Content Marketing Strategies via Instagram for Indonesian Libraries

The ability to develop content marketing strategies is an emerging skill in the digital marketing world. By using Instagram, a prominent social media platform, marketers can post pictures with interesting captions, popular hashtags and distinctive pattern of object arrangement and selection. Numerous libraries in Indonesia manage their own Instagram accounts for the same reason of offering greater possibilities in knowledge access and discovery. This paper aims to examine how libraries develop content marketing strategies in Instagram and their challenges in developing the strategies. This study is developed by conducting quantitative and qualitative approach combining surveys, observation and broad literature reviews to obtain holistic insights. The findings indicate that in general, Indonesian libraries’ Instagram accounts still have a lot of room for improvement and opportunity to deal with the challenges, and can benefit from studying and implementing a more refined and well-managed content marketing strategy.