Penggunaan Media Sosial Instagram sebagai Media Promosi untuk Menaikkan Brand Awareness PT Jasa Raharja Perwakilan Surabaya

Instagram, a social media application that is highly popular among the public, must be utilized effectively and efficiently by creating engaging content to promote its products in order to enhance brand recognition.Promoting on social media Instagram has become a strategic solution to reach a wider audience more effectively and is an effort by the company to continuously improve quality.This study aims to determine the utilization of Instagram social media by PT Jasa Raharja Perwakilan Surabaya in increasing @jasaraharja.surabaya.This brand research awareness on the account uses qualitative research methods.Data collection used observation, interviews, documentation, and literature study techniques.The informant in this study consists of 1 person, who is a mentor.The theory of this research uses the 4C as a promotional medium, showing that the utilization of Instagram social media in building brand awareness is carried out in the form of (1) content strategy by utilizing Instagram features (2) context of a message formed in educational and informative content.(3) communication that is established with the community to foster understanding of the conveyed message (4) collaboration to build partnerships with other companies(5) connection maintaining relationships with the community.