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This problem is motivated by business actors who do not understand the use of social media to market their business, they still do traditional marketing, namely by marketing products directly to consumers who only have a small area coverage.This type of research is descriptive qualitative approach. The informants of this study were selected by purposive sampling and the informants were the owners and employees of Opung Waffle Café, totaling 8 people. Data collection using observations and interviews. This research was analyzed with interactive model data. The results of this study show 1) With an Instagram account, people know that Opung Waffle Cafe has 3 branches. 2) The development of Opung Waffle Cafe technology has used Instagram social media as a means of promotion because most people already use smartphones.3) The scope of the promotion starts from children to adults to parents. 4) Opung Waffle Café already has a special team that manages Instagram social media accounts and even now has a team managing Tiktok social media accounts.Keywords : Instagram, Promotional Media, Number of Consumers