Taaruf is considered to be a way out for some young adults in getting a life partner. With the development of technology and knowledge, there is a transformation from offline taaruf to online taaruf because of demand by the market. Rumah Taaruf has become one of the pioneer sites that offer this service in Indonesia in 2014. In marketing their services through digital marketing communications, Rumah Taaruf uses Instagram with the account name @rumah.taaruf to implement the marketing communication mix. This study analyzes the message strategy used by Rumah Taaruf in delivering messages to audiences. In this case, the researcher will analyze more deeply about the cognitive, affective and conative message strategies contained in the contents uploaded by Rumah Taaruf on their Instagram. This study uses a qualitative approach with content analysis methods. The data collected from 56 Rumah Taaruf’s Instagram contents during January - July 2021. The findings of this study are (1) Rumah Taaruf utilizes Instagram as the channel to construct the meaning of taaruf to the audience and attract them to become new members, (2) Related to message strategy, Rumah Taaruf most often uses affective messaging strategies in resonance form, however, this is actually something that is boring because because the content is uploaded too often and (3) In the perspective of marketing communications Rumah Taaruf does not provide entertainment as a function of communication with the audience which later becomes a failure for them.