The effective criteria for increasing the instagram engagement rate of vegetable cooking videos
List of Authors
  • Natasya Salsabila Boediono

Keyword
  • Vegetable Sales, Instagram Reels, Engagement Rate, Criterias, Vegetable Cooking Video

Abstract
  • There are still many people who cannot sell fresh vegetables on social media since they are considered perishable items, particularly on Instagram. As a result, the online sale of vegetables remains a challenge. In order to promote vegetable sales on Instagram, the owner of the account should make Instagram content as engaging as possible, especially when creating Reels, as Reels can be found in the "explore" menu of Instagram users, thereby increasing engagement rates. because the engagement rate is one of the indicators of online marketing success. Vegetable cooking videos are a way to promote vegetable sales from vegetable shops. This research will examine the key to the success of creating a successful vegetable cooking video. When analyzing vegetable cooking videos, the uses and gratification expectancy concept theory is utilized to analyze the satisfaction acquired by individuals from the usage of certain media that satisfy the expectations of informants. The categories are labeled according to the vegetable cooking video's expectations, deficiencies, and solutions. The findings of the study provide effective criteria for creating vegetable cooking video content that can enhance the Instagram engagement rate.

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