The effect of visual content and posting frequency on Instagram social media engagement of east java gymnastics organization

This study aims to examine the influence of visual content and posting frequency on engagement on the Instagram social media of the Persani East Java organization. Persani, officially known as Persatuan Senam Indonesia, is the Indonesian Gymnastics Federation and the umbrella organization for gymnastics in Indonesia. The study uses a quantitative approach, which means it collects and analyzes numerical data to identify patterns or relationships objectively. Specifically, it employs survey methods, where questionnaires are distributed to gather data from respondents, likely followers or users interacting with the Persani East Java Instagram account. Alongside, the study incorporates secondary data analysis by examining existing data from the Instagram account, such as follower engagement metrics, post frequencies, and content types. This combination allows the researchers to statistically analyze how visual content and posting frequency influence engagement levels on the platform with scientific rigor and reliability. Data analysis methods probably include statistical tools to test hypotheses and measure correlations between the variables under study. The results showed that visual content, especially the reels format, had the most dominant influence on follower engagement, followed by an optimal posting frequency between 5 to 7 times a week. Additionally, the majority of followers are loyal audiences with a fairly active level of interaction. The findings indicate that the quality of engaging visual content and consistency in upload frequency are key factors in improving audience engagement. This research contributes to digital strategy development for sports organizations and enhances digital marketing literature in the field of sports, particularly gymnastics.