Bytwin by Ian, a brand that sells modest clothing, especially dresses, has faced a decreasing trend of Instagram page reach and impression since 2021, and impacted to declining sales revenue. In an effort to improve the performance, after doing the root cause analysis, this study conducts a survey for a better marketing strategy. The data survey includes a quantitative analysis in using Likert Scale and calculated using ANOVA statistical approach. The independent variable is the purchases frequency, and dependent variables is the aspects of reach, attention, interest and activation related to Instagram feed. The findings show a positive correlation between regular purchases and higher levels of engagement, with significant differences in activation among loyal customers. The framework used for the strategy improvement is internal analysis (RAIA Model, VRIO, STP, Marketing Mix, Product Life Cycle Strategy, and Social Media Marketing) and external analysis (Competitor Analysis). Based on the findings and the analysis, a strategy implementation plan for 6 months is formulated to improve Instagram engagement of Bytwin by Ian.