The digital era has driven the transformation of mass media into more interactive and dynamic online forms, including the use of social media platforms such as Instagram. One innovation in delivering journalistic messages on this platform is the use of voice-over in video or reels content. This study is based on the phenomenon of voice-over communication styles used by the Instagram account @tribunbogor, a local media outlet with a significant follower base and high video views. The main issue explored is how the voice-over communication style in @tribunbogor’s reels contributes to the effectiveness of message delivery to the audience. This research aims to describe and analyze the elements of the voice-over communication style employed and to understand its impact on audience engagement and perception. Using a descriptive qualitative approach, data were collected through content observation, documentation, and in-depth interviews. The findings reveal that Tribun Bogor’s voice-over style tends to use a relaxed yet firm intonation, clear articulation, and diction tailored to the local audience’s characteristics. This style has proven effective in enhancing the appeal of the message, reinforcing the visual narrative, and fostering emotional closeness between the media and its followers. Therefore, voice-over plays a crucial role not merely as an audio complement but as a key communication strategy in shaping the image of adaptive local media in the digital age. Keywords: communication style, voice-over, Instagram.