Narration of Development of Ecotourism in Instagram for City Branding: Study in Pinrang Regency

City branding is the identity of the city that contains the pride of the population against the city This pride, for example, can be found in uploads in social media, especially on Instagram. Therefore, a search of these accounts to determine its potential in forming city branding. Qualitative content analysis is performed to identify the strategy of these accounts: insta-Pinrang, pinrangkeren and pinrangupdate to popularize the tourist spots in Pinrang. Furthermore, recognized the potential of these accounts in ecotourism development objectives and the establishment of city branding Pinrang. The results of this study can be a reference for development planners on strategies used in social media to popularize the natural attractions and their potential in the formation of city branding