The Role of Influencers During the Covid-19 Pandemic on Social Media Instagram


  • Fathonah Annisa Universitas Hasanuddin
  • Andi Alimuddin Unde Universitas Hasanuddin
  • Muhammad Farid Universitas Hasanuddin



Influencer, Media Social, Instagram, Covid-19


During the Covid-19 pandemic, Indonesia needs suitable media and communicators to prevent the spread of the covid-19 virus. Therefore, as a social media with several users, Instagram has given birth to massive influencers to spread information digitally. Influencers' existence on social media Instagram can impact anyone, including their followers, by uploading content by inserting educational and socialization messages. This study explores the role of several influencers on Instagram to help the government prevent the spread of the covid-19 virus. The research was conducted qualitatively with a literature review approach and indirect interviews with influencer followers. The results show that influencers' role impacts their followers based on the content they have uploaded and the information they write on their Instagram social media. The educational content on Instagram influencers that are most viewed and responded to contains the importance of washing hands and using hand sanitizers, masks when going out, and education about the importance of social distancing. Influencers content that get the most reactions and viewers are disseminating education about according to the SOP when leaving the house. Several uploads of influencers who go directly to the field to help each other prevent the spread of the Covid-19 virus.


Adhrianti, L. (2016). Digitalisasi public relations bagi penguatan citra pemerintah daerah. Prosiding Seminar Nasional Komunikasi 2016Castells, M. (2013). Communication power. Oxford: Oxford University Press

Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2018). Influencers on Instagram: antecedents and consequences of opinion leadership. Journal of Business Research, (October 2017). jbusres.2018.07.005

Castells, M. (2013). Communication power. Oxford: Oxford University Press.

Covid-19, G. P. (2021). Dipetik Januari Minggu, dari

Dudovskiy, J. (2018). The ultimate guide to writing a dissertation in business studies: A step-by-step assistance [eBook]. Published by

Effendy,Onong Uchjana. 2003.Teori dan Filsafat Komunikasi. Bandung: Citra Aditya Bakti.

Elli, D. M. (2017). The phenomenon and rise of influencer marketing and how it affects customer opinion and helps or damages brands [Doctoral dissertation, International Hellenic University]. Retrieved


Khoiriyah, Siti Aimmatul. 2016. “Analisis Khalayak Dalam Menonton Film Bollywood”. (Survei Pada Mahasiswa fakultas Dakwa dan Komunikasi UIN Sunan Kalijaga Yogyakarta). Fakultas Dakwah dan Komunikasi UIN Sunan Kalijaga, Yogyakarta.

Mavrck. (2016). What is a micro-influencer? Retrieved from

Pedroni, M. (2016). Meso-celebrities, fashion, and the media: How digital influencers struggle for visibility. Film, Fashion & Consumption, 5(1), 103-121.

Senft, T. M. (2008). Cam girls: Celebrity & community in the age of social networks. New York, NY: Peter Lang

Suri, Mahda. 2017. Pengaruh Celebrity Endorser Online Shop Di Instagram Terhadap Citra Perusahaan Ladyfameshop, Fakultas Sosial & Politik Universitas Lampung. Bandar Lampung.

Tosepu, Y. A. (2018). Media Baru Dalam Komunikasi Politik (Komunikasi Politik di Dunia Virtual). CV Jakad. rmasi&source=bl&ots=Rxnc4zzshX&sig= ACfU3U0fWuzGf

Winoto, Yunus. 2015. Penerapan Teori Kredibilitas Sumber (Source of Credibity) Dalam Penelitian-penelitian Layanan Perpustakaan. Jurnal Tahun 5, Volume 5, No.2, November 2015.




How to Cite

Annisa, F., Unde, A. A., & Farid, M. (2021). The Role of Influencers During the Covid-19 Pandemic on Social Media Instagram. International Journal of Entrepreneurship and Sustainability Studies, 1(1), 57–68.