Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution –
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Social media branding on Instagram account @recharge.id
M. Hidayattulloh & F. Maharani
Telkom University, Bandung, Indonesia
ABSTRACT: At present, social media is not only used as personal documentation but also as
media branding for businesses in Indonesia. Recharge is an application-based power bank rental
service provider company using Instagram in branding through the official account @recharge.id.
Through this account, Recharge posts images, videos, and captions that are in accordance with
product positioning. This study aims to analyze the form of social media branding that can increase
consumer confidence related to a product. Through this study, researchers will analyze social
media branding on the official Recharge Instagram account, @recharge.id. This research uses a
qualitative method with a case study approach. Apart from that, this research uses social media
branding theory which is supported by theories from advertising and visual communication design.
In this study, the authors conclude that the use of social media as media branding with product
positioning support will foster consumer knowledge and beliefs related to a product.
Keywords: branding, social media branding, Instagram branding, power bank, Recharge
1 INTRODUCTION
The increase in smartphone usage also facilitated the access to social media. The presence of
mobile-based social media applications allows smartphone users to access social media anytime
and anywhere. Based on data released by We Are Social, there are 160 million active social media
users in Indonesia and an increase of 10 million users compared to 2019. Based on this data, the
five social media sites that are most often accessed by the Indonesian are YouTube, WhatsApp,
Facebook, Instagram, and Twitter (inet.detik.com, accessed July 9, 2020).
From a number of social media sites that exist today, Instagram is a social media app that is often
used by various businesses to carry out the branding process. A large number of Instagram users
are businesses that cannot be separated from their ability to upload a variety of content such as
videos, images, and text and allowed to comment between account holders and the public, making
Instagram widely used for promotional and branding purposes (Hidayattuloh & Riandy 2019).
Of the many businesses that use Instagram as media branding, Recharge which is an IoT- (Internet
of Things) based company providing application-based power bank rental services in Indonesia, has
an official account @recharge.id for conducting promotions and product branding. Looking at the
Instagram account owned by Recharge, it emphasizes the functional side of its social media branding
activities. Information about the type of service and product function that distinguishes it from other
product services becomes quite dominant in the content found on Instagram @recharge.id.
In this study, researchers will carry out social media branding analysis from the functional side
found on the Instagram account @recharge.id. This research will emphasize aspects of increasing consumer knowledge about the product being compared. Based on the explanation from
Davis (2015), social media branding that puts forward the functional aspects allows consumers
to recognize the benefits of the product and understand its functionality.
DOI 10.1201/9781003193241-27
147
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Social media branding on Instagram account @recharge.id
M. Hidayattulloh & F. Maharani
Telkom University, Bandung, Indonesia
ABSTRACT: At present, social media is not only used as personal documentation but also as
media branding for businesses in Indonesia. Recharge is an application-based power bank rental
service provider company using Instagram in branding through the official account @recharge.id.
Through this account, Recharge posts images, videos, and captions that are in accordance with
product positioning. This study aims to analyze the form of social media branding that can increase
consumer confidence related to a product. Through this study, researchers will analyze social
media branding on the official Recharge Instagram account, @recharge.id. This research uses a
qualitative method with a case study approach. Apart from that, this research uses social media
branding theory which is supported by theories from advertising and visual communication design.
In this study, the authors conclude that the use of social media as media branding with product
positioning support will foster consumer knowledge and beliefs related to a product.
Keywords: branding, social media branding, Instagram branding, power bank, Recharge
1 INTRODUCTION
The increase in smartphone usage also facilitated the access to social media. The presence of
mobile-based social media applications allows smartphone users to access social media anytime
and anywhere. Based on data released by We Are Social, there are 160 million active social media
users in Indonesia and an increase of 10 million users compared to 2019. Based on this data, the
five social media sites that are most often accessed by the Indonesian are YouTube, WhatsApp,
Facebook, Instagram, and Twitter (inet.detik.com, accessed July 9, 2020).
From a number of social media sites that exist today, Instagram is a social media app that is often
used by various businesses to carry out the branding process. A large number of Instagram users
are businesses that cannot be separated from their ability to upload a variety of content such as
videos, images, and text and allowed to comment between account holders and the public, making
Instagram widely used for promotional and branding purposes (Hidayattuloh & Riandy 2019).
Of the many businesses that use Instagram as media branding, Recharge which is an IoT- (Internet
of Things) based company providing application-based power bank rental services in Indonesia, has
an official account @recharge.id for conducting promotions and product branding. Looking at the
Instagram account owned by Recharge, it emphasizes the functional side of its social media branding
activities. Information about the type of service and product function that distinguishes it from other
product services becomes quite dominant in the content found on Instagram @recharge.id.
In this study, researchers will carry out social media branding analysis from the functional side
found on the Instagram account @recharge.id. This research will emphasize aspects of increasing consumer knowledge about the product being compared. Based on the explanation from
Davis (2015), social media branding that puts forward the functional aspects allows consumers
to recognize the benefits of the product and understand its functionality.
DOI 10.1201/9781003193241-27
147