A study on the concept of social allay through the help of brand preferences on Instagram by changing customer nature. Because Instagram has a high-level influence compared to any other social media for the consumer, marketers, and businesses should understand the value of brand preference for built and maintained in online environment. Trough the research provides valuable information about the consumer choices that influence consumer-relating brands by the Instagram electronic content and the effect of social alchemy, the study brought together surveys and data analytics, qualitative analysis, and other mixed methods that can be used to display the correlation between social media dynamics and consumer behavior in the digital era.