Marketing Communication Strategy through Instagram in Enhancing the Personal Branding of Wedding Photography Vendors
Strategi Komunikasi Pemasaran melalui Instagram dalam Meningkatkan Personal Branding Vendor Fotografi Pernikahan
Keywords:
Instagram, Marketing Communication, Personal Branding, Wedding PhotographyAbstract
This study aims to analyze the marketing communication strategy implemented by the Instagram account @wbppresent in building personal branding as a wedding photography vendor. The background of this research is based on the increasing competition in the creative industry, particularly in wedding documentation services, which requires business actors to utilize social media strategically.This research employs a descriptive qualitative approach with data collected through observation of the @wbppresent Instagram account and in-depth interviews with the account owner. Thematic analysis was carried out by focusing on visual elements, digital narratives, and patterns of audience interaction. The research was conducted at VVIP Studio Sidoarjo over a period of two days. The findings show that @wbppresent consistently uses Instagram features such as feed, reels, and stories to deliver emotional visual messages, build closeness with the audience, and strengthen brand identity through a distinctive visual style. Active engagement, emotional narratives, and consistent tone play a key role in building trust and client loyalty. In conclusion, Instagram functions not only as a promotional tool but also as a strategic platform to shape a professional image and enhance brand competitiveness. The marketing communication strategy implemented by @wbppresent proves effective in building audience loyalty and reflects the relevance of Integrated Marketing Communication (IMC) theory in the context of creative service industries
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