THE EFFICACY OF INSTAGRAM ADVERTISEMENTS AS A PROMOTIONAL TOOL FOR GERMAN LANGUAGE LEARNING CONTENT AT GERMANAURA: A NETNOGRAPHIC STUDY

Abstrak

Pertumbuhan pesat Instagram di Indonesia membuka peluang baru untuk promosi edukasi digital, khususnya dalam pembelajaran bahasa Jerman melalui akun Germanaura. Kajian ini bertujuan menganalisis efektivitas Instagram Ads dalam mempromosikan konten pembelajaran bahasa Jerman, dengan fokus pada jangkauan audiens, keterlibatan, kesadaran, dan faktor penentu keberhasilan kampanye. Metode kualitatif dengan pendekatan netnografi digunakan melalui wawancara enam peserta Germanaura, analisis data Instagram, dan telaah literatur. Analisis dilakukan menggunakan NVivo 15, mencakup visualisasi word cloud, coding tematik, dan hierarchy chart. Hasil penelitian menunjukkan Instagram Ads secara signifikan meningkatkan jangkauan, impresi, klik tautan, dan tingkat konversi dibandingkan promosi organik. Keberhasilan kampanye tidak hanya ditentukan oleh frekuensi atau anggaran, tetapi juga kejelasan pesan, kekuatan visual, interaktivitas, dan relevansi konten. Partisipan menyoroti pentingnya akses materi, fitur interaktif, dan konsistensi konten, serta tantangan seperti kejenuhan iklan dan pengelolaan biaya. Penelitian ini menyimpulkan bahwa Instagram Ads, jika dipadukan dengan pengelolaan konten yang sistematis dan evaluasi berbasis data, merupakan strategi efektif untuk meningkatkan partisipasi masyarakat dalam pembelajaran bahasa Jerman melalui media sosial, serta dapat menjadi acuan strategi komunikasi digital bagi institusi pendidikan.

The rapid growth of Instagram in Indonesia has created new opportunities for digital education promotion, particularly in the field of German language learning through the Germanaura account. This study aims to analyze the effectiveness of Instagram Ads in promoting German language learning content, with a focus on audience reach, engagement, awareness, and the key factors contributing to campaign success. A qualitative method with a netnographic approach was employed, utilizing interviews with six Germanaura participants, analysis of Instagram data, and a literature review. Data analysis was conducted using NVivo 15, encompassing word cloud visualization, thematic coding, and hierarchy charts. The findings demonstrate that Instagram Ads significantly enhance reach, impressions, link clicks, and conversion rates compared to organic promotion. The success of the campaign is influenced not only by frequency or budget, but also by message clarity, visual appeal, interactivity, and content relevance. Participants emphasized the importance of accessible materials, interactive features, and content consistency, while also highlighting challenges such as ad fatigue and cost management. This study concludes that Instagram Ads, when combined with systematic content management and data-driven evaluation, represent an effective strategy to increase public participation in German language learning via social media, and can serve as a reference for digital communication strategies in educational institutions.