The Use of Social Media in Batam City Branding Strategies for Foreign Visitor

Abstract

This study explores the use of social media in Batam City's city branding strategies to attract foreign visitors. The Batam City Culture and Tourism Office has adopted various digital platforms—primarily Instagram, TikTok, YouTube, and the official website—as key tools in promoting tourism and enhancing the city's global image. Among these platforms, Instagram has proven to be the most effective due to its strong visual focus, interactive features such as reels and stories, and the ability to boost posts through paid advertisements. These features enable broader audience reach and increased visibility, making Instagram a powerful tool for digital promotion. In addition to promoting tourist destinations, these platforms are also used to highlight Batam’s cultural heritage, traditional cuisine, and local batik, thereby strengthening the city’s identity. The city branding effort is further supported by tourism ambassadors, media partners, and influencers who contribute to audience engagement and content distribution. Notably, the roles of tourism ambassador Dinda Dwi Lestsi and influencers such as @oktosiagian, @mudamudi.batam, and @batampromotion have been instrumental in amplifying Batam’s presence on digital platforms. Their contributions significantly support the government’s goal of increasing international tourist arrivals through effective and consistent social media strategies.