Strategi Instagram Content Marketing untuk Meningkatkan Penjualan pada Platform E-commerce Shopee (Studi Kasus Pada UMKM Binaan USU : Hael Beaute)

Abstract

This study examines use of Instagram content marketing strategies to increase sales on the Shopee e-commerce platform, with a case study of Hael Beaute, a USU-assisted MSME in Indonesia's beauty sector. The research focuses on declining customer engagement on Instagram.This issue persists despite Hael Beaute’s large follower base (over 25,000) and inconsistent sales performance between October 2024 and January 2025. The purpose of this research is to analyze the existing Instagram content marketing strategy, identify its challenges, and propose optimal improvements to enhance engagement and drive conversion on Shopee. This research employs a qualitative case study approach, using in-depth interviews with Hael Beaute’s management team and thematic analysis to examine current content strategies. The SOAR framework (Strengths, Opportunities, Aspirations, Results) was used to identify strategic recommendations. Data on sales transactions and Instagram engagement metrics were triangulated to validate findings.The results reveal that Hael Beaute’s Instagram marketing relied heavily on organic strategies with limited posting frequency. It lacked consistent scheduling, which contributed to a 96% drop in engagement between December 2024 and February 2025. Proposed optimizations include structured content calendars, use of engaging formats like Reels and Stories, improved call-to-action design, collaboration with micro-influencers, and paid amplification strategies. Systematic Instagram content marketing, when tailored to specific audience goals, can transform Instagram into an effective sales funnel for MSMEs like Hael Beaute.