Social media marketing has become an important strategy to improve brand awareness in today’s digital era. This study aims to analyse the effect of social media marketing on brand awareness, using the Instagram account @telkomsatsolution as a case study. The research focuses on four main aspects of social media marketing: context, collaboration, communication, and connection, and how each contributes to building brand awareness. This study uses a descriptive quantitative method with purposive sampling, collecting data from 100 respondents who are active followers or audiences of the Instagram account. Data was collected through an online questionnaire and analysed using structural equation modelling (SEM) with SmartPLS 4.0 software. The results show that social media marketing has a positive and significant impact on brand awareness, with each aspect supporting the overall outcome. The study highlights the importance of using effective social media strategies to increase brand visibility. Future studies ar