Instagram as a Game Changer for the Transformation of Indonesian MSME Communication Strategies in the Digital Era

‎ Bustami; Alya Rahmayani Siregar; Azrai Harahap; Abdul Haris Lubis; Mahardhika Sastra Nasution; ‎ Zulham; Hasan Sazali

Article Details

Instagram as a Game Changer for the Transformation of Indonesian MSME Communication Strategies in the Digital Era

Authors:

‎ Bustami | Alya Rahmayani Siregar | Azrai Harahap | Abdul Haris Lubis | Mahardhika Sastra Nasution | ‎ Zulham | Hasan Sazali

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.10 Issue 32, pp.64-73

Document Type:

Article

Publication Date:

12/2025

Document Language:

English

Document ID (Org No.):

2001515295

pISSN:

2518-668X

Keywords:

Abstract:

 This study examines changes in communication strategies implemented by MSMEs in Indonesia through the use of Instagram as a digital platform that has revolutionized the way businesses operate. In today’s digital era, MSMEs in Indonesia face challenges to adapt to changing consumer behavior and increasingly competitive market dynamics. The purpose of this study is to investigate the role of Instagram as a key factor in the transformation of MSME communication strategies, identify the digital adaptation patterns applied, and evaluate the effectiveness of using Instagram features in business development. The method used is qualitative with a case study approach on MSMEs in Indonesia that have successfully transformed their businesses through Instagram. Data collection is carried out through digital observation and analysis of social media content. The results of the study show that Instagram plays an important role in changing the paradigm of MSME business communication from a traditional approach to a digital-based approach. This transformation includes: (1) shifting marketing strategies from offline to online, (2) optimizing visual storytelling through creative content, (3) leveraging Instagram features to improve customer engagement, and (4) using data analytics to support business decision-making. This research contributes to the development of a digital communication strategy model for MSMEs in Indonesia and offers practical recommendations for MSME actors in optimizing their digital presence in the digital transformation era.

Article Details

Instagram as a Game Changer for the Transformation of Indonesian MSME Communication Strategies in the Digital Era

Authors: ‎ Bustami | Alya Rahmayani Siregar | Azrai Harahap | Abdul Haris Lubis | Mahardhika Sastra Nasution | ‎ Zulham | Hasan Sazali

Publisher: KnE Social Sciences

Journal: KnE Social Sciences Vol.10 Issue 32, pp.64-73

Document Type: Article

Publication Date: 12/2025

Document Language: English

Document ID (Org No.): 2001515295

pISSN: 2518-668X

Instagram

MSMEs

digital transformation

communication strategy

social media

Issues

Authors:

‎ Bustami | Alya Rahmayani Siregar | Azrai Harahap | Abdul Haris Lubis | Mahardhika Sastra Nasution | ‎ Zulham | Hasan Sazali

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.10 Issue 32, pp.64-73

Document Type:

Article

Publication Date:

12/2025

Document Language:

English

Document ID (Org No.):

2001515295

pISSN:

2518-668X