Development of interaction guidelines for small businesses that use Instagram as a promotional tool.

Social media has become the main intermediary for communication between entities, connecting individuals with one another, individuals and online representations of products or services to connect individuals with an interest in a particular topic. Social media is the result of technological product innovation which has a primary characteristic, namely the existence of social interaction and the response it receives occurs instantly. Some forms of communication can be textual, verbal or visual. According to Sharma et al., (Kujur and Singh, 2020) as much as 75% of all information processed in the human brain comes from visual communication. Therefore, visual content shared on social media is easier to remember, understand and has a direct impact on human emotions (Manic, 2015). In general, social media platforms can display various types of content uploaded by users. However, each social media platform has its own advantages and a distinct user base. Manovich (Leaver et al., 2020) suggests that if Facebook is used for social communication, Twitter for news and link exchange, Flickr for image archiving, Instagram is used for visual communication aesthetically.

Instagram is a visual-based social media platform that is most widely used in Indonesia (Digital 2020 Indonesia, 2020). The growth of Instagram users is in line with the popularity of mobile photography, which makes it easier for users to create visual content. Instagram has a role in editing and sharing content with people close to you and to a wider audience. The mass use of mobile photography gives Instagram room to continue to grow and add the latest features influenced by user behavior. Now, Instagram is not only used for personal gain, but can also be used for group interest and the variety of content that is produced is entirely designed by users with their respective goals. Brett Westervelt, Instagram product design manager (Dadich, 2019) states that Instagram is indeed designed as a tool to express oneself and is intended to showcase the work made by the audience. The freedom of expression accommodated by Instagram directs its users to use the platform as creatively as possible. Ted Boda, Instagram product design manager (Dadich, 2019), added that Instagram is not only limited to content but also strengthens relationships with other people and things of interest. As such, a lot of interesting content is found on various topics. The responses received by content creators are no longer in the form of instant gratuities such as likes, comments and shares. However, the impact can also be felt on improving financial well-being.

…