The rapid development of communication technology cannot be avoided by humans. Today, communication can be done without meeting face to face but can reach a large number of communicants. The existence of the internet in the midst of society makes it easy to convey messages to each other. The internet and social media are the ones that have the most influence. The presence of instgram social media is also utilized by the @warunkwowkwb_png account to promote its products and brands. This study aims to determine the effectiveness of promotional content on brand awareness on Instagram Warunk WOW KWB PNG. This research uses quantitative methods. The results of this study are the effectiveness of promotional content has a negative and significant effect on brand awareness based on a simple regression analysis of -0.434 and with a t test value of -2.001.