IMPLEMENTASI STRATEGI DIGITAL MARKETING PADA AKUN INSTAGRAM @LEADNEX.ID DALAM UPAYA MENJANGKAU SEGMENTASI PASAR BARU

Abstract

The growth of Instagram users in Indonesia, exceeding 100 million active accounts, positions the platform as a strategic channel for businesses reaching new market segments. LeadNEX, an AI-based hybrid learning platform under PT Leadership Nasional Asia, faces the challenge of expanding its target segmentation from professionals to university students during the soft launching phase of the @leadnex.id account. This study examines digital marketing strategy implementation on the account to reach new market segments, describes content management aligned with young audience characteristics, and identifies influencing factors. A descriptive qualitative approach was applied through participatory observation, in-depth interviews with two key informants from the company, and literature review during an internship period from January 26 to May 10, 2026. Results indicate that LeadNEX implemented a structured strategy through profile optimization, three content format distribution (Feed, Reels, and Stories), and a marketing funnel from awareness to conversion. Visual consistency through a corporate color palette and uniform AI voiceovers in Reels progressively strengthened brand identity. Instagram Insight data recorded a total reach of 4,080, with 48.8 percent from non-followers, confirming Reels’ effectiveness in expanding new market exposure. Research-based educational content management further sustained organic audience engagement. Limited team capacity, dependence on external visual resources, and Instagram algorithm dynamics emerged as primary barriers. Leveraging AI for content calendar management and enhancing interactive content are recommended as key strategic priorities for LeadNEX going forward.