Optimizing the Role of Instagram in Sports Product Digital Marketing Strategies

  • Denaz Karuma Hijriansyah Universitas Negeri Yogyakarta


Social media is a new reality in communication in today's digital era that can be used as a business communication strategy for marketers. Social media has strong roots to be a tool in increasing the growth of a business. The features facilitated by Instagram can be utilized as a digital marketing tool, in this case to trade sports product. These features trigger the emergence of creative ideas to launch brand or product campaigns to promos that can be used by sports product entrepreneurs in an effort to attract as many consumers as possible. The application of sports marketing strategies, especially in utilizing social media platforms such as Instagram, plays an important role. The method used in this study is literature review. Researcher and literature review containing a collection of concepts, definitions, and prepositions are inseparable things. This is because the literature review serves as an intermediary medium to be able to see events systematically through the specification of relationships that exist between variables which then helps researcher see the possibilities of the main topic of study. Researcher came to the conclusion that a social media platform called Instagram is still one of the online channels that has a positive value in sports digital marketing. This is revealed by the data exposure of the number of Instagram users globally and the number of specific users in Indonesia itself. The packaging of all sports product sold, requires the continuation of widespread promotion with more careful use of the role of Instagram features. It is important to prepare the required data on Instagram business accounts that can be observed regularly through the Instagram Insights feature while preparing and uploading attention-grabbing visual content in the form of photos, videos, information about sports product, and building interactions to strengthen relationships between users as business people and their followers using Instagram features such as Feeds, Reels, Stories, and Live as digital marketing tools.

Keywords: social media, instagram, digital marketing, sports product, sports marketing


Download data is not yet available.


Ajeigbe, I. Y. (2021). Influence of sports marketing strategies in the promotion of organization products and services in ilorin metropolis. Indonesian Journal of Sport Management, 1(2), 128-137. https://doi.org/10.31949/ijsm.v1i2.1311

Alansari, M. T., Velikova, N., & Jai, T. M. (2018). Marketing effectiveness of hotel Twitter accounts: the case of Saudi Arabia. Journal of Hospitality and Tourism Technology, 9(1), 63–77. https://doi.org/10.1108/JHTT-09-2017-0096

Beaton, J. (2023). Sports marketing tips and strategies for social media. Retrieved from: https://www.dashhudson.com/blog/sports-marketing

Blakeman, R. (2014). Nontraditional media use in marketing and advertising. Sage Publications. https://doi.org/10.4135/9781506335261

Bravo, C. (2022). Feeds for instagram. Retrieved from: https://metricool.com/feeds-for-instagram/

Chaffey, D. & Ellis-Chadwick, F. (2019). Digital marketing. London: Pearson Education limited.

Chelladturai, T. N. (2013). Social media in sport marketing. Scottsdale, AZ: Holocomb Hathaway.

Christison, C. (2022). How to use instagram live no sweating or crying. Retrieved from: https://blog.hootsuite.com/instagram-live-tips/

DeSarbo, W. S. & Blank, A. S. Sport market segmentation crucial for results. Street & Smith’s: Sports Business Journal, 1-3.

Donthu, N. & Gustafsson, A. (2020). Effects of covid-19 on bussiness and research. Journal of Bussiness Research, 117(1), 284-289. https://doi.org/10.1016/j.jbusres.2020.06.008

Fauzi, V. P. & Lubis, E. E. (2016). Pemanfaatan instagram sebagai social media marketing er-corner boutique dalam membangun brand awareness di kota pekanbaru. Jurnal Online Mahasiswa FISIP Universitas Riau, 3(1), 1-15.

Febrian, A., Nani, D.N., Lina, L. F., & Husna, N. (2022). The role of social media activies to enhance brand equity. Journal of Economics, Business, & Accountacy Ventura, 25(1), 20-30. DOI: 10.14414/jebav.v25i1.2881.

Fullerton, S. & Merz, G. R. (2008). The four domains of sport marketing: A conceptual frame work. Sports Marketing Quarterly, 17 (2), 90 – 108.

Hajli, N. (2015). Handbook of research on integrating social media into strategic marketing. Hershey, PA: Business Science Reference, IGI Global.

Khasanah, F. N., Herlawati, Samsiana, S., Handayanto, R. T., Gunarti, A. S. E., Raharja, I., Maimunah, & Benrahman. (2020). Pemanfaatan media sosial dan ecommerce sebagai media pemasaran dalam mendukung peluang usaha mandiri pada masa pandemi covid 19. Jurnal Sains Teknologi dalam Pemberdayaan Masyarakat, 1(1), 51-62.

Koosha, H., Albadvi, A. (2015). Customer lifetime valuation using real options analysis. J Market Anal, 3, 122–134. https://doi.org/10.1057/jma.2015.12

Lukito, W. A. & D, F. A. (2020). Pengaruh promosi dengan media sosial terhadap keputusan pembelian sepatu olahraga ortuseight pada masyarakat tanjung morawa. ARBITRASE: Journal of Economics and Accounting, 1(2), 90-95.

Macready, H. (2023). 8-Step Guide to Using Instagram Ads 2023 Edition. Retrieved from: https://blog.hootsuite.com/instagram-ads-guide/

Magalhaes, J. P. H. (2018). Marketing budget optimisation: Key metrics and trends, according to specialist. Disertasi, Tidak diterbitkan, ISCTE Business School Instituto Universitario de Lisboa, Lisboa.

McLahlan, S. (2022). Instagram demographics in 2023: Most important users stats fot marketers. Retrieved from: https://blog.hootsuite.com/instagram-demographics/

Meta. (2023). Instagram features. Retrieved from: https://help.instagram.com/

Mustajab, R. (2023). Indonesia miliki 97,17 juta pengguna hingga akhir 2022. Retrieved from: https://dataindonesia.id/internet/detail/indonesia-miliki-9717-juta-pengguna-instagram-hingga-akhir-2022

Pratito, D. W. & Gilang, F. (2022). Strategi pemasaran dalam menggunakan media sosial instagram pada toko triyo sport semarang. SOLUSI: Jurnal Ilmiah Bidang Ilmu Ekonomi, 20(2), 180-186.

Read, A. (2023). Instagram stories: The complete guide to use IG stories to boost engangement for your brand. Retrieved from: https://buffer.com/library/instagram-stories/

Ridwan, M., Am, S., Ulum, B., & Muhammad, F. (2021). Pentingnya penerapan literature review pada penelitian ilmiah. Jurnal Masohi, 2(1), 42-52. https://doi.org/10.36339/jmas.v2i1.427

Rizal, V. Z. & Lubis, E. E. (2014). Pengaruh social media marketing twitter terhadap terbentuknya brand image restoran burger gaboh pekanbaru. Jurnal Online Mahasiswa FISIP Universitas Riau, 2(1), 1-15.

Stanton, L. (2023). Instagram improves reels editing, analytics. Retrieved from: https://blog.hootsuite.com/social-media-updates/instagram/instagram-improves-reels-editing-analytics/

Strauss, J. & Frost, R. (2014). E-marketing : 5th Edition. Pretince Hall Inc: New Jersey.

Suryani, T., Fauzi, A. A., & Nurhadi, M. (2020). SOME-Q: A model development and testing for assessing the consumers’ perception of social media quality of small medium-sized enterprises (SMEs). Journal of Relationship Marketing, 1–29.

Triyono, A., Hermanto, & Suwaji. (2020). Sosialisasi penerapan strategi digital marketing terhadap pengembangan usaha mikro, kecil, menengah di desa kuala gading. Jurnal Pengabdian Kepada Masyarakat, 2(2), 172-176.

Watkins, B. (2014). An integrated approach to sports branding: Examining the influence of social media on brand outcomes. International Journal of Integrated Marketing Communications, 6(2).

Whitney, M. (2022). The complete guide to advertising on instagram. Retrieved from: https://www.wordstream.com/blog/ws/instagram-advertising

Yousaf, M. S., Naz, T., Asghar, E., Touqeer, M., Shahzad, N., & Liaquat, A. (2021). The effects of social media marketing on sports by using sports videos on facebook and instagram to attract the peoples to watch more sports. Journal of Contemporary Issues in Business and Government, 27(5), 2253-2262.

Zantal-Wiener, A. (2022). How to use instagram insights in 9 easy steps. Retrieved from: https://blog.hubspot.com/marketing/how-to-use-instagram-insights

Zimmerman, J., & Ng, D. (2015). Social media marketing all-in-one for dummies. Hoboken, NJ: John Wiley & Sons.
How to Cite
Karuma Hijriansyah, D. (2024). Optimizing the Role of Instagram in Sports Product Digital Marketing Strategies. JUARA : Jurnal Olahraga, 9(1), 635-645. https://doi.org/10.33222/juara.v9i1.3482
Abstract viewed = 46 times
PDF downloaded = 0 times