Today's modern archives are seen as information and service public institutions. They are accessible to all who actively participate in shaping the identity of the community, open to research and collaborations, and focused on development of relationships with their community. They are expected to follow trends and keep up with the technological progress and needs of modern society, with an emphasis on adaptability and flexibility During the Covid19 pandemic, it is of utmost importance for archives to communicate with the users, expand their user base and increase the influence of „other“ users, since the classic communication channels are no longer as efficient as they used to be. In times of crisis, archives can use social media to set up communication channels. This thesis discusses the Instagram social media. Instagram was created with the aim to provide a photo and video sharing service for the users of its mobile application. Similar to the other social media (e.g. Facebook or Twitter) it also uses certain functions to enable communication between users inside the network environment. While using the Instagram social media platform, it is necessary to have a certain goal and motivation determined by the institution. It is necessary to identify target market (users), locate and engage with them and encourage meaningful activity among them (users want to participate) all the while maintaining a steady and consistent flow of strategic content which is to be published. To achieve those goals, one must necessarily be knowledgeable of marketing, social media analytics and social media in general. A recent novelty in the social media sphere are the so-called new marketing and public relations rules, which apply to every network environment. This thesis shows examples in practice of Croatian archives and international examples of Instagram profiles. The thesis shows results of the research that includes maintaining the official Instagram profile of the chair of archival and documentation sciences at Department of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb and its data analytics.