Strategi Instagram dalam Membangun Brand Awareness Wised Official

Abstract, In today’s digital age, Instagram plays a key role in building brand awareness in the fashion industry. Wised Official, a local fashion brand established in 2019, utilizes Instagram to engage with audiences amid intense competition. This study examines Wised Official’s Instagram strategies in building brand awareness through a qualitative approach involving in-depth interviews, content analysis, and observation. Research objectives include analyzing effective content and caption strategies, evaluating audience engagement, and identifying challenges faced. The study involved key informants: the brand owner, head of marketing, and audiences. These subjects were selected based on their insights and direct involvement in implementing Instagram marketing strategies. Findings reveal that Wised Official applies a content strategy emphasizing high-quality visuals, persuasive captions, and influencer collaborations to enhance engagement. Additionally, the brand structures its content based on four main pillars: education, trends, activation, and promotion—targeting diverse audience segments. Despite limitations in resources and competition with larger brands, Wised Official demonstrates consistency in leveraging Instagram for branding purposes. This research provides insights into how local fashion brands can strategically use social media to strengthen brand presence and connect with their target market. Abstrak, Di era digital saat ini, Instagram menjadi alat utama dalam membangun brand awareness di industri fashion. Wised Official, merek fashion lokal yang berdiri sejak 2019, memanfaatkan platform ini untuk menjangkau audiens di tengah persaingan ketat. Penelitian ini menganalisis strategi Instagram Wised Official dalam membangun brand awareness menggunakan pendekatan kualitatif melalui wawancara mendalam, analisis konten, dan observasi interaksi. Tujuan penelitian mencakup analisis strategi konten dan caption, evaluasi keterlibatan audiens, serta identifikasi tantangan yang dihadapi. Subjek penelitian terdiri dari pemilik, kepala pemasaran, dan audiens, dipilih berdasarkan pengalaman mereka dalam strategi pemasaran Instagram. Hasil penelitian menunjukkan bahwa Wised Official menerapkan strategi konten dengan visual berkualitas tinggi, caption persuasif, dan kolaborasi bersama influencer untuk meningkatkan engagement. Selain itu, strategi konten disusun berdasarkan empat pilar utama: edukasi, tren, aktivasi, dan promosi untuk menjangkau berbagai segmen audiens. Meski dihadapkan pada keterbatasan sumber daya dan persaingan merek lain, Wised Official tetap konsisten memanfaatkan Instagram secara strategis. Penelitian ini memberikan wawasan mengenai penggunaan media sosial sebagai sarana branding di industri fashion lokal.