This research explores the implementation of social media marketing on the
Affandi Museum’s Instagram account as a strategic effort to increase public interest and
brand awareness. As digital platforms become central to how institutions communicate,
the museum uses Instagram to highlight Affandi’s artistic legacy and connect with
broader, more diverse audiences. The platform functions not only for promotional
purposes but also as a tool to support the museum’s cultural and educational objectives
through curated visuals and storytelling. Guided by marketing communication theory
particularly segmenting, targeting, and positioning (STP) the study examines how the
museum develops and delivers its messages to strengthen its online presence. Visual
communication serves as a supporting component, focusing on how elements such as
image composition, color schemes, layout, and captions contribute to message clarity
and impact. Using a qualitative descriptive approach, this study draws on interviews with
museum staff and content analysis of Instagram posts to assess the strategic use of digital
marketing. The findings contribute to a deeper understanding of how Indonesian cultural
institutions can enhance engagement through structured and visually compelling social
media practices.