Comparative Analysis of Social Media Activities on Local Skincare Brands in Indonesia during the COVID-19 Pandemic

Abstract

Improvements in things done using Instagram have now made various skincare brands reach the broader community with two-way communication. The business value proposition of skincare brands requires a customer-centered approach that can understand their needs, wants, expectations, preferences, and behaviors. Generally, social media analytics tools for Instagram have three main features, namely activity, audience, and content in the form of data visualization. The result of visualizing data from Instagram analytics is called engagement. Instagram engagement are numbers that show the two-way interaction between the audience and the brand through their official Instagram account. The primary purpose of this scientific article is to analyze the comparison of Instagram engagement on wellknown local skincare brands in Indonesia during the COVID-19 pandemic, and to identify the factors that influence the engagement of the skincare brand's Instagram account audience. This scientific article using qualitative research methods, from several previous research journal articles and data visualization results from social media analytics tool, namely analisa.io. The results of this scientific article obtained three main factors that influence the engagement of the Instagram account audience on skincare brands, including: (1) Brand Awareness and Brand Image, (2) Parasocial Interaction, (3) Brand Post or Type of Content.