Instagram has become one of the fastest growing social networks of all time, reaching 400 million users since it was launched in October 2010. As Instagram is the most popular photo capturing and sharing application, food blogger use it as the main social media for their blog. However, this food blogging phenomenon on social media has attracted relatively less attention from the research community. The purpose of this study is to decipher food Instagram account strategy by analyzing 40 food Instagram accounts in Indonesia. The popular posting time and user engagement have revealed the best time to post on Instagram. There is a new phenomenon in Instagram content which can lead higher engagement. Food blogger as independent marketer should consider using hashtag as marketing tool that can reach particular segmentation.
