Diving deep into digital footprints: A comparative analysis of social media engagement in Indonesian Universities

In the context of globalization and rapid technological advancements, higher education plays a pivotal role in achieving success in today's competitive job market. Indonesia has witnessed a significant growth in its university sector, with approximately 3,107 higher education institutions as of 2022. This proliferation of universities has intensified competition among them, prompting the need for effective strategies to attract students. Some universities have garnered exceptional reputations due to their long-standing operations and highly effective educational approaches, leading to high achievements among their alumni. However, other universities are actively working to enhance their branding and appeal to prospective students. Research indicates that two key factors influence students' choice of higher education institution: the attributes of the institution and its marketing efforts. Social media has emerged as a crucial tool for universities to enhance their branding, offering a cost-effective means to reach a broad audience and increase engagement. The widespread use of social media in Indonesia, with 191.4 million users in 2023, presents an opportunity for universities to enhance their branding and engage with prospective students. This study aims to analyze the Instagram accounts of the top 4 universities in Indonesia according to the QS World University Rankings to understand their engagement and activities. The findings are expected to contribute valuable insights into university branding strategies through social media activities.