Social Media Marketing On Instagram : Case study : company X

Abstract

This master thesis was based on a case study, a small entrepreneur and part-time photographer. Company X uses Instagram as a platform and tool, though has not yet succeeded in achieving the desired end-result from the use, which are committed followers, exposure, expanding the clientele and, sale. The use of Instagram in the marketing of photography services has become more common, but it has not made the competition in the photography industry any easier. Photography has also changed over the years and the almost globally released use of mobile data and wireless Internet connection have enabled the everyday user to broaden their skills and even without the required skills to gain success on Instagram. Instagram marketing draws the consumers’ short attention span mostly to the appearance of the social media site and number of interactions, such as likes, follows and shares. However, Instagram offers a variety of paid and free services for businesses of all sizes. Regardless of the size of the company, even small entrepreneurs can utilize these services in their own marketing. Through two interviews with company X, its Instagram usage and situation was explored. The first interview was conducted in summer 2019 and the second in autumn 2019. In addition, an online survey was conducted in winter 2019. The survey provided a general overview of the opinion and behavior of the author´s followers on Instagram. The online survey showed that the online survey can be used in business marketing to identify the interests of existing and potential followers. When a business knows its target audience better, it will also be able to market better and reach the desired goal. Considering company X´s current state of Instagram usage, different ideas were provided on how to use the services provided by Instagram in its business.