Communication Strategies of an Instagram Influencer: The Case of Alip Baihak’s “Obrolan di Negara Legal”

Abstract

This study examines Indonesian Instagram influencer Alip Baihak’s communication strategies in “Obrolan di Negara Legal” (ODNL) using Onong Uchjana Effendy’s framework: audience identification, message construction, communication methods, and media selection. Using a qualitative descriptive design, data were collected through in-depth interviews, Instagram content observation, and documentation of account analytics and posts. Findings show that audience identification relies on shared interests in conversational humor rather than strict demographic segmentation. Message construction involves idea gathering, reference collection, stylistic adaptation, scripting, production, editing, and publication. Colloquial language, humor, emotional expression, opening hooks, and trending topics attract attention and encourage interaction. The dominant method is recreational, prioritizing entertainment while conveying incidental information. Instagram is preferred for its flexibility and existing audience; Reels maximize reach, while Stories facilitate informal interaction. The study highlights interactions among audience interests, creative routines, platform affordances, and engagement metrics, emphasizing that views, likes, and followers do not prove persuasion or attitude change. It recommends systematic audience research, transparent evaluation, and cross-platform comparative studies.