Visual Storytelling as a Marketing Tool for SMEs on Instagram

Authors

  • Rudi Hermanto Master’s Program in Communication Studies, Universitas Nasional
  • Sri Desti Purwatiningsih Universitas Nasional

Keywords:

Visual Storytelling, MSMEs, Instagram, Digital Marketing, Brand Communication, Consumer Engagement

Abstract

This study explores the role of visual storytelling as a digital marketing strategy for Micro, Small, and Medium Enterprises (MSMEs) on Instagram. Employing a qualitative approach with a multiple case study design, the research involved six purposively selected Indonesian MSMEs. Data were collected through in-depth interviews, content observation, and documentation, then analyzed using Braun and Clarke’s (2006) thematic analysis. Three main implementation patterns emerged: origin story narratives, behind-the-scenes content, and customer journey storytelling. Five effective visual elements were identified: consistency in visual identity, human elements, conflict-resolution narratives, strategic use of color, and synergy between captions and visuals. MSMEs that consistently implemented these approaches demonstrated higher consumer engagement rates, stronger brand trust, and more sustainable customer loyalty. This study reinforces the relevance of consumer engagement theory (Brodie et al., 2013; Hollebeek et al., 2014) and visual semiotics perspectives within digital MSME marketing contexts.

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Published

2026-08-14

How to Cite

Hermanto, R., & Purwatiningsih, S. D. . (2026). Visual Storytelling as a Marketing Tool for SMEs on Instagram. DAS CONFERENCE INTERNATIONAL SERIES, 5, 164–168. Retrieved from https://journal.das-institute.com/index.php/proceeding/article/view/1519

Issue

Vol. 5 (2026): Proceeding International Conference of Social Science and Technology for Sustainable Future

Section

Articles Proceeding

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Copyright (c) 2026 Rudi Hermanto, Sri Desti Purwatiningsih

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