Optimizing the Digital Communication Strategy of By MomentWedding’s Instagram Account to Build Brand Image ThroughPromotional Media

Abstract

The development of social media today has driven significant changes in digital communication
strategies, particularly within service industries such as wedding organizers. Instagram, with its
strong visual appeal, has become an effective medium for building brand image as well as a
promotional tool. This study aims to analyze the digital communication strategy implemented by
the Instagram account of By Moment Wedding as a promotional medium in building its brand
image. This research employs a qualitative approach using a case study method. Data were collected
through content observation on Instagram, interviews with By Moment Wedding’s internal team,
and documentation of audience interactions. The findings reveal that By Moment Wedding applies
strategies such as visual consistency, storytelling through captions, the use of reels and behind-thescenes
content, and interactive features to strengthen communication with the audience. These
strategies have successfully built a professional and trustworthy brand image, although challenges
remain in expanding reach and increasing engagement.