Measuring Instagram Content Effectiveness in Digital Marketing usingthe EPIC Model and Direct Rating Method

Authors

  • ID I Gede Edy Artana Institut Teknologi dan Bisnis STIKOM Bali, Denpasar, Indonesa
  • ID Evi Triandini Institut Teknologi dan Bisnis STIKOM Bali, Denpasar, Indonesa
  • ID Dandy Pramana Hostiadi Institut Teknologi dan Bisnis STIKOM Bali, Denpasar, Indonesa

DOI:

https://doi.org/10.30812/matrik.v25i2.4843

Keywords:

Effectiveness of Content, Instagram, EPIC Model, Direct Rating Method, Digital Marketing

Abstract

Instagram has become known as one of the leading platforms in digital marketing, making it essential to systematically evaluate the effectiveness of the content presented to ensure successful communication strategies. This study aims to measure the effectiveness of Instagram content produced by Kayana Creative using the EPIC Model and the Direct Rating Method, two complementary evaluative approaches that assess content quality and audience reception. The research involved 100 respondents who follow the Kayana Creative Instagram account. Data collected using a Likert-scale questionnaire and analyzed quantitatively to assess the four EPIC dimensions. Empathy, Persuasion, Impact, and Communication, as well as the overall evaluation through the Direct Rating Method. The results indicate that Instagram content is effective, with an average EPIC score of 4.04. The Communication dimension scored highest, indicating that the audience clearly understood the content’s messages. Using the Direct Rating Method, respondents provided an overall score of 80.48, further confirming that the content effectively captures attention and delivers a positive user experience. This study provides practical contributions for developing content that is more relevant, communicative, and engaging, and theoretical contributions by reinforcing the use of the EPIC Model and the Direct Rating Method as complementary evaluative tools for assessing content effectiveness on social media within the digital marketing context.

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Published

2026-03-30

Issue

Vol. 25 No. 2 (2026)

Section

Articles

License

Copyright (c) 2026 I Gede Edy Artana Artana, Evi Triandini Evi, Dandy Pramana Hostiadi Dandy

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite

[1]
I Gede Edy Artana, Evi Triandini, and Dandy Pramana Hostiadi, “Measuring Instagram Content Effectiveness in Digital Marketing usingthe EPIC Model and Direct Rating Method”, MATRIK, vol. 25, no. 2, pp. 433–448, Mar. 2026, doi: 10.30812/matrik.v25i2.4843.