Strategi Pengelolaan Instagram @indonesiabeachvolleyball Untuk Meningkatkan Engagement Timnas Voli Pantai Indonesia

Abstract

In the digital era, social media is vital for sports teams to build fan engagement. This research focuses on the Instagram account of the Indonesian National Beach Volleyball Team, @indonesiabeachvolleyball, which has low engagement despite the team's international achievements. This study aims to analyze the management strategy of this Instagram account to enhance audience engagement. Using a descriptive qualitative method, data was collected through in-depth interviews with the account admin, observation, and documentation. The findings indicate that the management strategy involves content planning focused on training and match information, utilization of various Instagram features (feeds, reels, live, stories), and consistency in posting during tournaments. However, the strategy is not yet optimal due to a lack of content variety, minimal interactive elements, and an unstructured posting schedule. The study concludes that a more innovative and interactive content strategy, supported by a structured content calendar, is necessary to significantly increase engagement and build the sport's popularity in Indonesia.