Recently, many people are using instagram. Instagram is social media that allows users to share photos. Instagram can be used as a marketing communication through sharing photos of products that will sell. Instagram allows consumers to view photos of products and can directly comment below the photo of the desired product. This research aims to determine how instagram chosen as a medium of marketing communication. This research was used qualitative approach to obtain in-depth result and seven strategies to rigorous the methods. This research choose instagram because instagram become one of social media that growing rapidly. After coding process, there founded four keywords: the reason instagram was chosen, instagram benefits, the use of endorsement, and disadvantage endorsement. This research founded that endorsement in instagram have three components that are subject in attribute endorsement: trustworthiness, respect, and similarity<em>.</em>