Konten Media Sosial Sebagai Sarana Promosi Album Musik (Analisis Isi Pada Akun Instagram Hindia @wordfangs)

The development of social media in the digital era has significantly influenced promotional strategies within the music industry. As one of the most popular platforms, Instagram is utilized by musicians to build their public image while marketing their work. This study aims to identify the types of social media content used by the Instagram account @wordfangs (Hindia) to promote his music albums and to analyze the communication strategies reflected in those posts.

This research refers to the concept of social media as a digital interaction space based on user-generated content (Kaplan & Haenlein), focusing on Instagram’s interactive features that build engagement. Social media content—comprising text, images, and video—plays a vital role in promotion and brand awareness. Furthermore, Horkheimer and Adorno’s Culture Industry theory serves as a framework to view music as a product marketed through branding strategies.

A content analysis method is employed to identify promotional content patterns on the @wordfangs account. This study utilizes a quantitative approach, where the unit of measurement is the frequency of posts uploaded to the feed. To ensure data validity, inter-coder reliability was calculated using Holsti’s formula, with a minimum tolerance threshold of 70% (0.7). Additionally, Scott’s Pi formula was applied to strengthen the reliability test results. The study analyzed a sample of 62 screenshots from the @wordfangs Instagram account, categorizing content based on format (photos, videos, and posters) and nature (informative, persuasive, and entertainment).