Disbudparpora of Ponorogo Regency used social media Instagram @ponorogo. tourism as a way of promoting tourism in Ponorogo Regency. The results of this initial Instagram observation showed a low level of engagement percentage, while this account is an official Instagram. This research aims to determine the publication management of Instagram social media content @ponorogo.tourism in tourism promotion media in Ponorogo. This basis of thinking in this study refers to Regina Luttrel’s ideas with the theory of the circular model of some with several concepts including share, optimize, manage and engage. This research used a qualitative approach with a case study method. The data collection technique used by the researcher was interviewing informants from the head of the marketing and creative economy sector and the Instagram account manager @ponorogo.tourism, non-participant observation on the Instagram account @ponorogo. tourism and supporting documents on Instagram insight, influencer data. The results of the study found that the manager of Instagram @ponorogo.tourism in the sharing process interacts in positive comments, avoids negative comments to avoid the risk of debate, used special networks such as using the hashtags #ponorogohebat, #ponorogotourism, and Instagram ads and has not published content consistently more likely when events. In the optimize process, namely carrying out the understanding, listening and learning stages of the interaction but it is not optimal, it has not involved influencers in helping the conversation. The managing concept, namely monitoring Instagram, has not been carried out optimally because it is only done once a year and is only limited to verbal, direct messages have not been carried out quickly, and direct interaction (live Instagram) has not been carried out, this is due to a lack of human resources. The concept of engaging is collaborating with influencers in promotions with a total of 14 accounts, studying the target audience with an average age of 15-40 years, and not yet carrying out quizzes, door prizes and content to attract audience involvement