Instagram as a Branding and Advertising Tool in the Marketing of Drw Skincare at Rumah Cantik Cila

Abstract

This study explores the role of Instagram as a central platform in the marketing strategy of DRW Skincare at Rumah Cantik Cila. In the digital era, social media has transformed from a communication tool into an effective marketing instrument capable of integrating targeting, branding, advertising, and social media management. Using a qualitative descriptive case study approach, this research analyzes how Rumah Cantik Cila leverages Instagram’s features and management strategies to build brand awareness, expand market reach, and sustain customer engagement. Findings reveal that Instagram plays a pivotal role by offering professional account management, varied features such as feeds, stories, reels, live streaming, and paid advertising, as well as the ability to reach a broad audience across local and international markets. Figure 1 illustrates Instagram as a hub connecting social media management, varied features, and wide reach to the roles of both the owner and social media specialist. Figure 2 emphasizes the comprehensive integration of targeting, branding, advertising, and management into a cohesive marketing framework. Overall, Instagram enables Rumah Cantik Cila to not only increase sales but also foster brand loyalty through interactive and strategic engagement. This highlights Instagram’s significance as a powerful digital marketing platform for small businesses in the beauty industry