@veedfox Instagram Account’s Digital Communication Strategy for Building Brand Awareness

The rapid development of digital technology has transformed the way organizations communicate with their audiences. Social media, plays a vital role in building relationships, and strengthening brand awareness. @veedfox, an independent digital media platform, uses Instagram to share news and educational content aimed at a young audience. This study examines the digital communication strategy of the @veedfox Instagram account in relation to brand awareness. It employs a descriptive qualitative approach, drawing on Middleton’s communication strategy framework—communicator, message, medium, audience, and effect—and David Aaker’s Brand Awareness Pyramid. Data were collected through in-depth interviews, observation, and documentation. The findings indicate that @veedfox uses a structured communication strategy characterized by role division, audience-oriented messages, consistent visual presentation, and the use of Instagram features, particularly Feed and Reels. The findings suggest that the account has established Brand Recognition and Brand Recall among the interviewed audience, while Top of Mind has not been consistently achieved. The study highlights the importance of connecting communication processes with audience-based evidence of brand awareness.