Jakarta Aquarium is an ex-situ conservation and education institution located in Neo Soho Mall, West Jakarta. As a newly established institution, Jakarta Aquarium wants its brand to be used by the wider community. The efforts made by the Public Relations Jakarta Aquarium are to utilize the features available on Instagram. The purpose of this research was to find out strengths and weaknesses the utilization of Instagram as a media publication for Jakarta Aquarium to build brand awareness. The theory used in this study is new media theory and supported by Public Relations concepts, publication concepts, and Instagram. This study uses a qualitative descriptive method that designed by data collection techniques in the form of structured interviews, literature studies and internet reviews, especially on Instagram Jakarta Aquarium activities. The findings obtained in this study are the use of Instagram has maximized Instagram's role as a platform to media publicity, consistent in managing the feed display and upload interesting content so that it can build Jakarta Aquarium's brand awareness in the wider community. In addition, through this research the researcher can find out more about the advantages of the Jakarta Aquarium's Instagram that has made it easier for people to access all information quickly and easily, and establish two-way communication with their followers. Also, the disadvantages of Jakarta Aquarium's Instagram that still uploads more promotional content than the educational content on Instagram.ABSTRAK Jakarta Aquarium merupakan lembaga konservasi dan edukasi ex-situ yang terletak di dalam Mall Neo Soho, Jakarta Barat. Sebagai lembaga yang baru berdiri, Jakarta Aquarium ingin agar brand-nya dikenal oleh masyarakat luas. Bentuk upaya yang dilakukan Public Relations Jakarta Aquarium yakni memanfaatkan fitur-fitur yang ada di Instagram. Tujuan penelitian ini adalah untuk mengetahui kelebihan dan kekurangan pemanfaatan Instagram sebagai media publikasi Jakarta Aquarium dalam membangun brand awareness. Teori yang digunakan dalam penelitian ini adalah teori media baru dan didukung oleh konsep Public Relations, konsep publikasi, dan Instagram. Penelitian ini menggunakan metode deskriptif kualitatif yang dirancang melalui teknik pengumpulan data berupa wawancara terstuktur,