Instagram local vs. global : how to get organic engagement
Svensk, Riikka (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121437218
https://urn.fi/URN:NBN:fi:amk-2023121437218
Tiivistelmä
This thesis focuses on analyzing kids' clothing brands' Instagram accounts to determine the most effective account type for generating organic engagement. The thesis compares local and global accounts as potential strategies.
A survey was conducted to gain insights into the expectations of Instagram users from kids' clothing brands. The survey explored their expectations regarding language and content. These responses were analysed together with social media reports to gain a comprehensive understanding of the target audience's preferences.
Three kids’ clothing brand’s Instagram accounts were taken in to closer observation and compared between each other and to what kind of content has been posted on their accounts and how their content has been engaged.
It was discovered that a popular account can be a hybrid account, a combination of local and global content and a mix of languages, and that the content relevancy was the most important factor of getting organic engagement.
The information from this thesis will help future social media managers in their decision making, what kind of content and account would be beneficial for their Instagram strategy.
A survey was conducted to gain insights into the expectations of Instagram users from kids' clothing brands. The survey explored their expectations regarding language and content. These responses were analysed together with social media reports to gain a comprehensive understanding of the target audience's preferences.
Three kids’ clothing brand’s Instagram accounts were taken in to closer observation and compared between each other and to what kind of content has been posted on their accounts and how their content has been engaged.
It was discovered that a popular account can be a hybrid account, a combination of local and global content and a mix of languages, and that the content relevancy was the most important factor of getting organic engagement.
The information from this thesis will help future social media managers in their decision making, what kind of content and account would be beneficial for their Instagram strategy.