STRATEGI DIGITAL BRANDING PADA MEDIA SOSIAL INSTAGRAM DIREKTORAT JENDERAL INFRASTRUKTUR DIGITAL

Abstract

Instagram has become one of the communication channels increasingly utilized by government institutions to distribute information and strengthen institutional presence in digital spaces. This study examines the digital branding strategy implemented through the Instagram account of the Directorate General of Digital Infrastructure (@infrastrukturdigital). A qualitative descriptive approach was applied using observation, interviews, and documentation as data collection techniques. The findings indicate that Instagram is managed through a variety of content formats, including educational posts, public awareness content, institutional activity documentation, and information regarding programs and regulations related to digital infrastructure. The account also demonstrates efforts to maintain a consistent visual identity through the use of infographics, reels, and carousel posts to make information more accessible and easier for audiences to understand. The study highlights that Instagram serves not only as an information-sharing platform but also as a communication medium that supports institutional identity, public understanding, and a more adaptive form of digital engagement.