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Instagram’s visual and interactive features are helping small businesses expand their market reach and strengthen consumer recognition, according to a 2026 study conducted by Muh. Zein Abdullah, Suryani Bunga Batara, Harnina Ridwan, Sarmadan, Syaifudin, Bakri Yusuf, Megawati Asrul Tawulo, Sulsalman Moita, and Muhammad Arsyad from Halu Oleo University, Indonesia. Published in the Jurnal Multidisiplin Madani (MUDIMA), the research found that optimized Instagram content—particularly through Reels, Stories, local hashtags, and consistent visual branding—significantly improves brand awareness for Micro, Small, and Medium Enterprises (MSMEs) in Kendari City. The findings highlight how digital communication strategies can help local businesses compete in increasingly crowded online markets.
Social Media Becomes Essential for Small Business Growth
The rapid expansion of digital communication technologies has transformed how businesses interact with customers. For MSMEs, social media platforms have become cost-effective tools for promotion, customer engagement, and brand building.
Among available platforms, Instagram has emerged as one of the most influential marketing channels because of its visual format and interactive features. Businesses can showcase products through photos, videos, Stories, and Reels while engaging directly with consumers through comments, messages, and shares.
For many local businesses in Indonesia, brand awareness remains a major challenge. Consumers are exposed to thousands of products daily, making it difficult for smaller brands to gain recognition. As competition intensifies, understanding how Instagram content can improve visibility has become increasingly important.
The researchers focused on MSMEs in Kendari City, Southeast Sulawesi, where many local entrepreneurs actively use Instagram to promote products but often struggle to maximize the platform’s potential.
Combining Surveys and Interviews with Business Owners
The study used a mixed-methods approach, combining quantitative surveys with qualitative interviews.
Researchers collected data from Instagram users and MSME owners in Kendari City to evaluate how different content strategies affect brand awareness. The analysis examined several key factors, including:
- Instagram Reels usage
- Instagram Stories usage
- Local hashtag implementation
- Content consistency
- Visual quality
- Audience engagement
Survey data measured engagement indicators such as likes, comments, shares, reach, and follower growth. Interviews with business owners provided additional insights into content strategies, challenges, and customer interactions.
This combination of numerical data and personal experiences allowed the researchers to evaluate both the measurable and practical impacts of Instagram marketing.
Reels Deliver the Strongest Growth in Visibility
One of the study’s most significant findings concerns the effectiveness of Instagram Reels.
Among 100 MSMEs surveyed:
- 78% reported increased account impressions after using Reels.
- Engagement levels increased by an average of 40%.
- Reach through Reels was approximately three times higher than regular Instagram posts.
- 72% gained new followers after posting Reels consistently at least three times per week.
Businesses that incorporated local cultural elements, regional language, and Kendari-specific themes into their Reels experienced even higher engagement rates.
According to the researchers, Reels function as more than entertainment content. They provide an opportunity for MSMEs to create stronger emotional connections with local audiences while expanding product visibility beyond existing followers.
Stories Strengthen Customer Interaction
Instagram Stories also proved highly effective for increasing customer engagement.
A survey involving 30 MSME Instagram accounts found that:
- 83% experienced increased interaction through direct messages, poll responses, and link clicks.
- Businesses posting Stories three to five times per week recorded average interaction increases of 25%.
- Those posting more than five Stories weekly achieved average interaction growth of 35%.
The researchers found that interactive features such as polls, question boxes, and links encourage two-way communication, making consumers feel more connected to the brand.
This continuous interaction helps businesses remain visible in consumers’ daily social media experiences, reinforcing brand recognition over time.
Local Hashtags Expand Market Reach
The study also identified local hashtags as a powerful tool for improving product discovery.
Popular hashtags used by Kendari MSMEs included:
- #UMKMKendari
- #FotoProdukKendari
- #KendariJualBeli
Among 50 MSME owners surveyed:
- 80% reported wider audience reach after using local hashtags.
- Reach increased by approximately 40% to 45% per post.
- 72% of followers stated they interacted more frequently with brands using local hashtags.
The researchers explain that localized hashtags connect businesses with audiences already interested in products from specific geographic areas. This targeted visibility increases the likelihood of engagement and potential sales.
Consistent Branding Improves Recognition and Trust
Beyond individual Instagram features, content consistency emerged as a critical factor in building brand awareness.
Survey results showed that:
- 78% of MSMEs experienced positive results from maintaining visual consistency, including logos, colors, and design styles.
- 70% benefited from consistent posting schedules.
- 72% reported stronger consumer recognition of their brands.
Businesses that maintained a clear visual identity experienced improvements in engagement and customer trust. The study estimates that consistent content strategies contributed to a 25%–30% increase in brand awareness within six months.
The findings suggest that audiences are more likely to remember brands that communicate with a recognizable style and predictable content schedule.
Instagram Optimization Delivers Measurable Business Results
The overall impact of Instagram optimization was substantial.
Among 30 MSMEs surveyed:
- Average follower counts increased from 850 to 1,450.
- Average interactions per post rose from 25 to 68.
- Online store traffic increased from 12 daily visits to 31 daily visits.
- Consumer awareness generated through Instagram rose from 38% to 73%.
These results demonstrate that effective Instagram management can directly influence customer discovery, engagement, and business visibility.
The most successful content strategies combined educational product information, customer testimonials, seasonal promotions, and storytelling that highlighted local culture and product uniqueness.
Implications for MSMEs and Digital Marketing
The study offers practical guidance for entrepreneurs, marketers, and policymakers seeking to strengthen local business competitiveness.
For MSMEs, the findings suggest that success on Instagram requires more than frequent posting. Businesses benefit most when they:
- Use Reels consistently.
- Post interactive Stories regularly.
- Incorporate local hashtags.
- Maintain a consistent visual identity.
- Create audience-centered storytelling content.
For digital marketing practitioners, the research highlights the growing importance of authenticity, local relevance, and interactive communication.
For policymakers and business development agencies, the findings demonstrate how digital literacy and social media training programs can help MSMEs expand market access and strengthen economic resilience.
Researchers Emphasize Strategic Communication
According to Muh. Zein Abdullah and colleagues from Halu Oleo University, Instagram should be viewed not merely as a promotional platform but as a strategic communication channel capable of building long-term relationships between businesses and consumers.
The researchers conclude that content optimization through Reels, Stories, local hashtags, visual consistency, and engagement-focused communication significantly improves audience reach, consumer interaction, and brand recognition. They emphasize that effective digital marketing depends on creating relevant, creative, and audience-oriented content rather than simply increasing posting frequency.
Author Profile
Muh. Zein Abdullah is a researcher and academic at Halu Oleo University, Indonesia, specializing in digital communication, marketing, media studies, and business development. This research was conducted in collaboration with Suryani Bunga Batara, Harnina Ridwan, Sarmadan, Syaifudin, Bakri Yusuf, Megawati Asrul Tawulo, Sulsalman Moita, and Muhammad Arsyad, all affiliated with Halu Oleo University and engaged in research related to communication, social sciences, entrepreneurship, and digital marketing.
Source
Article Title: Optimizing Digital Content on Instagram to Enhance Brand Awareness of MSMEs Products in Kendari City
Journal: Jurnal Multidisiplin Madani (MUDIMA)
Publication Year: 2026
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