ABSTRACT
Currently, various kinds of online shopping accounts appear in the realm of Instagram Social Media. Along with the increasing trend of online shopping in Indonesia, one of the products that has experienced an increase in modern lifestyles is cosmetics and makeup/makeup products. The @bilikayu Instagram account is one of the online stores that sells various kinds of beauty products, skin and facial treatments as well as makeup / makeup products. This Instragram account has followers of around 121,000 and was formed around 5 years ago in 2014. This Instagram account is one of the solutions for female customers in meeting their daily facial and cosmetic needs without having to go to a shopping center and at a cheaper price than the price at the cosmetic outlet. The method used in this paper is descriptive qualitative method using data analysis techniques. The purpose of this research is to find out how content marketing is applied by Instagram account @bilikayu in the last six months. Based on the results of data processing and analysis, it is known that content marketing applied by the @bilikayu Instagram account uses an emotional approach and applies what is called Ephemeral Content to its customers. Meanwhile, the majority of the content from these accounts is short video shows on Insta Story which contain product discussions, product uses, and how to apply these cosmetic products to the face. The content of this account also often displays the activities of these online shop owners when the owner does product shopping activities and displays promotions carried out as well as giveaway prizes or quizzes that are often done.
Keywords: BilikAyu, online shop, makeup, skincare.