytical tools such as inflact.com and analisa.io were employed, along with manual data collection methods from the Instagram accounts of various skincare companies. To support the analysis, engagement rates of each of the analyzed skincare companies were also calculated with descriptive statistics like mean, count, and sum. The mean of the engagement scores was calculated and it was found that the overall engagement rate for all the companies is 0.13%, which represents moderate dispersion of the businesses’ activity on social media. The findings of this study revealed that in terms of the number of followers and posts, skincare company ST demonstrated the highest level of engagement, as evident from its engagement rate of 0.29%.