Research conducted by Tarisa Marsela, Dra. Sukaesih, M.Si., and Asep Saeful Rohman, S.Sos., M.Ikom from the Library and Information Science Study Program, Faculty of Communication Sciences, Padjadjaran University, highlights how the Baca Library in Tebet, a community library in South Jakarta, utilizes Instagram (@bacaditebet) as its primary medium for promoting its services and collections.
The research was conducted because social media—especially Instagram—has become an effective channel to reach a broad audience. With more than 100 million users in Indonesia, Instagram is seen as a powerful tool to raise public engagement and foster reading interest.
Using a qualitative case study approach, data was collected through interviews, observations, and documentation. The findings revealed that Tebet Reading Library applies push, pull, and pass strategies in its promotional efforts. These include offering membership discounts, creating daily content, collaborating with communities and influencers, and reposting user-generated content from followers.
The founders explained that their promotions succeed not only because of structured strategies but also due to the library’s authentic image that sets it apart. Even before it officially opened, the library gained recognition through word-of-mouth. Interactive content such as visitor-created reels proved particularly effective in expanding promotional reach.
Beyond digital promotion, the library also organizes various community activities, including knitting classes, webinars, and biannual festivals, which enhance its positive image and strengthen emotional connections with visitors. These initiatives not only boost attendance but also foster a sense of belonging among the community.
The study concludes that Instagram has been an effective tool in building the library’s brand, increasing memberships, and expanding its visitor base. Importantly, these findings also align with the Sustainable Development Goals (SDGs), particularly SDG 4 (Quality Education) by promoting literacy and SDG 9 (Industry, Innovation, and Infrastructure) by utilizing digital technology to develop library services.
Full article available at: http://media.unpad.ac.id/files/publikasi/2025/rpm_20250203145120_9918.pdf
Writer: Ridha Amalia, Nadziva Shaqeena Firdaus, Shelpi Nur Awaliyah
