The purpose of this study was to describe the frequency of incidental writing learning that occurred while using Instagram in an informal setting. The respondents were the secondary vocational school’s students in Padang, Grade 11. The researchers employed a cluster random sampling technique to pick 52 students. The descriptive method was used to design this study. A questionnaire was used to obtain the data. The questionnaire was quite reliable, with a coefficient correlation of 0.87. Expert judgment was used to determine content validity. According to the findings of this study, 73% of respondents experienced incidental writing learning when using Instagram in informal contexts. Based on the findings, it was possible to figure out that the frequency of incidental learning writing in Instagram was classified as sometimes scale.

Keywords: social media, incidental writing, informal context

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