Analisis Waktu Terbaik untuk Menerbitkan Konten di Instagram untuk Menjangkau Audiens

  • Adri Priadana Universitas Jenderal Achmad Yani Yogyakarta
  • Aris Wahyu Murdiyanto Universitas Jenderal Achmad Yani Yogyakarta
Keywords: social media analytics, Instagram data analytics, marketing on social media, marketing on Instagram, best time to post

Abstract

Instagram is a social media that allows us to easily promote products where one of them is done by publishing promotional content. However, posting promotional material at the right time to get an optimal response from the audience is a complex problem. This study aims to analyze the best publishing time to publish promotional content from 10 open trip service provider accounts on the Instagram platform. Researchers use the web scraping method to extract data from Instagram accounts and the aggregation, ordering, and selecting methods to analyze the best time. The basis used to determine the best time is the number of likes and comments on all posts. This research has succeeded in extracting Instagram's web data and analyzing post data from several Instagram accounts of open trip service providers. The results of this study indicate that each account has a different best time to publish content. For example, the best time to post content from an Instagram @hvtrip account is Friday between 20:00 and 20.59. The study can be used as a recommendation for Instagram account holders of open trip service providers regarding the best time to publish promotional content on Instagram to reach an optimal audience. Of course, this is not limited to Instagram accounts open service providers only.

Keywords: social media analytics, Instagram data, marketing, open trip services, the best time

 

ABSTRAK

Instagram merupakan salah satu media sosial yang memungkinkan kita untuk mempromosikan produk dengan mudah dimana salah satunya dilakukan dengan cara menerbitkan konten promosi. Akan tetapi, penerbitan konten prosmosi pada waktu yang tepat untuk mendapatkan tanggapan dari audiens secara optimal merupakan masalah yang kompleks. Penelitian ini bertujuan menganalisis waktu penerbitan terbaik untuk menerbitkan konten promosi dari 10 akun penyedia jasa open trip pada platform Instagram. Peneliti menggunakan metode web scraping untuk mengekstrak data dari akun Instagram dan metode aggregation, ordering, dan selecting untuk menganalisis waktu terbaik. Dasar yang digunakan untuk menentukan waktu terbaik adalah jumlah suka dan komentar pada semua post. Penelitian ini telah berhasil mengekstraksi data web Instagram dan melakukan analisis data post dari beberapa akun Instagram penyedia jasa open trip. Hasil penelitian ini menunjukkan bahwa setiap akun memiliki waktu terbaik yang berbeda-beda untuk menerbitkan konten. Sebagai contoh, waktu terbaik untuk menerbitkan konten dari akun Instagram @hvtrip adalah hari Jumat antara jam 20.00 sampai jam 20.59. Hasil dari penelitian ini dapat dijadikan sebagai sebuah rekomendasi bagi pemilik akun Instagram penyedia jasa open trip mengenai waktu terbaik untuk menerbitkan konten promosi pada Instagram untuk menjangkau audiens secara optimal. Tentunya, hal ini tidak terbatas pada akun Instagram penyedia jasa open trip saja.

Kata kunci: analisis media sosial, data Instagram, pemasaran, jasa open trip, waktu terbaik

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Author Biography

Adri Priadana, Universitas Jenderal Achmad Yani Yogyakarta

Universitas Jenderal Achmad Yani Yogyakarta

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Published
2020-06-02
How to Cite
Priadana, A., & Murdiyanto, A. W. (2020). Analisis Waktu Terbaik untuk Menerbitkan Konten di Instagram untuk Menjangkau Audiens. Jurnal Penelitian Pers Dan Komunikasi Pembangunan, 24(1), 59 - 70. https://doi.org/10.46426/jp2kp.v24i1.118