Instagram Feeds for Commercial Purpose Based on the Carousel Posts from Indonesian Marketplace Accounts

Instagram is mobile-first destination or a place where people can share photos, videos and connect with people or communities. Carousel advertisements on Instagram are posts with more than one picture or video. Carousel advertisements considered as interactive advertising formats that have great potential to elevate consumers’ interactive and engagement experience. This study aims to look at a comparison of the message on Instagram carousel content from three Indonesian marketplaces and what type of content is considered more effective, also the effect of using carousel feature on e-commerce engagement and how e-commerce use Instagram carousel feature in implementing digital marketing activities. The research method used is a qualitative approach centered on Content Analysis, which consisted of collecting and analyzing data from Instagram feed content on three of the largest Indonesian marketplaces’ official Instagram accounts, Shopee, Tokopedia, and Lazada, over a six-month period, from January 2022 to July 2022. Through three experiments from e-commerce social media accounts in Indonesia, writers found that carousel ads are used to increase participants’ awareness and engagement to their company. Writers also found the type of content that fits the carousel ads and how effective these ads are to affect and attract people to look more at their Instagram feeds.