PEMANFAATAN FITUR KOLABORASI INSTAGRAM DALAM MEMPERLUAS JANGKAUAN AUDIENS RADIO LOKAL (Studi pada Pengelolaan Akun Instagram Radio Kosmonita 95.4 FM @Kosmonita_Official)

This research is motivated by the increasing use of social media by broadcasters, particularly radio stations, in response to changing audience media consumption patterns. Radio Kosmonita utilizes Instagram, including its collaboration feature, to expand its audience reach through posts that can be displayed on more than one account simultaneously. This study aims to determine how Radio Kosmonita 95.4 FM utilizes Instagram's collaboration feature to expand its audience reach through social media management as part of its radio management.

This study uses a constructivist paradigm with a descriptive qualitative approach. The research analysis was conducted using the Social Media Optimization (SMO) concept. Data collection techniques included in-depth interviews, observation, and documentation with the Digital Marketing Officer and parties involved in managing Radio Kosmonita's Instagram account.

The results of this study indicate that the collaboration feature is utilized through collaboration with agencies, institutions, communities, and internal radio personnel.
The utilization mechanism is carried out through several stages, starting from the collaboration agreement, designing the content concept, the production process in visual formats such as reels and feeds, and the simultaneous publication of content on two or more accounts. Utilizing this feature allows information to reach not only followers of the official Radio Kosmonita account but also the audiences of partner accounts. The success of this collaboration feature is influenced by the relevance of the content and the level of activity of the partner account. Nevertheless, the collaboration feature remains a key tool for organically increasing content reach and exposure.