This research is aimed and analyzes the communicative behavior of followers from the instagram account @explorejogja on promoting Yogyakarta's tourism. A methodology of qualitative-descriptive from direct interviews and documentation studies were used to generate the data needed. The subject of this research is the Instagram account @explorejogja. Finally, to validate the data, the write used data triangulation method. The study shows that the communicative behavior of the followers from @explorejogja on promoting Yogyakarta's tourism was motivated by the seeking of existence, expand networking, self development and efforts to have side earnings. The instagram users wish to have their work being appreciated.