Creating Instagram Content in a Fabric Store
Kilpiä, Sara (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052415417
https://urn.fi/URN:NBN:fi:amk-2024052415417
Tiivistelmä
The purpose of this thesis is to find out what kind of content interests the customers of the commissioner company Kangaskauppa Keltainen, and to find out if it is possible to impact on the sales with the help of Instagram pictures. The research was conducted in order to understand better the needs of commissioner company’s customers as well as understanding how they feel about the current content that has been provided. This thesis focuses on usage of content marketing on social media, especially on Instagram.
The theoretical framework of the thesis begins by introducing the concept of content marketing and social media. The theory base continues by going more in detail to the world of Instagram and it has been viewed from the visual point of view: What are the thigs that should be taken into the consideration when creating Instagram pictures and what makes Instagram profile attractive. The theory base has been gathered from various web pages, books and articles.
The research was conducted in a form of qualitative research. The main research method was an electric structured questionnaire which was submitted to the followers of Kangaskauppa Keltainen in Instagram. The aim of the questionnaire was to collect data of what content interests the customers the most and what should be improved in the posts. In order to find out if it is possible to affect the sales with Instagram marketing, a short campaign was conducted based on the survey results. In the campaign, a couple of pictures were posted and their impact to the sales was tested.
According to the survey results, the followers of Kangaskauppa Keltainen want the company to focus on the quality of the pictures more. The customers want to see more inspiring content and get instructions and ides for their own handworks.
The theoretical framework of the thesis begins by introducing the concept of content marketing and social media. The theory base continues by going more in detail to the world of Instagram and it has been viewed from the visual point of view: What are the thigs that should be taken into the consideration when creating Instagram pictures and what makes Instagram profile attractive. The theory base has been gathered from various web pages, books and articles.
The research was conducted in a form of qualitative research. The main research method was an electric structured questionnaire which was submitted to the followers of Kangaskauppa Keltainen in Instagram. The aim of the questionnaire was to collect data of what content interests the customers the most and what should be improved in the posts. In order to find out if it is possible to affect the sales with Instagram marketing, a short campaign was conducted based on the survey results. In the campaign, a couple of pictures were posted and their impact to the sales was tested.
According to the survey results, the followers of Kangaskauppa Keltainen want the company to focus on the quality of the pictures more. The customers want to see more inspiring content and get instructions and ides for their own handworks.