Instagram and YouTube Guide for Dance School in Finland - Case KETO (Keski Uudenmaan Tanssiopisto)
Dang, Hanh (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020101021236
https://urn.fi/URN:NBN:fi:amk-2020101021236
Tiivistelmä
This Bachelor’s thesis is a product-based study. This thesis is aimed at giving the guidance of utilizing Instagram and YouTube to a company named Keski Uudenmaan Tanssiopisto oy where the author did an internship for 2.5 months from October to the middle of December 2019.
Keski Uudenmaan Tanssiopisto company (KETO) is a dance school located in Järvenpää. It was established in 1990 by Leila Ketola, the founder, and the thesis author’s mentor during the internship. KETO organizes the dance classes both in Järvenpää and Tuusula, Finland. They provide basic art education and adhere to national dance and circus curriculum principles. Throughout 30 years, they have targeted many customers from different ranges of ages. However, since the 2010s, they have seen that utilizing social media to do marketing and engage with customers is considerable potential. The challenge now is to conquer more followers and engagements on social media mainly YouTube and Instagram. The author chose YouTube and Instagram as the two main channels to promote marketing activities since they are more effective than other social media to visualize the dance and movements.
The thesis is aimed at (1) delivering the theoretical knowledge base of marketing, social media marketing, and two specific social media Instagram and YouTube, (2) analyzing the current situation of KETO dance school Instagram and YouTube account and benchmarking, (3) giving guide for the case company to enhance the engagement.
The literature part demonstrates the theory, trends, advantages, and disadvantages of Instagram and YouTube. The knowledge was collected from literature reviews, books, and official authorized online resources. The result part includes the analysis of KETO's current Instagram and YouTube profiles alongside with enhancing new ideas to attract more followers.
In the conclusion, the suggestions for KETO Instagram and YouTube profile in the future and discussions about the new trends of Instagram and YouTube. In sum, there will be a lot of potential opportunities for KETO to promote its positive images and long-term successful history to wider audiences.
Keski Uudenmaan Tanssiopisto company (KETO) is a dance school located in Järvenpää. It was established in 1990 by Leila Ketola, the founder, and the thesis author’s mentor during the internship. KETO organizes the dance classes both in Järvenpää and Tuusula, Finland. They provide basic art education and adhere to national dance and circus curriculum principles. Throughout 30 years, they have targeted many customers from different ranges of ages. However, since the 2010s, they have seen that utilizing social media to do marketing and engage with customers is considerable potential. The challenge now is to conquer more followers and engagements on social media mainly YouTube and Instagram. The author chose YouTube and Instagram as the two main channels to promote marketing activities since they are more effective than other social media to visualize the dance and movements.
The thesis is aimed at (1) delivering the theoretical knowledge base of marketing, social media marketing, and two specific social media Instagram and YouTube, (2) analyzing the current situation of KETO dance school Instagram and YouTube account and benchmarking, (3) giving guide for the case company to enhance the engagement.
The literature part demonstrates the theory, trends, advantages, and disadvantages of Instagram and YouTube. The knowledge was collected from literature reviews, books, and official authorized online resources. The result part includes the analysis of KETO's current Instagram and YouTube profiles alongside with enhancing new ideas to attract more followers.
In the conclusion, the suggestions for KETO Instagram and YouTube profile in the future and discussions about the new trends of Instagram and YouTube. In sum, there will be a lot of potential opportunities for KETO to promote its positive images and long-term successful history to wider audiences.