This research examines the promotion strategy of Gembiraloka Zoo through Instagram account, the purpose of this research is to find out how the promotion strategy of a zoo in an effort to increase the interest to increase the number of visitors, the theoretical framework discussed by the researcher in this research is about promotion strategy, new media, and social media promotion. The research method used is descriptive qualitative research method with case study approach. The location of this research is at Gembiraloka Zoo Yogyakarta. Sources of research data is derived from the results of interview researchers with some informal internal and external, peeneliti also use literature and documentation. To test the validity of the data, the researcher uses triangulation of source, that is by comparing the result of interview of informant with document related to research.. The results of this study show that the promotion strategy Zoo Gembiraloka through Instagram not good enough. Although in terms of the message delivered is good, but in the absence of evaluation of promotional results will reduce the effectiveness of the promotion..