ANALYSIS OF INSTAGRAM CONTENT ENGAGEMENT RATES AT THE UNIVERSITAS AMIKOM YOGYAKARTA LIBRARY BASED ON POST FORMAT
DOI:
https://doi.org/10.21154/pustakaloka.v18i1.13650Abstract
The growth of information and communication technologies has been accompanied by a
significant annual increase in internet usage. Internet usage is for accessing social media and
other services. Social media is used by today's youth as a source of information. Therefore,
libraries, as information providers, must adapt to these social media. The Amikom University
Library, whose audience is aware of these developments, is required to disseminate information
and promote its content through social media. The Amikom University Library uses various social
media platforms, one of which is actively used is Instagram. The success of information
dissemination cannot be measured by the number of followers but by the engagement rate.
Engagement rate can also be interpreted as the level of interaction or audience response to a post.
This study aims to determine the engagement rate achieved by the Amikom University Library
through its Instagram content. The study used a descriptive quantitative approach, with data
collection methods including documentation, interviews, and non-participant observation. The
results of the study indicate that the engagement rate at the Amikom University Library is
classified as high, at 5.35%. With the highest value in carousel-format posts at 6.67% and the
lowest in single-image format posts at 4.03%, reel posts are in the middle between carousel and
single-image posts, at 5.34%.
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