TRAINING ON THE USE OF INSTAGRAM AS A MARKETING COMMUNICATION TOOL FOR MSMES IN TEBET DISTRICT
Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a vital role in supporting local economies in Indonesia. However, many MSMEs still face significant challenges in utilizing digital platforms effectively, particularly Instagram, as a strategic marketing communication tool. This community service program was designed to enhance the digital marketing capacity of MSMEs in Tebet District through four structured stages: socialization, training, mentoring, and evaluation.
The program began with socialization to identify participants’ needs, analyze their current practices, and establish a baseline of digital literacy. The training stage provided knowledge of digital marketing communication strategies, content planning, and the use of Instagram features such as Stories, Reels, and Insights. Mentoring and assistance offered continuous guidance and personalized feedback, enabling participants to apply new knowledge in practice. Finally, evaluation measured improvements in skills, confidence, and content engagement while gathering feedback for future development.
Results showed that MSMEs demonstrated significant progress in creating structured content schedules, designing consumer-oriented messages, and managing two-way communication with their customers. Businesses also reported increased engagement, stronger customer interactions, and more effective use of limited resources. These outcomes highlight that Instagram, when strategically managed, can serve as an affordable yet powerful tool for enhancing brand visibility and customer loyalty.
In conclusion, the program successfully achieved its objectives by equipping MSMEs with practical digital marketing competencies. The initiative emphasizes the importance of community-based interventions in fostering digital literacy, entrepreneurial
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