Content Development Strategies of Instagram Accounts of Public University Libraries in Indonesia

Abstract

This study explores the development of Instagram content strategies within non-commercial institutions such as libraries, a field that remains under-researched compared to commercial entities. Most previous studies on library Instagram accounts have focused on the platform’s use for image-building and promotion. Therefore, this research aims to analyze content development strategies on the Instagram accounts @perpustakaan_ugm, @perpustakaan_upi, and @ublibrary—three public university library accounts with the highest number of followers. This qualitative research adopts a descriptive approach to interpret strategies based on the POST Method (People, Objectives, Strategy, Technology) by Li and Bernoff. Data were collected through observation, interviews, and documentation. First, observations were made on the three Instagram accounts and the creative processes within the libraries. Second, semi-structured interviews were conducted with the libraries' social media managers using probing questions. Third, documentation included secondary data from internal documents and Instagram analytics. The findings show that content development strategies in the three libraries involve identifying target audiences, setting specific communication objectives, planning creative and relevant content, and utilizing supporting technologies. This study recommends that libraries consistently leverage analytics and emerging technologies to enhance creativity and relevance on social media.