Implementasi Dan Evaluasi Instagram Paid Ads Dalam Meningkatkan Brand Awareness Pada UMKM Cemilan Rakyat

Authors

Sofia Wulansari Universitas AKI Semarang
Sinta Tridian Galih Universitas AKI Semarang
Satrio Agung Prakoso Universitas AKI Semarang

DOI:

Abstract

This study aims to examine the implementation and evaluate the effectiveness of Instagram Paid Ads in increasing brand awareness at the SME Snacks People, a homemade snack business in Semarang. The research method used is a descriptive-comparative approach by comparing data before and after the implementation of a paid advertising campaign. The types of ads used include Feed Ads, Story Ads, and Reels Ads, with evaluation based on reach, impressions, engagement, follower growth, and the number of Direct Messages (DM) obtained through the Metricool analytics tool. The results show that all indicators experienced a significant increase after the implementation of Instagram Paid Ads. Account reach, interaction levels, and follower growth increased consistently throughout the campaign period. Determining factors for success include audience targeting accuracy, content creativity, and the use of real-time data analysis. The conclusion of this study confirms that the use of Instagram Paid Ads is effective in increasing brand awareness and is an efficient digital promotion strategy for SMEs with limited budgets.

Keywords: Brand Awareness, Digital Strategy, Instagram Paid Ads, Social Media, UMKM.

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