Strategy To Increase Followers and Account Reach Social Media Instagram PT. Bank SUMUT

Abstract

The rapid advancement of digital technology and Communication has transformed marketing strategies, with social media emerging as a crucial tool for business engagement. Instagram, as one of the most popular platforms, plays a vital role in enhancing brand visibility and customer interaction. This study aims to analyze and develop effective strategies to increase followers and account reach on PT. Bank Sumut’s official Instagram account. The research adopts a mixed-method approach, combining quantitative and qualitative analysis. Quantitative data is gathered from Instagram Insights to examine key metrics such as engagement rate, follower growth, and content reach. Additionally, qualitative Insights are obtained through in-depth interviews with the Bank’s Marketing Communication team and surveys conducted with 100 active followers. The study employs the SOSTAC framework to systematically evaluate the situation, define objectives, formulate strategies, and implement tactics for improving social media performance. Preliminary findings indicate that follower growth and content reach remain suboptimal compared to competitors, despite increased marketing activities. Content quality, audience engagement, and algorithm optimization emerge as critical factors influencing Instagram performance. Strategies such as interactive campaigns, influencer collaborations, and targeted content distribution are identified as effective approaches to enhance visibility and user engagement. This research contributes to digital marketing literature by offering empirical Insights into social media optimization within the banking industry. It also provides practical recommendations for PT. Bank Sumut to enhance its social media strategy, ensuring greater outreach and engagement with potential customers.