Brand Post Analysis and Categorization in Automobile’s Instagram Accounts

This study analyzes and categorizes the brand post from official social media of top three market share automobile industries in Indonesia: are Toyota, Daihatsu, and Honda. This study analyzes the secondary data taken from instagram account and we conduct in-depth interview with social media expert to justify the findings. It indicates that each brand post of automobile companies combining caption and picture that fits their communication strategy. Toyota focuses on their post contents that attach on emotional relationship (33%) and current event brand post (24%). Daihatsu focuses more on creating an emotional relationship (35%) and functional brand post (24%), and last, Honda brand post focuses on current event (30%), brand resonance (18%), and product functionality (22%). The result based on the study, companies should be create marketing communication strategy systematically for all channels that they have manage to specific their target market. Companies also encourage to create a creative content such as video, to attract more audiences and increase the engagement level.