Content Analysis Of Social Media Platform Instagram Binus Tv (Period September 2022 - December 2022)

Abstract

The shift in technology from conventional to digital is a great opportunity for people to maximize social media's utility in all fields, one of which is marketing with digital content through the Instagram platform. Through the approach of content marketing theory and conceptual types of social media posting categories, this research aims to reveal what types of content categories are applied to Instagram posts, as well as what forms of categories and types of content dominate BINUS TV's Instagram. Conducted with a quantitative method in the form of descriptive content analysis of 235 content posts on BINUS TV's Instagram for the period September 2022-December 2022, the results of this study describe the data description of the categories and types of posts applied to BINUS TV's social media accounts. Through content analysis and reliability test results by two coders with a reliability value of 85%, it was found that informative content became the most popular post category with a percentage of 55.7% among other post categories. Meanwhile, the most common type of content posted on the BINUS TV account is video, with a percentage of 53.2%. This number makes video posts the type of content that dominates BINUS TV account posts according to the period mentioned.