Educational Communication Transformation through Instagram in the Student Admission System (SPMB): A Comparative Analysis of School Social Media Engagement

Abstract

This study analyzes the transformation of educational communication through Instagram in the Student Admission System (SPMB) in Lumajang Regency. A qualitative descriptive approach was employed using a literature review combined with digital observation of three school Instagram accounts: @smkn1lumajang, @smadalmj.id, and @smanegeri3lumajang. The findings reveal that Instagram has become the primary communication medium for disseminating SPMB information, replacing traditional communication channels. Differences in communication strategies were identified across the accounts, ranging from administrative-informational content to emotionally driven narrative storytelling. The account @smadalmj.id demonstrates the highest engagement level due to its combination of appealing visual design and persuasive messaging, while the other accounts mainly focus on technical information delivery. The study indicates that the effectiveness of digital communication is not solely determined by message content but also by visual strategy and audience engagement. This research contributes to the development of digital educational communication studies in the context of student admission systems.